engleski

The role of the public sector in defining the communication strategies in the Croatian tourism industry

The paper describes communication strategies in the tourism industry. After an overview in the paper are discussed issues in tourist destination communication, i.e. the larger social, political, economic, and cultural climate in which tourist destinations creates their images and projects their voices, the "opportune moment" for communications, the need to understand and capitalize on the psychology of constituencies, the best mix of communication channels and the ethical dimension of tourism industry communication. Tourist destination needs to pay attention to communication strategies because missed opportunities and potentially dangerous threats to industry performance are the alternatives. In the paper then are described the possibilities for applying communication strategies on Croatian tourism industry. It is emphasized that the main characteristics of Croatian tourism industry are the inadequate quality level of services, unfavorable structure and low level of utilization. However, unclear identity can easily hurt tourism industry success and in order to bring about change (improvement the quality of Croatian tourism industry) the application of the communication strategies will be needed.

Communications; Communication strategies; Public sector; Tourist destination; Croatian tourism industry

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