engleski

Development Strategies Functioning as ACI Marina Umag Competitiveness

ACI marina is the largest elite marina in the Istrian region. The analysis of nautical guests opinion on the quality of the marina offer shows significant discrepancies in different segment of its offer. the results emphasize the importance of qulity improvement as well as development and implementation of diverse and origin offer. it is a must to accept modern nautical trends along with autochtonous offer. It is also necessary to develop innovated promotional strategies with the purpose of creating recognizible image. Creative management has got the key role in generating new development directions. Starting from market research, the final goal is to turn the local opportunities into the competitve advantages. The connection with Umag microdestinations is a top priority in the process of creating new quality for nautical tourists and offering them a unique experience.

development strategy; ACI marina Umag; market research; nautical tourism

nije evidentirano