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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 id 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: 767

citiraj


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

Datum izdavanja:

1.8.2017.

Posjeta: 1.313 *