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THE ROLE OF STRATEGIC MARKETING PLANNING IN REPOSITIONING THE OPATIJA RIVIERA ON THE TOURIST MARKET

Romina Alkier Radnić   ORCID icon orcid.org/0000-0002-0898-2032 ; Faculty of tourism and hospitality management, University of Rijeka, Opatija, Croatia
Daniela Gračan   ORCID icon orcid.org/0000-0002-3847-7280 ; Faculty of tourism and hospitality management, University of Rijeka, Opatija, Croatia

Puni tekst: hrvatski, pdf (3 MB) str. 153-165 preuzimanja: 311* citiraj
APA 6th Edition
Alkier Radnić, R. i Gračan, D. (2003). ULOGA STRATEGIJSKOG MARKETINŠKOG PLANIRANJA U REPOZICIONIRANJU OPATIJSKE RIVIJERE NA TURISTIČKOM TRŽIŠTU. Tourism and hospitality management, 9 (1), 153-165. Preuzeto s https://hrcak.srce.hr/181604
MLA 8th Edition
Alkier Radnić, Romina i Daniela Gračan. "ULOGA STRATEGIJSKOG MARKETINŠKOG PLANIRANJA U REPOZICIONIRANJU OPATIJSKE RIVIJERE NA TURISTIČKOM TRŽIŠTU." Tourism and hospitality management, vol. 9, br. 1, 2003, str. 153-165. https://hrcak.srce.hr/181604. Citirano 08.03.2021.
Chicago 17th Edition
Alkier Radnić, Romina i Daniela Gračan. "ULOGA STRATEGIJSKOG MARKETINŠKOG PLANIRANJA U REPOZICIONIRANJU OPATIJSKE RIVIJERE NA TURISTIČKOM TRŽIŠTU." Tourism and hospitality management 9, br. 1 (2003): 153-165. https://hrcak.srce.hr/181604
Harvard
Alkier Radnić, R., i Gračan, D. (2003). 'ULOGA STRATEGIJSKOG MARKETINŠKOG PLANIRANJA U REPOZICIONIRANJU OPATIJSKE RIVIJERE NA TURISTIČKOM TRŽIŠTU', Tourism and hospitality management, 9(1), str. 153-165. Preuzeto s: https://hrcak.srce.hr/181604 (Datum pristupa: 08.03.2021.)
Vancouver
Alkier Radnić R, Gračan D. ULOGA STRATEGIJSKOG MARKETINŠKOG PLANIRANJA U REPOZICIONIRANJU OPATIJSKE RIVIJERE NA TURISTIČKOM TRŽIŠTU. Tourism and hospitality management [Internet]. 2003 [pristupljeno 08.03.2021.];9(1):153-165. Dostupno na: https://hrcak.srce.hr/181604
IEEE
R. Alkier Radnić i D. Gračan, "ULOGA STRATEGIJSKOG MARKETINŠKOG PLANIRANJA U REPOZICIONIRANJU OPATIJSKE RIVIJERE NA TURISTIČKOM TRŽIŠTU", Tourism and hospitality management, vol.9, br. 1, str. 153-165, 2003. [Online]. Dostupno na: https://hrcak.srce.hr/181604. [Citirano: 08.03.2021.]

Sažetak
The Opatija Riviera is a tourist destination with a longstanding tourist tradition, and in its tourism development up to date it has not yet achieved such results as could be expected based on its available resources and other comparative advantages. Tourism in the Opatija Riviera is lagging behind modem tourist trends. Hence, the primary objectives of this destination in its future tourism development should be the shaping of an identifiable, top-quality tourist product, the creation of its own identity, and the deliberation of tourism from the viewpoint of the destination, as the basis of tourism prosperity. With the aid of marketing mix activities, it is crucial to reposition the Opatija Riviera as an attractive and competitive tourist destination with a recognisable image, capable of attracting potential tourists. Through carefully directed marketing planning and with a view to tourism prosperity, the Opatija Riviera, as a tourist destination, will be able to achieve the required level of imagination, originality and variety with regard to the competition.

Ključne riječi
destination tourism deliberation; quality tourist product; Opatija Riviera repositioning; strategic marketing planning

Hrčak ID: 181604

URI
https://hrcak.srce.hr/181604

[hrvatski] [njemački]

Posjeta: 504 *