Stakeholder collaboration: implications for improving tourist destination marketing activities (CROSBI ID 670763)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Perišić Prodan, Marina
engleski
Stakeholder collaboration: implications for improving tourist destination marketing activities
In order to establish a high quality tourist experience and create the ideal destination product, it is important to ensure a good collaboration between stakeholders, especially among hotel businesses and tourist boards, as well as to coordinate their marketing activities. The aim of this paper is to research the attitudes on stakeholder collaboration in the process of planning and executing the marketing activities of a tourist destination. Empirical research was conducted on hotel businesses and tourist boards in the Primorje- Gorski Kotar and Istria Counties. This empirical study provides useful insights into the nature of collaboration between stakeholders in conducting marketing activities in the most developed tourist regions in the Republic of Croatia. This research resulted in useful implications for marketing management of hotel businesses and tourist boards in order to contribute to improving the quality of the tourist offer and thus respond to the challenges imposed by modern tourism. Management of hotel businesses and tourist boards should primarily collaborate regarding strategic marketing planning of tourist destinations. The synergic effects of collaborating in this area can enable stimulating the growth of developing new products. By achieving synergic collaboration effects it is possible to establish modern destination tourism development and be(come) competitive on the tourism market.
collaboration ; stakeholders ; tourist destination marketing activities ; hotel businesses ; tourist boards
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Podaci o prilogu
436-444.
2018.
objavljeno
Podaci o matičnoj publikaciji
36th International scientific conference on economic and social development – "Building resilient society"
Veselica, Rozana ; Dukic, Gordana ; Hammes, Khalid
Zagreb: Varazdin Development and Entrepreneurship Agency in cooperation with University North Faculty of Management University of Warsaw Faculty of Law, Economics and Social Sciences Sale - Mohammed V University in Rabat
1849-7535
Podaci o skupu
36th International Scientific Conference on Economic and Social Development: "Building Resilient Society"
predavanje
14.12.2018-15.12.2018
Zagreb, Hrvatska