engleski

Cultural Factors and Intellectual Capital : Determinants of Tourist Comoanies' Marketing Policy

The fundamental goal of this scientific discussion is to research the importance of cultural factors and intellectual capital in proliferation of concurrent tourist supply in Croatian tourist companies and then on the scientifically based, new and original findings about the changes in sociocultural and economic environment, to prove the established hypothesis about the relevant and direct influence of the cultural factors and intellectual capital on the increase of efficiency and effectivity of market policy in tourist companies. In view of their attributes, the applied methodology and the research results as well as the findings in this discussion should represent qualitative starting points to manage changes on the tourist market and to create marketing policy of Croatian tourist company in the function to increase efficiency and effectivity of Croatian tourist supply, thus improving the whole Croatian national economy.

culture; intellectual capital; marketing policy; tourism

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