engleski

The Competitive Position of Croatia at the Mediterranean Tourism Market

At the contemporary increasingly open and integrated world tourism market competitiveness measurements have become the most important indicators for each receptive tourism countries all over the world. Almost every tourism country conception, strategies, policy and plan contain indicators of tourism country competitiveness. The main reason for that is at the one hand the high level of accessibility of the almost every tourism destinations and also at the other hand low capability of the tourism destination differentiation toward the other competitors at the tourism market. Every receptive tourism countries, including the Republic of Croatia, constantly research the feature how to achieve and sustain the competitive advantage. Therefore the main aim of the paper is, on the basis of the sampled indicators, to determine the competitive position of the Croatia at the Mediterranean tourism market regarding to the selected nineteen direct and indirect competitors. Beside that the purpose is to recommend directions for getting a better market position and achieve long term competitive advantage. In order to gain insight into the Croatian tourism position regard to the Mediterranean competitors, paper contains consecutive indicators of the market share for the analyzed receptive tourism market: the real tourism share, proportional market share, index of penetration and coefficient of the relative competitiveness. Regarding to the fact that competitiveness is distinctly complex concept which is incessantly reflection of the subjective observations of the qualitative features, for the purpose of the research were used indicators that applied the quantification of the qualitative attributes and that provide an objective comparation. The countries that are included in the research are, according to the indicators, at the different levels of economic and social development and also each of them operates at specific development level in the different circumstances which are in any cases incompatibility with the other country that has completely different development level. Therefore the competitive analysis will be based on description and factography.

competitiveness ; market position ; Croatia ; Mediterranean

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