engleski

Exploring entrepreneurial characteristics in rural tourism: A case study of Croatia

The purpose and aim of this paper is to identify the characteristics of entrepreneurs in tourism in Croatia's rural areas in terms of creating and sustaining market competitiveness. Results were obtained using the interview method on a sample of 200 entrepreneurs who run their businesses in rural parts of the Republic of Croatia. A structured questionnaire was specially designed for the needs of the research. The study includes three groups of characteristics: 1) general characteristics (gender, age, educational background, experience and tradition), 2) the motivation for setting up a business, and 3) perception of work and the problems entrepreneurs are faced with. The research has shown that the typical entrepreneur is a micro entrepreneur with secondary school qualifications and aged 41 – 50, suggesting that middle-aged persons with great experience in business and life, and many business contacts and acquaintances, are usually the ones to engage in entrepreneurial ventures. A small number of respondents are continuing the entrepreneurial tradition of their parents. The greatest interest of entrepreneurs is in further education concerning how to use new forms of marketing (social networks, e- marketing), draw from European and national funds, reach out to new markets, and create networks with other entrepreneurs and design joint offerings. Research conducted indicates the need to provide further education through workshops for micro and small entrepreneurs to ensure and encourage cooperation for the development of entrepreneurship, competitive ability, knowledge transfer and the sustainable development of rural areas.

individual characteristics ; micro entrepreneur ; rural tourism ; competitiveness ; education ; partnership ; EU project

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