engleski

The challenges of small enterprises in generating destination creative offer

Abstract Purpose – The goal of the research is determining the role of small enterprises in defining the development concept of the island of Krk, aiming to valorise the cultural values in the qualitative transformation, rejuvenation and repositioning of the destination and focusing on the creation of a specific creative offer. The purpose of the research is to analyse the current creative offer and to define the goals and specific creative tourism development strategies based on creative initiatives of small enterprises and, in particular, the involvement and participation of the local population. The emphasis is placed on the synergetic linking of stakeholders based on the implementation of tourism product club, a culture of learning and knowledge and strategic destination development management. Methodology – The theoretical determinants are based on a multidisciplinary study of the research topic. The applied research is based on in-depth interviews with tourism destination management and small enterprises, aiming to analyse the current situation and actively encourage the creation and development of creative tourism on the island of Krk, as well as define the options and possibilities of cooperation on the way to development. The survey data analysis is based on quantitative (average mark, standard deviation, rank) and qualitative interpretation of the respondents’ attitudes and serves as the basis for the authors’ concrete proposals and conclusions. Findings – The research results are demonstrated at both theoretical and practical level. They are based on a critical analysis of recent literature, the analysis of good practice examples, survey results involving small enterprises and the entrepreneurs’ viewpoints on the existent creative offer, its competitiveness and the potential concrete ways to innovate future strategies. The results are complemented with the authors’ views and suggestions. The paper defines creative offer affirmation and a new business policy of networking and collaboration resulting from the establishment of a tourism product club. The main limitations of this research are its focus on a sole destination and a relatively small research sample. Contribution – This work builds on the theoretical determinants of small enterprises and their role in the creation of the destination’s creative offer, with specific application to the island of Krk. Although creative offer can revive Croatian tourism destinations, the key question remains: how to transform this inexhaustible resource base, creativity and knowledge of the local population into a highly competitive, innovative tourism offer and destination brand based on strategic management and institutional support.

small enterprises ; innovation ; creative tourism ; development concept ; destination development management ; tourism product club

nije evidentirano