engleski

Managing wellness offer based on tourism analysis in coastal Croatia

As a part of European Mediterranean, Croatia is traditionally considered to be a ‘sun and sea’ destination, which is confirmed by the fact that the majority of tourism flow is generated in coastal destinations and during summer season. This is a consequence of the main reasons to choose Croatia as a tourism destination. Rest and relaxation are the main motives for tourist to come to Croatia (to more than 75% of guests during the last decade), while only 4 to 6% guests are motivated by wellness and health (WH) reasons. In spite of that, involvement of tourists in health- recreational and wellness (HRW) programs is continuously pointing a growth trend. Every third guest today is involved in those activities. The goal of this paper is to analyze the number and structure of tourists involves in HRW programs during their summer vacations in Croatia, as a function of improving management of wellness offer, The main hypothesis of the paper is that there is a disproportion between tourists’ motivation with WH activities and their involvement in HRW programs, which is the assumption of successful management of wellness offer. In providing this hypothesis a quantitative analysis of tourism demand was conducted based on primary research data. The scientific methods used in the paper are desk research and SWOT analysis.

wellness ; tourism demand for wellness programs ; managing wellness offer in Croatia

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