engleski

Possibilities for marketing evaluation of the tourist region of Slavonia and Baranja

The tourism product of Slavonia and Baranja has not been conceptually established yet since there is no systematic and coordinated marketing management of the region’s tourist offer. This can be changed by applying new management strategies. As a basis for development of a tourist cluster, a community of interest between business and non- business entities is required. The use of clusters will help diminish the regional imbalance and encourage entrepreneurial activities. A uniform marketing programme should be introduced on the tourist region level, with clearly defined stakeholders and the regional tourism organization playing the role of an umbrella organization. Proper positioning of the region will contribute to a more varied tourist offer, greater satisfaction of tourists with target products, product differentiation against competition, and avoidance of competition among continental tourist clusters in Croatia. Furthermore, it will create a basis for image building with emphasis on the main competitive advantages.

marketing; tourist product; cluster; region; Slavonia and Baranja

nije evidentirano