engleski

Contribution of events in strategic positioning of a destination on a tourist market: Case study of Kastafsko kulturno leto

Over the years, tourists have been showing a more and more growing interest in attending and participating in cultural and similar specific events, which resulted in it becoming one of the most developed parts of the contemporary tourism industry in the world. Organization of events brings numerous socioeconomic benefits, respectively, growth of total tourist turnover, stimulation of the interaction between tourists and domestic population in the host- destination, and achieving higher level of recognisability, and competitive strategic positioning of not only the offer, but the destination itself on the tourist market. One of the cultural events that definitely needs to be pointed out as a part of Croatian tourist offer is Kastafsko kulturno leto, which is being organized in the summer period in the city of Kastav, in Primorsko- goranska County. This event represents a unique synergy of various musical, drama, film, literary, educational and other facilities, in which participate not only domestic, but foreign interpreters as well. The diversity of offer within this event can satisfy the desires and “appetites” of tourists who seek new and different cultural experiences, as well as exploring new and unique destinations with a cultural-historical tradition, such as Kastav. The purpose of this paper is to point out the importance of events based on culture in function of enriching the total tourist offer of a destination, and its contribution towards achieving successful strategic positioning on the tourist market. The goal of the paper is to point out the importance of Kastafsko kulturno leto as a cultural event in improving the competitiveness of the city of Kastav as a tourist destination.

Cultural events ; tourism ; Kastafsko kulturno leto ; strategic positioning ; competitiveness ; tourist destination

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