Naslov
Marketing issues in tourism development: A case study of Croatia

Autori
Leko-Šimić, Mirna ; Velenik, Robert

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
EUROCHRIE 2004 / Baloglu, Seyhmus - Ankara, 2004

Skup
Global Issues and Trends in the Hospitality and Tourism Industries

Mjesto i datum
Ankara, Turska, 03.11.2004. - 07.11.2004

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Tourism; Croatia; marketing

Sažetak
Tourism, alongside with food production has been identified as a strategic development issue and was given a high development priority in Croatian economy in the past few decades. Its' numerous benefits (employment, development of support industries, multiplier effect, being a source of taxes and export of place-made products stimulator, etc.) have been recognized. During this period tourism has become one of the most important industries in Croatia creating (directly and indirectly) about 22% of annual GDP and 40% of total Croatian exports. The number of tourists is steadily growing at average annual rate of 20% since 1999. Processes of globalization and market liberalization have made tourism a truly international business activity where international customers and their satisfaction with the product and its value create need for different business activities in the area of tourism. About 7.4 million tourists in Croatia in 2003 (or, 83% of all tourists) were foreigners. Both the supply and demand patterns in the tourism market have radically changed, especially in case of Croatia: a part of earlier emitive markets have virtually disappeared, and some of the new markets of Central and Eastern European countries are still underdeveloped for high quality demand. Tourists in general are becoming increasingly demanding and more experienced. Their destination choice, as well as their final evaluation depends on a complex package of motives and expectations. On the supply side the trends of concentration, specialization and standardization of values and quality, as well as the market segmentation are evident. In addition, Croatian tourism bears a heavy burden from the past – for decades Croatia was recognized as a relatively cheap &raquo ; ; ; sun&sea&raquo ; ; ; destination with a very little value-added to offer. As such it could attract only specific market segment, mainly lower income groups and develop only mass tourism. The strategic issue is to reposition the aggregate tourist product and create the new international image of Croatian tourism as a high value brand product. In this context it is clear that marketing activities of tourist businesses and country as a whole are necessary in order to create such an image and attract and maintain profitable customers. These activities start with management of the tourist destination (infrastructure, environment, and natural attractions), development of specific strategies and investments, segmenting and monitoring the tourist market, communicating with tourist market and finally organizing and managing the tourism marketing. The purpose of this paper is twofold: first we try to examine the relative importance of tourism for the national economy and macro strategies for tourism development on the macro (country) level, and the second is to examine the image of Croatian tourism as viewed by foreign tourists that have visited Croatia in summer 2003. We did a pilot survey of 274 tourists that have spent their holidays in Poreč, Istria. Istria is the most developed tourist region in Croatia that brings about 40% of total turnover in tourism in Croatia. Poreč is top tourist destination in Istria and Croatia. It has won the Croatian “ Champion of Tourism Award” for last four years in a row. The results of this survey are presented in the paper. Some of the results are very interesting and they should have managerial implications for further marketing strategies and actions.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA