ࡱ> moly5@ 0>bjbj22 8XX\jjjjjjj~////d 0~yU0L6161616161b1$1PTRTRTRTRTRTRT$/VRXjvTj>6161>>vTjj61613ULLL>$ j61j61PTL>PTLLLHOjjO610 т/H`O,P$IU0yUhO,XcKNXO~~jjjjO0XjOh15L8L:111vTvT~~(b*DL ~~b*Dora Smolcic Jurdana, Ph.D., Assistant Professor Dragan Magas, Ph.D., Full Professor Zeljka Branilovic, student FTHM Faculty of Tourism and Hospitality Management Opatija Naselje Ika, Primorska 42, P.O.Box 97 51410 Opatija CROATIA Tel. +385 51 294 713 Fax. +385 51 291 965 E-mail:  HYPERLINK "mailto:Dora.Smolcic@fthm.hr" Dora.Smolcic@fthm.hr EVALUATION OF THE KVARNER TOURIST OFFER: PRESENT SITUATION AND FUTURE POSIBILITIES Summary The region Kvarner (Croatia) is one of the best-developed tourist regions in Croatia, already well known on the important markets. The tourist offer of Kvarner has been developing intensively over the last 30 years, and tourism is the key element of the regions development strategy. Considering all circumstances and present situation of the Kvarner region, considering the available resources and future economic plans of the region, the concept of sustainable development is seen as the most appropriate in order to achieve the social and economical goals, i.e. to improve the welfare of the local residents and to satisfy the contemporary tourists needs. The paper is prepared on the two relevant backgrounds: (a) complex survey of the attitudes of tourists, local residents and tourism management regarding the tourist offer of the Kvarner region (comparison of the results 2003, 2005/06); (b) main findings of the Tourism Development Master Plan for Kvarner Region. Key words: Kvarner, tourist offer, tourist demand, tourist destination 1. Introduction The Kvarner region is one of the best-developed tourism destinations in Croatia, and represents approximately 22% of the total tourist traffic in Croatia. Although this region is quite well developed, it is currently at a turning point in its development, and to be competitive it will need to introduce many new activities and investments on the tourist market. Beautiful landscapes, rich cultural heritage, a pleasant climate and the hospitality of local residents are not sufficient for successful future tourism development. 2. Evaluation of the Kvarner tourist offer: attitudes of tourists The structure of accommodation capacities of the Kvarner region is not adequate. The hotels share only 12 % of accommodation capacities and there is a very large number of capacities in camps (where the tourist traffic is very seasonal) and private accommodation (rooms or apartments in private houses). Chart 1. Structure of accommodation capacities - Kvarner region  EMBED MSGraph.Chart.8 \s  Source: Statistical yearbook of PGZ, 2004. Although the Kvarner offers a variety of different activities, events and cultural offer the tourist traffic is extremely seasonal and that is one of the biggest problems. All activities and marketing actions are focused to achieve the one of the most important economic goals trying to minimize the seasonality of the tourist traffic and to activate all available resources, because Kvarner can offer much more than sun & sea. Chart 2. Distribution of the tourist traffic of Kvarner region  EMBED Word.Picture.8  Source: Statistical yearbook of PGZ, 1999; Statistical yearbook of PGZ, 2004. Approximately 80% of tourists who are visiting Kvarner come from foreign countries, mostly from Germany, Italy, Austria, Slovenia, Hungry. The share of domestic tourists is still on the quite low level; therefore the domestic market is pointed out as an important market to develop in future. Chart 3. Important generating markets for Kvarner region  EMBED MSGraph.Chart.8 \s  Source: Statistical yearbook of PGZ, 2004. The basis for the analysis of the Kvarner tourist offer is the result of the study An Assessment of the Tourist Offer of the Kvarner Region. The survey was made in years 2003 and 2005/06. Based on the model of the Kvarner region as a tourist destination, these findings will serve to determine the criteria for shaping the tourism product of this region. The aim of the study An Assessment of the Tourist Offer of the Kvarner Region was to determine the extent to which the current tourism offers of the Kvarner and other more localized destinations have adapted to the demands of the world market firmly focused on consumer preferences. (Blazevic, B., Persic, M., 2004; Blazevic, B., Persic, M., 2007) Continually shifting due rapid changes in technology, culture and economy, these preferences impact on the socio-cultural, natural, economic