engleski

Marketing Management on Destination Level, the Case of Dubrovnik

Destinations provide a base for the formulation of tourism products that can be promoted in appropriate market segments and that call for information services based on a destination. Dubrovnik is a destination well-known for the beauty of its natural resources, cultural sights, and its long tradition of maintaining the &raquo ; ; Dubrovnik Summer Festival&laquo ; ; , among other manifestations. The exceptional potential of Dubrovnik s cultural supply has not as yet been exploited enough. Vacation, relaxation and natural beauty are still the main motives of most tourists coming to this destination. However, the fact remains that cultural heritage is a source of satisfaction to almost all visitors coming to Dubrovnik, regardless of their motives. However, until recently, the authorities and the tourist industry have not accomplished much in making the impressive stock of cultural heritage accessible. Therefore, this paper explores how to manage cultural attractions with expertise and long-term know-how. It emphasizes how the management of cultural attractions is the joint task of the tourism and cultural sectors, and how culture is an essential element of tourism policies at all levels, from those national down to the individual municipality. Only culture that is given priority as a function of tourism can produce maximum economic effects. Direct measures to develop and promote cultural attractions rely on local initiatives.

marketing management; destination; Dubrovnik; cultural attractions

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