engleski

INNOVATING THE DEVELOPMENT CONCEPT TO ENHANCE THE COMPETITIVENESS OF PRIMORSKO-GORANSKA COUNTY TOURISM

The tourism industry of Croatia, Primorsko- Goranska County (PGC) included, has failed to valorise the preconditions for its development despite positive trends in times of recession. While the numbers of tourist arrivals and overnights are highlighted, figures pertaining to financial performance are skated over. The advantages of the PGC tourism offering are based upon natural conditions, whereas weaknesses can be found in all segments of tourism superstructure, as well as in the non-differentiated mass tourism offering and in the lack of distinctiveness resulting in pronounced seasonal operations and low tourist spending. An innovated concept of PGC tourism development has to turn comparative advantages (natural beauty) into competitive advantages based on innovation and quality in responding to globalisation challenges and turbulent market changes. This paper provides a situational analysis and sets qualitative and quantitative goals, as well as operational strategies (R/D strategy, marketing strategy, offer strategy, human resource strategy), at a level of three sub- regions (coastal area, island, mountains) with the aim of transforming the PGC into a competitive and appealing destination and positioning it on the market as such. The synergy of natural and geographic diversity in creating a unique product based on local and indigenous values, novel forms of the offering, events and a new value system based on knowledge, intellectual capital and a new relationship with tourists guarantee the qualitative transformation of PGC tourism and the ability to adapt to new trends in demand.

tourism, PGC, competitiveness, tourism development concept, repositioning

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