and environmental transformation of the tourist destination itself. Hence research was focused on the interaction of these factors at the level of the Kvarner tourist destination. A stratified random sample was used in the study. Data on tourist traffic (number of tourist arrivals) in the County of Primorsko-goranska based on monthly reports of the Central Bureau of Statistics of Croatia were used as a framework in selecting the sample. Stratification was carried out according to destinations, types of accommodation facilities, and tourist-generating countries. The sample comprised four types of accommodation facilities (hotels, tourist complexes, motor-camps, and accommodation in private homes), which accounted almost 95 per cent of the tourist traffic of the County of Primorsko-goranska. The size of the sample was planned at 1925 respondents. During the survey 1828 questionnaires properly filled out were collected, representing an 95 per cent response rate. Travel motivations and means of transportation The principle travel motivation of tourists to the destination involves leisure and relaxation (67,7 per cent). On the rank list of travel motivations, this is followed by a group of almost equally attractive motivations: fun, entertainment and new experiences (14,4 per cent); and scenic spots and beautiful landscapes (10,6 per cent). The study shows that the motivations of a very small number of tourists involved culture, sports and health. Figure 1. Motivations of tourists; survey 2005/06 Motive%Leisure and relaxation67,7Fun, entertainment and new experiences14,4Scenic spots and beautiful landscapes10,6Culture0,4Sport0,3Health0,9Business, conferences1,7Hoby1,4Visiting relatives of friends1,9Gastronomy 0,7TOTAL100,0 Source: Bla~evi, B., Perai M. ed. (2007) Ocjena turisti ke ponude Kvarnera, Tourism and Hospitality Management, 13 (1), Fakultet za turisti ki i hotelski menad~ment Opatija, WIFI Osterreich, Wien, T.E.I. Greece A large portion of tourists (51,9 per cent) were first-time visitors to the Kvarner region. About 48,1 per cent have made repeated visits to the region. The majority of tourists (61,5 per cent) intends to make a repeat visit to the destination, and this testifies to the loyalty of a particular segment of tourists. (It has to be pointed out that the proportion of those tourists who want to repeat the visit in the research made in year 2003 was 70%). 32,1 per cent of tourists are indecisive regarding a repeat visit, whereas 6,4 per cent do not intend to visit the destination again. To obtain a clearer picture of tourists travelling to the destination, an analysis was made of the means of transportation engaged in tourist arrivals. Cars are shown to be the prevailing form of transportation used in reaching the Kvarner region. The majority of tourists (76,4 per cent) arrives at the destination in passenger cars. Tourists also favour bus transportation (15,6 per cent) for travelling to the destination. The smallest number of tourists uses trains, ships, boats, airplanes, motorcycles or bicycles. The vast majority of tourists (79,4 per cent) prefers to make travelling and accommodation arrangements independently. Only about 20,6 per cent prefer to leave all arrangements to travel agencies. As expected, tourists who make their own travelling arrangements tend to arrive at the destination by passenger car, while those using the services of tourist agencies usually reach the destination by bus. In the second part of the questionnaire tourists, residents and tourist managers were asked to rate the various elements of the tourist offer. An attempt was made to determine whether these groups perceive individual elements in the same way or not. The opinions of each group of stakeholders were also rated with regard to issues of special interest to the group in questions. For this purpose, the elements of the tourist offer were divided into categories: (a) area, resources, environment, (b) residents employees, (c) identifiability, security, information, (d) destination management, (e) contents. For the purpose of this paper the attitudes of the tourists (research 2005/06) will be pointed out. Respondents were asked to rate their degree of satisfaction with 37 elements of the tourism offer of the Kvarner region and its destinations involved in the survey, on a scale from 1 to 7 (1 very dissatisfied, 7 very satisfied) Figure 2. Tourist satisfaction with the elements of the Kvarner tourism offer: top +/- 10 ; survey 2005/06 10 elements of the tourism offer resulting in the highest