Pregled bibliografske jedinice broj: 639447
Possibilities for marketing evaluation of the tourist region of Slavonia and Baranja
Possibilities for marketing evaluation of the tourist region of Slavonia and Baranja // 20. bienalni međunarodni kongres Turizam i hotelska industrija 2010 : novi trendovi u turističkom i hotelskom menadžmentu : zbornik radova = 20st Biennial International Congress Tourism & hospitality industry 2010. : new trends in tourism and hospitality management : proceedings / Petrić, Jože (ur.).
Opatija: Fakultet za menadžment u turizmu i ugostiteljstvu Sveučilišta u Rijeci, 2010. str. 473-485 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
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Naslov
Possibilities for marketing evaluation of the tourist region of Slavonia and Baranja
Autori
Lončarić, Biljana
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
20. bienalni međunarodni kongres Turizam i hotelska industrija 2010 : novi trendovi u turističkom i hotelskom menadžmentu : zbornik radova = 20st Biennial International Congress Tourism & hospitality industry 2010. : new trends in tourism and hospitality management : proceedings
/ Petrić, Jože - Opatija : Fakultet za menadžment u turizmu i ugostiteljstvu Sveučilišta u Rijeci, 2010, 473-485
ISBN
978-953-6198-78-8
Skup
Bienalni međunarodni kongres Turizam i hotelska industrija (20 ; 2010)
Mjesto i datum
Opatija, Hrvatska, 06.05.2010. - 08.05.2010
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
marketing; tourist product; cluster; region; Slavonia and Baranja
Sažetak
The tourism product of Slavonia and Baranja has not been conceptually established yet since there is no systematic and coordinated marketing management of the region’s tourist offer. This can be changed by applying new management strategies. As a basis for development of a tourist cluster, a community of interest between business and non- business entities is required. The use of clusters will help diminish the regional imbalance and encourage entrepreneurial activities. A uniform marketing programme should be introduced on the tourist region level, with clearly defined stakeholders and the regional tourism organization playing the role of an umbrella organization. Proper positioning of the region will contribute to a more varied tourist offer, greater satisfaction of tourists with target products, product differentiation against competition, and avoidance of competition among continental tourist clusters in Croatia. Furthermore, it will create a basis for image building with emphasis on the main competitive advantages.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
