engleski

Special city programs in the function of growth and development of tourism and hospitality offer

Special city programs that city of Split is offering represent a unique experience on the existing tourist market. Two main goals of executing special city programs are to increase the economic effects as well as increasing the level of satisfaction of tourists. Modern tourists have a high level of expectations, which is a major challenge in creating a ‘tourism of experience’. Management of special programs, in this case, represents a relevant segment of global destination management, which deals with planning, organizing, leadership and controlling these special programs. In addition to contributing to the volume of a content offer, special city programs also affect the extension of the tourist season, reduction in seasonality of business in tourism and hospitality, increasing revenue and attracting new guests as well as retaining existing tourists. Programming and execution of special city program has a multiplying effect. It has a direct and indirect impact on revenue growth, it encourages additional employment of professional staff, it creates a virtual platform of a large number of manufacturers and suppliers of products and services and affects the development of the entire destination. Therefore, there is a need for strategic planning of special programs, monitoring the performance of the same and securing all necessary resources for the rollback. Tourist Board of Split plays a major role in accomplishing this as the holder of a destination management. With this approach Split becomes a unique tourist destination, offering a wide range of special events and programs. The purpose of this paper is to show the real impact of programming and executing special city programs put in place specifically focusing on the standpoint by Split Tourist Board. The aim of this paper is to determine to what extent and in what way the special municipal programs are affecting the increase in revenue and the effect on the level of expectations and satisfaction of tourists, by analysing key tourism indicators.

management of special programs, special city programs, experience, satisfaction of tourists, tourist offer, Split Tourist Board.

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