tourist satisfaction10 elements of the tourism offer resulting in the lowest tourist satisfaction1.Beautiful landscapes5,701.Congresses and meetings3,532.Quality of the sea5,612.Available parking space 4,073.Hospitable catering staff5,393.Health tourism facilities 4,174.Parks and green areas5,384.Organisation of local traffic Sports facilities and events 4,405.Promenades Friendly and hospitable residents 5,375.Facilities and events for children4,506.Preserved environment Local gastronomy5,286.Facilities for nautical tourism4,547.Working hours of catering services5,257.Events4,598.Cleanliness and maintenance of the destination Cleanliness and maintenance of beaches5,238.Entertainment opportunities 4,629.Healthy climate Foreign language skills of the catering staff5,229.Cultural tourism offer4,6910.Accomodation facilities5,2010.Beaches - overcrowding 4,74 Source: Bla~evi, B., Perai M. ed. (2007) Ocjena turisti ke ponude Kvarnera, Tourism and Hospitality Management, 13 (1), Fakultet za turisti ki i hotelski menad~ment Opatija, WIFI Osterreich, Wien, T.E.I. Greece Figure 2 illustrates the elements that contribute the most and the least to tourist satisfaction. Tourists are most satisfied with the beautiful landscapes and the quality of the sea. It should be noted that tourists are especially satisfied with staff. In addition it should be pointed out that all of the ten elements received a rating higher than five, indicating the extent of tourist satisfaction with these aspects of the tourism offer. Tourists have expressed their dissatisfaction with elements regarding destination accessibility, parking space, sports, entertainment and health tourism offer things every discerning tourist demands the most. If we compare the ratings obtained by the tourist survey with the ratings provided by the local residents, we can see that latter are more critical in evaluating the Kvarner tourism offer. This can be explained by the greater awareness of residents and renters with regard to the weaknesses of the destination and with regard to current tourism development issues The grade for congresses and meetings is the lowest one, but it has to pointed out that there is a big difference between local municipalities/cities regarding this offer. This complex survey analysed not just the satisfaction of tourist, but also and expectations of tourist. Comparing the satisfaction and expectations makes obvious that in each of 37 evaluated elements of tourist offer, the expectations were (a little bit) higher than satisfaction. 3. SYNTESIS OF EVALUATION OF THE KVARNER REGION TOURIST OFFER Based on the survey, field studies and numerous discussions, the key strengths, weaknesses, opportunities and threats of the Kvarner regions as a tourism destination have been identified. To facilitate the positioning of the Kvarner region, a SWOT matrix has been developed, which provides a summary of the key findings. Figure 3. SWOT matrix of the Kvarner region STRENGTHS Geo-transportation position, proximity of main tourist-generating markets Accessibility by sea, land and air Climate Rich heritage Identifiable events Tradition in tourism Identifiable image on foreign markets Positive attitude of residents towards tourism development Generally well preserved environment Improvements to traffic infrastructures Documents and plans Educational institutions Professional and scientific support (R&D) High level of safety and security Quality improvement of the tourism offer Unity of diversityWEAKNESSES Environmentally conflicting development options Domination of the traditional sun and sea product Pronounced seasonality Insufficiently differentiated offer Disadvantageous structure and lacking quality of accommodation facilities Inadequately developed tourism facilities Infrastructure Underdeveloped destination management Issues concerning privatisation and recapitalisation of large tourism enterprises Partnerships Traffic issues airports, traffic between the islands and the mainland, local traffic, parking space Insufficient tourism signalisation Absence of well-known brands Lack of synergic actionOPPORTUNITIES Prerequisites to developing new tourism products and their modalities Diversification of areas and products Valorisation of the hinterland and Gorski Kotar Continuous quality improvement Opportunities for year-round operations Capturing new markets and increasing market shares in existing markets Sustainable development Promoting local cultural identity Increasing protected natural areas Public Private Partnerships Integrated