ࡱ> 5@ bjbj22 4XX=<<<<<<<P++++d8,PRz--------KQMQMQMQMQMQMQ$TRdVqQ<4--44qQ<<--RR/B/B/B46<-<-KQ/B4KQ/B/BABrgIT<<CJ-- psN+;I7KhR0RIzWAWCJPP<<<<W<CJ-D,0/B1L3---qQqQPP)+BPP+MANAGING THE ENRICHMENT OF TOURISTS EXPENDITURES IN CROATIA Zdenko Cerovi, Ph.D., Full Professor Ines Milohni, M.Sc., Assistant Faculty of Tourism and Hospitality Management, Opatija University of Rijeka, Croatia Abstract The tourists expenditure is determined by the characteristics of tourists supply and demand. It is a well-known fact that the services of accommodation account for the largest part of the tourists expenses, while the tourists spend far less on other services. This pervades the data about the structure of the tourists expenditure, as pertaining to the system of supply of food and beverage services, recreational, and entertainment services as either the factor motivating the tourists to come to Croatia or as the content of the tourists expenditure in Croatia. The goal of this paper is to ascertain the possibilities for increasing the tourists expenditures, and to ascertain its significance as a possible motive for the tourists to come and visit the establishments and objects that operate in tourist destinations on the Croatian coast of the Adriatic. The model for our research is the level of the tourist expenditure in tourist destinations, with a special emphasis on the motivation of tourists to experience some particular sort of content and form of sport, recreational, entertainment, trade goods or autochthon Croatian gastronomic delights offered to them. The authors use correlation of rank to prove their hypothesis about strong interconnection between the tourists expenditures, the motivation of tourists to travel to a certain destination and the satisfaction of tourists with certain elements of the services offered to them by the tourist destination. This paper is divided into three parts. The first part delineates the structure of the expenditures of tourists in Croatia, with a special emphasis on the level and structure of said expenditures. The second part of this paper gives a more detailed explanation of the tourists motives to travel to a destination in Croatia. The facts and recommendations that should lead to an increase in the tourist spending are given at the end. Keywords: tourists spending, motivation for coming, offering more to tourists MANAGING THE ENRICHMENT OF TOURISTS EXPENDITURES IN CROATIA THE STRUCTURE OF THE TOURISTS SPENDING MOTIVATION TO TRAVEL THE MODEL POSSIBLE WAYS TO IMPROVE THE TOURISTS EXPENDITURES CONCLUSION The structure of the tourists spending It is a well-known fact that the structure of tourist demand for services that go beyond mere accommodation and boarding services is relatively bad in Croatian tourist destinations. From this stems the need to research the structure of supply and demand in tourism. The structure of the tourists expenditures, through the purchase of trade goods and sports, recreational and entertainment services is something that should be researched especially thoroughly. This means that there is a need to benchmark the structure of tourists expenditures in Croatia as compared to the competition in the form of other tourist countries. Table 1. Structure of tourists expenditures in Croatia and competitive tourist countries in Croatia (2003.)Italy (2002.)Spain (2002.)France (2002.)Accommodation (Hotel, camp, private rooms)  14,5 15,5 15 16,5Hospitality services (food, drinks) 6 8,5 8 9Trade services (shopping) 4,51099,5Fun, recreation and others 61313,513,5TOTAL31,54743,548,5Source: Cerovi, Z.: Management of tourist consumption of commercial goods in Opatija, 4nd International Scientific Conference, Opatija, 2004. p. 43. The structure of tourists expenditures shows that, as far as the accommodation services are concerned, the prices and general effects are comparable to our competition in other countries. However, this is not the case as far as supply and demand outside the accommodation are concerned. The quality of the services is insufficiently attractive to most of the tourists, who are used to a far higher standard and habits in their countries of origin. When competing on the European tourist market, the destinations should put an emphasis on quality. Motivation to travel The arrival of guests to a certain destination can be explained by various motives. A research about the attitudes and expenditures of tourists in Croatia, conducted by the Croatian Institute for Tourism, has obtained the following results: Table 2. Motives of arrival to Croatia RANGMOTIVES%1.Passive vacation, relaxing66,72.Fun42,53.New experiences and adventures24,64.Natural beauty and resources24,45.Food and drinks, gastronomy19,46.Sport and excercise8,87.Satisfactory prices7,98.Proximity of the destination6,79.Visiting relatives and friends6,010.Cultural monuments and events 6,011.Health reasons5,112.Diving3,013.Other motives2,114.Shopping1,515.Business obligation1,316.Religious reasons0,2Source: Maruai Z., et al, :  TOMAS 2004.-Stavovi i potroanja turista u Hrvatskoj , Institut za turizam Zagreb, Zagreb 2005, p. 35. It is possible to conclude that the supply of catering services (food and drink), as well as other tourist services (buying trade goods, sports, recreation and entertainment) are not the primary motive for the foreign tourists to come to Croatia. Its natural resources are doubtlessly an advantage for Croatia as a tourist destination. However, they are not sufficient to give Croatia a competitive advantage under modern conditions. Natural beauty is no longer sufficient to motivate the tourists who are looking for more attractive offerings. Therefore, the emphasis should be placed on inventing new, different and attractive content, which should be offered at the highest standard of quality. Within this paper we have therefore tried to prove or disprove these hypotheses by using a non-parameter method, and to come to a conclusion about the dependence of the tourists spending and their motivation to travel to a certain tourist destination. The model By examining the connections with the help of a rank correlation coefficient we tried to prove or disprove these hypotheses and to come to a conclusion about the dependence of the tourists spending and their motivation to travel to a certain tourist destination. A correlation coefficient can be calculated by using a non-parameter method, that is, by correlating rank. In our given model and by using the Spearman formula the symbols have the following meanings: n is the number of pairs of values x and y rx are the ranked values of the variable x ry are the ranked values of the variable y d = rx-ry differentiation of the ranked values x and y The values of the variable x have been ranked in such a way that the lowest value was assigned the ranking of 1 and the highest the ranking of 