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APPLICATION OF MARKETING STRATEGY FOR CREATION OF COMPETITIVE OFFER FOR RIVER CRUISE

Drago Ružić ; University of J.J. Strossmayer Osijek, Faculty of Economics, Osijek, Croatia
Irena Bosnić   ORCID icon orcid.org/0000-0002-1952-8505 ; Virovitica College, Department of Tourism, Virovitica, Croatia
Marija Zdunic Borota ; Addiko Bank d.d., Osijek, Croatia

Puni tekst: engleski, pdf (355 KB) str. 10-17 preuzimanja: 161* citiraj
APA 6th Edition
Ružić, D., Bosnić, I. i Zdunic Borota, M. (2017). APPLICATION OF MARKETING STRATEGY FOR CREATION OF COMPETITIVE OFFER FOR RIVER CRUISE. International journal of multidisciplinarity in business and science, 3 (4), 10-17. Preuzeto s https://hrcak.srce.hr/205675
MLA 8th Edition
Ružić, Drago, et al. "APPLICATION OF MARKETING STRATEGY FOR CREATION OF COMPETITIVE OFFER FOR RIVER CRUISE." International journal of multidisciplinarity in business and science, vol. 3, br. 4, 2017, str. 10-17. https://hrcak.srce.hr/205675. Citirano 18.02.2020.
Chicago 17th Edition
Ružić, Drago, Irena Bosnić i Marija Zdunic Borota. "APPLICATION OF MARKETING STRATEGY FOR CREATION OF COMPETITIVE OFFER FOR RIVER CRUISE." International journal of multidisciplinarity in business and science 3, br. 4 (2017): 10-17. https://hrcak.srce.hr/205675
Harvard
Ružić, D., Bosnić, I., i Zdunic Borota, M. (2017). 'APPLICATION OF MARKETING STRATEGY FOR CREATION OF COMPETITIVE OFFER FOR RIVER CRUISE', International journal of multidisciplinarity in business and science, 3(4), str. 10-17. Preuzeto s: https://hrcak.srce.hr/205675 (Datum pristupa: 18.02.2020.)
Vancouver
Ružić D, Bosnić I, Zdunic Borota M. APPLICATION OF MARKETING STRATEGY FOR CREATION OF COMPETITIVE OFFER FOR RIVER CRUISE. International journal of multidisciplinarity in business and science [Internet]. 2017 [pristupljeno 18.02.2020.];3(4):10-17. Dostupno na: https://hrcak.srce.hr/205675
IEEE
D. Ružić, I. Bosnić i M. Zdunic Borota, "APPLICATION OF MARKETING STRATEGY FOR CREATION OF COMPETITIVE OFFER FOR RIVER CRUISE", International journal of multidisciplinarity in business and science, vol.3, br. 4, str. 10-17, 2017. [Online]. Dostupno na: https://hrcak.srce.hr/205675. [Citirano: 18.02.2020.]

Sažetak
In modern tourism segmentation of the tourism market and determination of targeted markets, which would differentiate the tourist offer is becoming a necessity of all subjects that want to be competitive in the global market. Therefore, it is becoming necessary to determine marketing strategies that can increase the competitiveness of river cruise, taking into account the incentives and restrictive factors for further development of this form of tourism in Croatia, and considering
the demands of the market, the demand for river cruises and taking into account the comparative advantages of Croatian rivers and destinations in their surroundings. In order to determine the current trends in the river cruise market, incentives and limiting factors for future development of river cruises and effective marketing strategies that will enable the growth of competitiveness of river cruises in Croatia, in addition to the analysis of secondary data, a primary research was conducted. Information were collected by conducting individual interviews with key stakeholders in river cruises in Croatia. Research has shown that by implementing the strategy of differentiation and market segmentation it is possible to create a variety of unique new tourism experience that will satisfy a certain segment of consumers and
thus position the Croatian Danube region as an attractive destination for travelers who are going on river cruises. In this paper are identified marketing strategies that are currently used by riverboat companies to strengthen their positions on the river cruise market, as well as possible marketing strategies of other participants in the creation of river cruise
products that would contribute to the further development of this form of river tourism in the Republic of Croatia and strengthen the competitive position of Croatian destination ports with international cruises on the Danube river.

Ključne riječi
river cruise; marketing strategy; destination ports; destination management companies

Hrčak ID: 205675

URI
https://hrcak.srce.hr/205675

Posjeta: 221 *