destination quality THREATS Conflicting development options Insufficient number of professional staff Competition with other Croatian coastal destinations Growing number of new destinations on the world tourist market competition Possible polluting Visual contamination of areas through excessive construction Overloading of areas in excess of the carrying capacity of individual areas Demography future trends in population growth in relation to development needs Turbulent environment Source: Glavni plan razvoja turizma Primorsko-goranske ~upanije The advantageous geographical and transportation position of the Kvarner region has been repeatedly emphasised, and with the construction of new roads the region will indeed be within easy reach of tourists from Slovenia, Italy, Austria and Germany. The region can also be accessed by sea, a route that has not been sufficiently exploited (with the exception of boaters). Its turbulent history, rich culture and long-standing tradition of tourism spanning more than 160 years combine to make the Kvarner region identifiable on the tourist market. The regions tradition of tourism is the reason for the positive attitude of residents to and support for the further development of tourism. Unique landscapes and a wealth of diversities in a fairly small area the islands, the coasts, woodlands, and mountains provide for shaping a tourism offer capable of meeting the differing interests and desires of tourists of the twenty-first century. With regard to the environment, comprehensive efforts are being made to protect and preserve nature, and the necessity of development in accordance to the principles of sustainable development has been embraced across all levels. (Smolcic Jurdana, 2003; Inskeep, 1994; Aronsson, 2000, Weaver, 2001) The County of Primorsko-goranska (Kvarner) has adopted or is in the process of adopting two documents crucial to its further development: the Spatial Plan of the County and the County Master Plan of Tourism Development. These plans deal with tourism as an integral part of the Countys overall economic system and its driving force. The Kvarner region as a tourist destination also has its share of weaknesses. Namely, despite the great concern for environmental protection, there have been initiatives and even concrete decisions that could result in the environmental pollution of the area. Also pronounced seasonality is present, despite the existence of a resource base that could provide for year-round operations or could mitigate seasonal oscillations. Therefore, efforts should focus not on the tourist season but rather on the tourist year by actively organizing and presenting appealing programs on the tourist market. The task is to increase the market share on existing tourist-generating markets and to capture new markets. The inadequate structure and lacking quality of accommodation facilities is also a concerning issue. This problem is directly linked to the issues of privatisation and the need of recapitalisation primarily in large tourism enterprises. Over the past decade, tourism literature and practise worldwide have been intensively engaged with the issue of tourist destination management. Well-thought out and efficient management of the tourist destination should encourage innovations at both the destination level as well as at the business level to create the necessary synergic action of all stakeholders (Magas, 2003; Laws, 1995; Maga, 2002). The construction of new roads has significantly improved the accessibility of the Kvarner region, but it has also opened new competitive markets the region of Dalmatia, in particular, which is also one of the so-called bussing destinations. It is to the advantage of the region to attract more guests arriving by air; to do so, however, require improvements in the facilities and the organisation of the Rijeka Airport in Omialj (the island of Krk). Nevertheless, the Zagreb Airport could also be an attractive opportunity for Kvarner tourism, as tourists could be transferred quickly and conveniently to the coast. In accordance with the commitment to sustainable development, it would be necessary to introduce environment-friendly means of transportation within the destination. Almost all of the regions towns and municipalities are struggling with the lack of parking spaces and especially garages (which are extremely rare). Tourists visiting Kvarner stress this as a crucial issue. Improving the management of local traffic (at sea, as well as on land) could help to mitigate this problem. Educational