Naslov
Model of developing marketing strategy for nautical tourism of Croatia

Autori
Šerić, Neven

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

Izvornik
Paneuropean shipping conference / Markovina, Roko ; Beroš, Slobodan - : Hrvatsko- Švicarsko društvo Split, 2010

Skup
11.th Paneuropean shipping conference

Mjesto i datum
Split, Hrvatska, 18.11.2010. - 19.11.2010

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Domaća recenzija

Ključne riječi
nautical; product; strategy; specialized; tourism.

Sažetak
Marketing strategy in nautical tourism is very complex on the field of specialized tourist products. Each specialized touristic product need to be more differentiated on the global market. There are a growing number of specialized touristic offers finding the way how to manage by nautical tourism. Applying of the strategy concept to the nautical touristic business could be different among countries. Choosing a right marketing strategy is paramount for achieving a substantial growth that ensures a steady future development of the national income of nautical tourism. The marketing strategy for the nautical tourism need to have a different approach. Nautical offer is a promise for a kind of the magical vacation, sometimes on very attractive nautical destination. Marketing strategy needs to interact with the national nautical tourist brand identity of offered destinations. It is suggested evaluation of the offers from the standpoint of the marketing strategy, which is also the key of right branding way nowadays. Right marketing strategy of the nautical tourist product is the only way for the right commercialization on the global market. The main premise is creating added value for the nautical product. For that reason the right marketing strategy has become the biggest intangible asset of the tourist product. If tourist has not enough time to search for exact tourist product, he judges it by its brand. It is very difficult for a tourist brand to convince tourist what to think about. This is the fundamental task of marketing strategy in tourism. The work deals with issues that define how marketing strategy can protect and preserve the integrity of the specialized nautical product through the effective evaluation. The success of the marketing strategy for nautical tourism depends on the application of all parts of the offer. The main hypothesis is that efficient marketing strategy for the nautical tourist product need to be primarily influenced by the perception of potential demand.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA