engleski

Innovation of the Tourism Development Conception of the Ličko-Senjska County

Tourism of the Ličko-senjska County distinguishes with natural prerequisites and diversities that are not sufficiently exploited. Tourism is primarily associated with the National Park Plitvička jezera, the island Pag (the part which belongs to this County), and the coastal area (Senj, Karlobag), while other areas are not enough touristic exploited and positioned, and they are expressing no awareness of the tourism business. The paper analyzes the prerequisites of development, present situation of the Ličko-senjska County tourism, sets goals and strategies of the County development and its three separate natural geographic regions (continental part, coastal part and the island part) with concrete solutions and projects based on the Delphi method, interviews with destination management and author research. The Ličko-senjska County must define a new concept of tourism development based on intellectual capital and quality information that will transform the natural comparative advantages into competitive advantages based on innovation and quality offering. Each area must define its own target segments and to improve quality and differentiate the offer (selective types of tourism, new elements of the offer) in order to satisfy diverse touristic needs in function of affirmation of the tourist business and profit multiplier. The concept of development is based on the parallel improvement of supply and innovation of promotional activity as a function of repositioning on the tourism market. Preconditions for development are a starting point to tourism may well develop in all geographical areas, and that the whole County turned into an attractive tourist destination for those interested in natural resources. It is differentiation of natural resources, as the backbone of development in various selective types of tourism, that is the key to success in the future tourism development based on the principles of sustainable development.

development conception ; the Ličko-senjska County ; competitiveness ; goals ; operating strategies

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