4. Values ranked in such a way (rx) were written into column number 4. The values of variable y were ranked in the same way. Table 3. Motive of arrival and tourists' expenditures in Croatia Motive of arrival in %Tourism expenditure in Ranked variables  and y by sizer- rydyrryd1234567Fun42,56,012-11Hospitality services19,46,02200Trade services1,54,54400Sports, recreation and other8,86,03211"-----2Source: Tables 1 and 2 In the cases where values rx and ry are identical for each unit , the correlation is positive and complete. In that case the differentiation of ranked values of variables x and y equals 0 (d=0). In other words, the coefficient of rank correlation r=1 points to the existence of a strong positive and functional connection between the motivation for arrival and tourist spending. The results we got can be explained in the following way: n = 5, " d = 2, so Spearman's coefficient of rank correlation is: 6 "( r- ry) 6 " d 12 r ' = 1 - -------------- = 1 - --------- = 1 - ------ = 0,9 n (n - 1 ) n - n 120 The motivation to travel and to choose Croatia as ones destination is not affected by specific attractions on offer, such as sports, recreation, entertainment, trade goods or gastronomic offerings. The motive to travel to one of Croatias destinations is a result of a general interest to travel to and stay in Croatia, but no specific motive can be separated as the primary reason why the destination was selected. Table 4. Level of satisfaction by elements of offer Fun and entertainment varietyVery lowShopping possibilities of trade goodsVery lowFood qualityMediumSport and recreation varietyVery lowSource: Adapted from Marui Z., et al, :  TOMAS 2004.- Stavovi i potroanja turista u Hrvatskoj , Institut za turizam Zagreb, Zagreb 2005., p. 49 The research about tourist satisfaction points a very low level of satisfaction with certain elements of offer. Although entertainment ranks pretty high as one of the motives for the tourists arrival, their satisfaction with Croatias entertainment attractions is also pretty low. This is the reason of a very low level of spending in that segment of Croatias tourist product. The low level of money spent by tourists on attractions outside the accommodation is a result of insufficient interest in mentioned attractions, which with their level of quality do not satisfy the needs and expectations of modern guests. Possible ways to improve the tourists expenditures We now face the question of how to improve the tourist demand and spending in objects and with attractions offered in our tourist destinations. It is certainly possible to increase the demand for such attractions; however, the number of the attractions that will motivate the tourists to come to our destinations must be improved, which means more trade goods, more entertainment, recreation and sports; the quality of which must match the highest expectations that the tourists may have had when they chose one of our destinations. The programs to improve the tourists expenditures can be some of the following: activities to improve the tourists expenditures through the increased quality of trade goods supply organize themed traders streets in tourist destinations organize the supply of trade goods under the system of public-private enterprise encourage production and distribution of a recognizable indigenous souvenir based on old arts and crafts encourage the offer of brand merchandize which has recognizable market niches (both domestic and foreign) introduce a planned city tax with an extension of the tax free system to improve the competitiveness of the trade goods offered in tourist destinations part of the lodging tax should be diverted towards improving the themed streets offering the souvenirs and other trade goods activities to improve the tourists expenditures through the increased supply of sporting, recreational and entertainment activities: encourage growth of small enterprise aimed at increasing the number of objects and attractions offering sporting, recreational and entertainment activities (mega entertainment programs) local authorities should encourage the growth of private enterprise (with appropriate tax reduction policy) local development plans (GUP and DUP) should include areas where the aforementioned attractions could be built increase the development of sports culture in schools and encourage the local residents to participate in recreational activities activities to improve the tourists expenditures through the higher quality of gastronomic attractions: encourage the renewal of old, forgotten meals and gastronomic traditions reduce the value added tax from 22% to at most 10% for food and 15% for drinks, wine and beverages improve the work of Fruit, Vegetable and Fish Market , which would improve the competitive advantages of catering (Croatian chamber of Economy) local governments and tourist communities should form DMO (Destination Management Organization) which should ensure the higher quality of catering attractions in their particular destinations The suggested possible forms of improvement of the tourists expenditure are only a part of the basic suggestions which need economic, legal and market finalization so that a potential model of the tourists expenditure improvements can be had. Tourist expenditure is a complex system of tourist demand for accommodation services, basic food and drink, and a whole host of other services that the tourists use during their stay in a destination. This is a complex system of material and non-material goods and services, to which the tourists impressions are always added. 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Of especial importance is the increase of number of non-accommodation attraction through the increase of number and quality of services, and the quantity of tourist spending. Conclusion The fact that non-accommodation services are not the motive for choosing a tourist destination, and the low tourist expenditure on those services is the result of the fact that the quality of those services is lower than what the guests expect. It is up to the management of the tourist destinations, and those whose well-being is tied to the further development of tourist supply and quality of life in their destination, to encourage further growth of tourist demand for objects and attractions that are offered to tourists in their destination. The attractions already on offer (trade goods and sports, recreational and entertainment attractions) are not the primary motive for the tourists to come to Croatia, but the tourists are ready to come and use them if their quality matches the tourists expectations, which is already being created through a strong process of rebuilding and revitalization of existing accommodation capacities in Croatian hotels. 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