engleski

Competitiveness of Kvarner region: challenges for destination management and branding

Tourism demand for destinations, services and facilities is changing rapidly and only the destinations with high adaptability can expect to survive. Tourists prefer destinations with strong brands that guarantee a high level of service quality and are prepared to pay for it. The Kvarner destination recognizes the importance of tourism, but, as a brand, Kvarner is not distinctive enough. Based on its natural beauty, rich heritage and its vicinity and accessibility to a large part of Europe, it has the potential of becoming a leading destination. This paper is based on the hypothesis that resources strongly support the overall competitiveness of destination Kvarner, than the elements of destination management and that destination brand is not sufficiently distinctive. To assess the competitiveness of Kvarner, a survey was conducted among tourism employees and individuals involved in planning tourism development. Research was carried out in accordance with the Integrated Model of Destination Competitiveness.

destination competitiveness ; destination management ; branding ; Kvarner destination

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