engleski

Joint Marketing in Strategy of Development of Croatian Tourism

Croatia needs to create a new development strategy for tourism based on its domestic, autochthonous product and a recognisable image. It is essential to implement a tourism policy, which will confirm the interaction of the state, the Croatian Tourism Association (CTA) and all other carriers of the tourism offer. The state is responsible for defining the macro-economic conditions for tourism development, whereas the CTA proposes the general plans of development. The task of the carriers of the offer is to create a competitive advantage in the destination through the differentiation of marketing strategies. Nevertheless, joint marketing and the synergy of all the carriers of the offer in creating new values for tourists play a crucial role in tourism development. Globalisation has created conditions for the growing vertical, horizontal and joint integration of the carriers of the offer in achieving prosperity on the market.

joint marketing; development strategy; destination; globalisation; integration

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