engleski

Differentiation of Croatian Marinas Through the International Blue Flag Program

The paper explores possibilities of differentiation in the marina market through involvement in international programs related to the protection and preservation of the natural environment. The growth and development of the nautical tourism market encourages more investment in the improvement of existing and construction of new marinas globally. Consequently, increasing the quality of offered services and facilities, and the emergence of new competitors in the marina market, there is a growing need for an appropriate differentiation. One of the major factors for achieving competitive advantage and long-term business success is distinction offer of some marinas in respect of its competitors. Possession of certificates and awards by various world organizations that implement programs to protect the natural environment is a good source of differentiation. The most common type of awards is the Blue Flag. The Republic of Croatia is a good example because the ratio of the marinas with the Blue Flag and the total number of marinas gives it high position in Europe.

differentiation ; marina ; competitive advantage ; the Blue Flag

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