engleski

Marketing Strategy in the Function of Nautical Tourism Development on the Croatia and Montenegrin Coast

The latest trends on the global nautical and tourism market prove that the Croatian and Montenegrin coast are becoming ever more attractive nautical and tourism destinations. Nowadays nautical tourism represents the most competitive Croatian and Montenegrin product while Croatian and Montenegrin coast certainly have the most favourable conditions for development of nautical tourism. The lack of an appropriate marketing strategy in this region led to its unselective development and a weak consumption of nautical tourists. By means of marketing strategy the target markets and consumer groups should be defined and then the competitive and profitable nautical and tourism product should be created by appropriate marketing mix. In order to prove this hypothesis the authors of this paper used scientific methods such as: analysis, comparison, correlation, synthesis and induction.

strategic management ; natucial tourism ; nautical and tourism market

nije evidentirano