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izvor podataka: crosbi

Stakeholder collaboration: implications for improving tourist destination marketing activities (CROSBI ID 670763)

Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija

Perišić Prodan, Marina Stakeholder collaboration: implications for improving tourist destination marketing activities // Economic and social development / Veselica, Rozana ; Dukic, Gordana ; Hammes, Khalid (ur.). 2018. str. 436-444

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

Povezanost rada

Ekonomija