Naslov
Development Strategies Functioning as ACI Marina Umag Competitiveness

Autori
Stipanović, Christian ; Gračan, Daniela

Izvornik
Naše more (0469-6255) 52 (2005), 3-4; 163-172

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, prethodno priopćenje, znanstveni

Ključne riječi
development strategy; ACI marina Umag; market research; nautical tourism

Sažetak
ACI marina is the largest elite marina in the Istrian region. The analysis of nautical guests opinion on the quality of the marina offer shows significant discrepancies in different segment of its offer. the results emphasize the importance of qulity improvement as well as development and implementation of diverse and origin offer. it is a must to accept modern nautical trends along with autochtonous offer. It is also necessary to develop innovated promotional strategies with the purpose of creating recognizible image. Creative management has got the key role in generating new development directions. Starting from market research, the final goal is to turn the local opportunities into the competitve advantages. The connection with Umag microdestinations is a top priority in the process of creating new quality for nautical tourists and offering them a unique experience.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA