engleski

The importance of developing cultural tourism in creating competitive advantages of Croatian tourism

At present there are a growing number of tourist destinations that are trying to obtain its place on the tourist market. The most successful destinations will be those who will best suit the preferences of tourists and that will develop such a destination product that will be a special and distinctive to the tourist market. With the development of cultural tourism recognition, authenticity and uniqueness can be achieved on the tourist market. Cultural tourism is one of the forms of tourism and its development must be integrated into the development of tourism destination. Tourist destinations can not only develop cultural tourism because it could be counterproductive for the actual destination since it is known that culture as a primary motivation for travel includes only 3% of the tourism market. The product of cultural tourism must be part of the destination product as it will be on the way to achieve all those benefits of cultural tourism development. The success of any destination depends on the destination system. The main goal of any destination is to achieve long-term competitive advantage in the tourism market. The task of strategic management is to achieve competitive advantage. Management of tourist destinations has to manage the development of cultural tourism in such a way as to obtain all the benefits and to minimize or avoid all the negative impacts. The development of tourism, including cultural tourism in most cases is managed by the tourist board, therefore the purpose of this paper is to determine whether the existing organizational structure matches the market requirements, i.e., whether the current destination system manages the development of cultural tourism in a way that generates competitive advantage. The purpose of this work is to assess the competitive advantage of cultural tourism of Croatia through quantitative and qualitative analysis.

cultural tourism; competitive advantage; tourist destinations; destination product; strategic management

Rad je zastupljen u bazama podataka: e-JEL, JEL, EconLit, The Journal of Economic Literature