engleski

SITUATIONAL ANALYSIS OF RURAL TOURISM DIGITAL MARKETING IN THE REPUBLIC OF CROATIA

Cities are economically, socially and culturally more developed in comparison to other parts of the countries and regions. On the other hand, geographical areas located outside the city are generally less developed and need the support of local, regional, national and international authorities. In order to support their development, the countries of the European Union have implemented various projects that encourage the development of tourism in rural areas. As an important economic and political activity, especially for the Republic of Croatia, tourism helps to promote socio-economic development and growth of rural parts of the country, region, or the Union, and is presented as a cohesive factor of all social stakeholders in these areas. Rural tourism, as its name suggests, is a specific form of tourism that signifies the temporary and non-lucrative stay of tourists in rural areas, and includes tourism products and services distinctive for these areas. Since the local rural population is predominantly engaged in agriculture, forestry, hunting and fishing, the tourism offer is formed according to the primary activities in rural areas. Therefore, products and services of rural tourism are more complex and are included in the elements of other specific forms of tourism. These are, among others, cultural, eno-gastro and eco- tourism. Furthermore, the characteristics of such destinations attract tourists who, in addition to free time, i.e. leisure and free income, have motivation as a result of internal and external factors. Tourists who visit rural areas are attracted by the specific characteristics of the tourism offer in the countryside, and are encouraged by the escape from everyday life and change the city routine. This group of travellers represents a narrow market niche that tourism products and service providers need to focus on. In order for this to be possible, it is necessary to adjust tourism offer to the described segment of tourism demand. Due to the COVID-19 situation, more precisely due to the limited possibility of physical travel and going to the desired tourism destinations, tourists have changed their behaviour and habits in 2020. They became more digitally present and active on the Internet. Following the new trends and those that preceded them, there was a growth of digital marketing, i.e. marketing that is represented on the Internet and whose target groups use modern, digital technologies on personal computers and smartphones. This paper deals with the research of domestic rural tourism in the digital marketing environment and the analysis of the situation of digital marketing of rural tourism in the Republic of Croatia. Since the tourism offer, and especially the demand on the Internet, are not sufficiently researched in terms of rural tourism in the Republic of Croatia, this paper is focused on their analysis using Internet search and specialized websites, profile analysis (businesses) on social networks and basic marketing tools (such as Google Trends and the Keyword Search Tool). Thus, the research was conducted in two phases. The first phase is the analysis of demand using the above mentioned tools related to search engines and social networks, while the second phase is the analysis of family farms, rural households and similar economic entities engaged in rural tourism. The purpose of this paper is, based on the research, to point out the tactics of digital marketing from the aspect of online representation on the Internet search engine (Google) and on social networks in Croatia. Since similar scientific or professional paper, in which the analysis is performed using tools applied in practice, does not exist, is not available or is not publicly published, the research is of special importance for science, but also for the profession. Furthermore, the shortcomings faced by the tourism offer of rural tourism in the Republic of Croatia include the lack of educated staff and basic marketing skills. For these reasons, in addition to scientific contribution, the paper also contributes to the profession and can be applied in the real sector of rural tourism.

digital marketing ; rural tourism ; rural marketing ; digital market research ; marketing in tourism ; tourism market in Croatia

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