Naslov
The testing of strategic model of positioning of a new tourist product (Lighthouse tourism) on the global tourist market

Autori
Šerić, Neven

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

Izvornik
3rd International Cruise conference, Dubrovnik 16-18 may 2011 / - Dubrovnik : CAAS Dubrovnik, University of Zagreb CRS Croatia Germany, 2011, 121-130

ISBN
978-953-56911-0-5

Skup
3rd International Cruise conference, Dubrovnik 16- 18 may 2011., Proceedings 3rd International Cruise Conference: Cruise & society – the other side of growth 2011 CAAS Dubrovnik

Mjesto i datum
Dubrovnik, Hrvatska, 16.05.2011. - 18.05.2011

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Strategic; Model; Positioning; Tourism; Product

Sažetak
The possibility of the continuity of sale growth of a specialized tourist product from the small country in transition on the global tourist market justifies the means invested in the development of the strategic model of positioning of a new tourist product. In terms of that aim it is necessary to give meaning to a viable strategic model of product management by tactical platform. Globalization and communication standards in tourism present a particular challenge for specialized tourist product. The possibility of continuity of growth in sale of original and competitive specialized tourist products account for the efforts and means exerted in making a strategic model of the product’s positioning in the aimed niche on the global tourist market. What are the key variables to which a specialized tourist product from a country in transition needs to pay attention in order to position itself in an acceptable niche of the global tourist market? Which strategic model of positioning to apply in a particular case in lighthouse tourism on the Adriatic Sea? The problem of commercialization of the new specialized tourist product, such lighthouses tourism, in the practice has also national administrative barriers, imposed by governmental legal rules. These buildings are national property and an important part of national safety in navigation’s system. Lighthouse tourism is a promotion of creation national brand, so as a promotion of the Croatia. Inappropriateness of economic measures to recessionary trends on the global tourist market is often a rule, not an exception. The possibility of the continuity of sale growth of a specialized tourist product from the small country in transition on the global tourist market justifies the means invested in the development of the strategic model of positioning. In Stone Light project (Lighthouse tourism) the way out was through the development of the following key strategically tactical model: • Branding system for creating a recognizable global label of a specialized tourist product ; • E-marketing system for the continued adequate communication with the global tourist market ; • E-commerce system for the sales management on the global tourist market ; • Logistical system for the sea transfer ; • Organization system for solving possible problems according to the standards of the global tourist market. The expected scientific contribution of the works consists in accepting or rejecting the basic hypothesis: Strategically model of exclusive sub segmentation of the new tourist product of a small country in transition on the global tourist market is effectively realizable on the tactical platform: Branding/ E-marketing/E-commerce/ Logistics/ Organization.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

Napomena
Međunarodna znanstvena konferencija - Zbornik s međunarodnom recenzijom

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