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Sport and Tourism – Motives, Attitudes and Satisfaction of Tourists in Croatia

Sport and tourism are two very important phenomena in Croatia. The image of Croatia is often related to sport as a result of Croatian athletes achieving great success in various sports competitions across the world, as well as due to the fact that sport is an important aspect of the country’s culture. Tourism is one of the key economic activities, it continually grows and it is closely tied to sporting and recreational activities. The reasons for this are the natural resources the country has at its disposal, and the fact that sporting and recreational activities are becoming an increasingly important aspect on the tourist market. The goal of this work is to highlight areas which require improvement showing the survey results on sport and recreation as motives to visit Croatia, and level of satisfaction with the elements of destination supply. The data were collected as a part of a larger survey on attitudes and expenditure of tourists in Croatia (Institute for Tourism, 2015) conducted on 4, 035 respondents interviewed in 76 destinations in the seven coastal counties that account for more than 90% of total overnights realized in Croatia. Results are shown in terms of age, travel party and frequency of visiting Croatia. They illustrate that sport and recreation is among the top ten motives. According to age, ‘sport and recreation’ dominantly motivates the younger age group (younger than 29). The results also show that satisfaction with the diversity of sporting facilities is moderate. Generally, results indicate that further improvement of the quality of sporting and recreational facilities is necessary, as well as better promotion of sport and recreational possibilities among tourists who are already vacationing at the destination. The main recommendation point out better cooperation of sports and tourism organizations on the national as well as on the local level.

satisfaction, motives, sport and recreation, tourism destination, Croatia

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