and scientific institutions (the network of secondary schools, the University of Rijeka) provide an excellent base in educating human resources for the needs of tourism of the future. Despite this, however, there is evidence of the shortage of professionals in the catering industry, caused by the drain of skilled workers over the past 15 years to countries abroad and the failure, during this time, to train new staff and to invest in their permanent education. Another important issue in certain parts of the region is the issue of exceeding the limits of carrying capacity, which is directly related to the exceptionally seasonal character of operations. A number of towns and municipalities, such as Crikvenica, Baka and others, have already recorded numbers greatly exceeding their carrying capacities (Miller, 2001; Mihali , 2000, PPA/CRA, 1997). The excessive construction of holiday flats in many picturesque spots along the coast (for example in Malinska) has only amplified this issue. This, together with spatial overloading, infrastructure and the negative attitude of local residents, results in the visual pollution of the area, with very little positive economic impact. The attractiveness of Kvarner as tourist destination and economic base of tourism will therefore depends on successful natural and cultural resources management. In the competitive world tourist market the quality of natural environment, its' preservation and attractiveness, i.e. ecological value of the Kvarner tourist product will have a great importance. Therefore, the ecological values of Kvarner region have been analyzed from two points of view: as a prerequisite for future tourism development and as an integral part of tourist product of Kvarner. Future of tourism in the Kvarner region is in the integration of economic activities and sustainable development with the special accent on the condition of natural environment. The aim is to build the positive relationship between the economy and ecology. The main strategic orientation for future tourism development of Kvarner region is sustainable development. The aim is to improve the tourist product of the region and to preserve the natural resources, space and cultural heritage and social specific attributes at the same time. The aim is demanding, and therefore is been developed the set of actions and measures to implement the concept. CONCLUSION Considering all circumstances and present situation of the Kvarner region, considering the available resources and future economic plans of the region, the concept of sustainable development is seen as the most appropriate in order to achieve the social and economical goals. Nevertheless, the survey shows that there are still week points of the tourist offer of Kvarner and the main task is to improve this kind of offer in order to improve competitiveness on the tourist market. References: Aronsson, L. (2000) The Development of Sustainable Tourism, London, New York: Continuum Bla~evi, B., Perai M. ed. (2004) Ocjena turisti ke ponude Kvarnera  Turisti ka regionalizacija u globalnim procesima, Tourism and Hospitality Management, 10 (4), Fakultet za turisti ki i hotelski menad~ment Opatija i WIFI Osterreich, Wien/Opatija Bla~evi, B., Perai M. ed. (2007) Ocjena turisti ke ponude Kvarnera, Tourism and Hospitality Management, 13 (1), Fakultet za turisti ki i hotelski menad~ment Opatija, WIFI Osterreich, Wien, T.E.I. Greece Coccossis,H. (1996) Tourism and sustainability: Persp1U  . 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(1994), The Thorny Path to Sustainable Tourism Development, Proccedings of the Conference Prema odr~ivom razvitku turizma u Hrvatskoj, Zagreb: Institut za turizam Pan i Kombol, T. (2000), Selektivni turizam: uvod u menad~ment kulturnih i prirodnih resursa, Matulji: TMCP Sagena PPA/CRA (1997) Smjernice za procjenu prihvatnog kapaciteta sredozemnih obalnih podru ja za turizam, Split: Centar regionalnih aktivnosti Programa prioritetnih aktivnosti Skupina autora (J. Peri) (2006) Glavni plan razvoja turizma Primorsko-goranske ~upanije, Sveu iliate u Rijeci, Rijeka Smolcic Jurdana, D. (2003) Measurement Methods in Achieving Sustainable Tourism Development, International conference  Evaluation of the environment for tourist services , Bratislava: University of Economics Bratislava Weaver, D. (2001) Ecotourism, Milton: John Wiley & Sons Australia ֽ|V8:<>񷬡hfhfmH sH hhN5mH sH hN5CJaJmH sH hmUCJaJmH sH "hhN56CJ]aJmH sH hhN56CJaJmH sH hhN5CJaJmH sH 61h/R :p/. 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