engleski

Destination marketing activities of cultural tourism

Many tourist destinations have chosen tourism as the main engine of its growth and development. Cultural tourism, as a special form of tourism, is for an increasing number of tourist destinations a strategic choice based on which they try to use its competitive advantages, to create a unique identity and strengthen their image on the tourism market. For tourist destinations, the benefits from cultural tourism are multiple: economic, social and environmental ; based on which destinations create new opportunities for tourists and local residents. The success of the tourist destination on the tourist market is determined by the efficiency of its destination marketing, by using community-based rather than attraction-based cultural tourism marketing and by creating benefits by building and promoting various experiences. The purpose of this research is to analyze the implemented marketing activities and to identify possibilities for improving cultural tourism marketing in the City of Opatija. Also, promotional activities are analyzed, with the purpose of identifying the most efficient ways of promoting Opatija as a cultural tourism destination. The research was conducted using the survey method. The results indicate that there is a possibility for improving the cultural-tourist product of Opatija based on unused cultural attractions. The research also identifies possibilities for improving the promotion. This paper has empirical implications because it offers information and suggestions to tourist destination management and cultural institutions regarding possibilities for improving cultural tourism marketing activities, which will also help reinforce the image of Opatija on the tourist market.

tourist destination, cultural tourism, community-based marketing, cultural tourism marketing, City of Opatija

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