Naslov
Modeling of the marketing strategy on tourism destination with a special ambience value

Autori
Šerić, Neven ; Luković, Tihomir

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

Izvornik
The International Tourism Research Conference “Sustainable Tourism Development” 25-27 November 2008 / - Stockholm : The International Tourism Research Conference, 2009

ISBN
978-91-633-4329-2

Skup
The International Tourism Research Conference “Sustainable Tourism Development” 25-27 November 2008

Mjesto i datum
Stockholm, Švedska, 25.11.2008. - 27.11.2008

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Modeling; Marketing; Strategy; Destination; Value

Sažetak
A potential of tourism valorisation destinations with a special ambience value could be risky toward effects. These destinations are a prerequisite for a substantial touristic growth and for a sustainable future of the national touristic offer, and represent an important economic value for the state owner. Touristic valorisation of such destinations could go out of control, and the devastation is possible. The Croatia's lighthouses are rather delicate and valuable localities. Original marketing strategy for national capitals, like Croatia’s lighthouses, is important. Global success of the tourism on Croatian lighthouses is a result of an original marketing strategy. Project dealing with these issues are useful for defining a methodology of marketing strategies: how to protect and preserve lighthouses and landscape including the natural phenomena, the sea protection and the integration, and to find acceptable models of tourist accommodation with low investments, and high profits. At the end of the1999. Plovput, (Croatia's state company for the safety in navigation) initiated the Stone Lights project. Research of this project has been made on test bedding: • The effective tourist valorisation of destinations with special ambiental value imply the original market strategy ; • The profit in tourist projects that are base on destinations with special ambiental value depends on applications by marketing strategy and resource management ; • Seizing of such destinations in the national tourist offer has positive repercussions on the global market. During researching, some of the hypotheses were: • Touristic valorisation of lighthouses demands an original marketing strategy ; • Profit margins in such project depends on marketing strategy, so as destination management ; • Enrichment of the Croatian tourism offer by lighthouses is an interesting part in national touristic marketing strategy. Touristical destination with a special ambiental value needs to insure the necessary marketing strategy as the competitive reconcilability on the touristic market. The marketing strategies evolve with evolution up-to-date market. It has become a post gradual adapt to the global demands. Toward researching, marketing strategy for the Project reaches its final configuration through the perception of the touristic value of such destinations, so as effects on national touristic development. The Stone lights project could be the platform for survival on the touristic global market. Final model of destination management, and marketing strategy in such project could be the formula for the right touristic valorisation of destinations with a special ambience value.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

Napomena
Međunarodna znanstvena konferencija i Zbornik s međunarodnom recenzijom

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