engleski

Importance of strategic managing in development a competitive event tourist offer

Purpose – Over the years numerous world destinations have recognized the advantages of organizing events and manifestations, and have focused their efforts towards that direction in order to expand their tourist offer and make it, as well as the destination, more competitive and recognizable. As a country with a long tourist tradition, rich cultural- historical heritage, etc., Croatia still hasn´t reached the true level of competitiveness of its (event) tourism offer, despite its potential as well as the activities undertaken until now. The purpose of this paper is to present the characteristics and current state of the offer of tourist events in the Republic of Croatia, as well to propose strategic guidelines for its future development. Methodology – The authors have conducted an analysis of the scientific literature, as well as the available secondary data. Findings – The paper presents possibility of development of a competitive event tourism offer in Croatia, based on its natural, cultural-historical and other particularities. Its successful development will result in increase of the tourist turnover, and reduction of the seasonality in Croatian tourism. New theoretical findings in strategic managing and application of positive practical experiences will ensure growth of recognizability and competitiveness of Croatia as a tourist destination. Contribution – Contribution of this paper manifests in increasing the understanding of importance of event tourism and strategies in its development, as well as how its successful development can positively influence on the preservation of Croatian tradition and through that the improvement of total Croatian tourist offer

event tourism ; strategies ; strategic management ; competitiveness ; Croatia

Zbornik radova objavljen na CD-u (s ISBN-om) je indeksiran u CIRET, EBSCO – Hospitality & Tourism Complete, ProQuest – ABI/INFORM and RePEc.