ࡱ> '`+bjbj 2Q2BBB|X*...8f$<*+928888888]:h<8)))88///)N8/)8//V7@n7 @.-V7 7t80+9b7 g=.g=n7g=n7 ~/;#&88/^+9))))***.***.***  GLOBAL MARKETING IN PRESERVATION OF NATURAL RESOURCES IN SPECIALIZED SEGMENTS OF TOURISM IN CROATIA Neven `eri, M.Sc. in economics Ulica Vinka Draganje 31, 21 000 Split, 021 568 587 /098 307 054  HYPERLINK "mailto:plovput@st.tel.hr" plovput@st.tel.hr Abstract: The natural resources of Croatia, which seem to be the only prospective basis for Croatias joining the European Community, have been lately rather jeopardized by various direct and indirect unsystematic economic activities. This paper deals with the natural resources of the Croatian Adriatic coast brought to the point when their exploitation is being turned into their devastation due to an unsystematic development of economic activities in the spheres both of mass and nautical tourism. As the result of such a process, Croatia may be faced with total loss of its recognizable identity, unable to find an optimal market position within European Community and it might be relegated to a marginal status of any prospective economic integration. The globalization process, which is being carried out in all transition countries, must be distinguished from its consequences, particularly in the segments of mass and nautical tourism of the country with rather small territory and with small population. Global marketing, as a corrective instrument in a scientific approach, can identify some acceptable segments of development that may ensure an adequate conservation of the natural resources of Croatia in the long run. Key words: global marketing, natural resources, and ecotourism. 1. INTRODUCTION The environmental preservation, i.e. the preservation of natural resources in the areas where they have not been considerably devastated, is a prerequisite for a substantial economic growth and for a sustainable future of the world community. Once the natural world was a vast, seemingly inexhaustible frontier to be explored and overcome. Today, we recognize that our next frontier is not to be conquered, but to be treated with respect and care. We cannot make choice between environmental preservation and economic growth. Instead, the imperative of environmental protection and the opportunity for economic development must reinforce each other to ensure a sustainable future growth. The Croatian coastal area with its sea corridors is a rather delicate and valuable locality. Therefore, prior to its exploitation, it should be protected, preserved and enhanced under a strict control in order to avoid its devastation caused by some unacceptable models of tourist development. The things are getting even worse because the politicians have been dealing with these issues unsystematically and unscientifically, instead of the scientists, and, there is a serious threat that the natural resources of Croatia may be depleted. However, both the previous and the present government have not been receptive to numerous warnings of foreign experts and scientists who have been concerned with these issues. There is a possible solution to this problem, and it is to deal with it on the global level, since the natural resources of Croatia may be seen as a common cause of this part of Europe. Global marketing can be systematically applied only in such a scenario of development. For quite a long time Croatia has been aware of the important role of its coastal region in the overall economic growth of the country. Consequently, many development projects and spatial plans/programs of this region have already been made. The projects dealing with these issues are useful for defining a basic approach and methodology of work, and for connecting the coastal and the inland area together. All the physical plans that have been made so far emphasize the need for the development of the coastal area of Croatia, which together with relatively developed continental part of Croatia, can produce a new lever for speeding up a rapid economic growth and, at the same time, create a prospective and acceptable model for joining the European Community. Some basic concepts of the spatial planning of the Adriatic coastal region have already been defined. It is necessary: to enhance the coastal region by developing ecotourism, Bluefield investments and maritime industry; to develop a balanced urban network with environmentally-acceptable infrastructure; to protect and preserve natural resources and landscape including the natural phenomena, the sea protection and the integration of infrastructure in the environment; to develop an acceptable model of maritime industry, including all types of sport ports and marinas; to protect the forests in the Adriatic coastal region, which are not being significantly exploited as the source of raw material, but rather as a valuable resource of tourist recreation the whole year through; to build acceptable models of tourist accommodation with low investments, and high profits. The studies and projects that deal with the enhancement and the active protection of the Adriatic coastal region, without the consequences of an inadequate exploitation, have outgrown previously mentioned projects Ju~ni Jadran and Gornji Jadran both in their contents and quality. Today there are so many respectable documents that can offer quite acceptable solutions. 2.GLOBAL MARKETING, ADVANTAGES AND DISADVANTAGES The processes of globalization caused by technological globalization, and followed by political and economic globalization, apart from having some unfavorable aspects, enable the global monitoring which considers natural resources as a common cause. The threatening devastation of the natural resources, as the result of wider globalization processes, becomes an issue that must be treated globally. This is the segment in which global marketing can be applied in order to ensure development of a sustainable economic growth model of the countries in transition. The complexity of the global marketing requires a very challenging marketing research. When choosing the marketing strategies it is viable to adapt global ones to the local area, and vice versa, the issues at the local level should be raised to the global level and made scientifically relevant. This is particularly evident in the transition countries, where the politicians try to manage and control the science instead of recognizing scientific conceptions and applying them in their own economic policy. Global marketing must be understood locally. We must present and accept global standards and optimize them at the specific local level. Only a prevailing global communication can ensure the supremacy of science over politics. Global marketing covers a wide range of activities in the area comprising the countries with different cultural, historical and national identities. Mental structure of the population in such countries is also very different. Accordingly, this creates a very complex environment that requires a very special marketing approach. Global marketing introduces the standards that all the countries, which are trying to be economically integrated or have already been, must comply with. Global system of values is derived from the range of values of the most economically developed member countries of an economically integrated community. Likewise, global marketing of an economically integrated community prescribes the standards, which have been accepted and applied by the most economically developed member countries. The significance of natural resources and assets, as well as the marketing presentation of their market values, correspond to the significance they have in environmentally aware and developed countries. 2.1. Advantages of global marketing in the preservation of natural resources in the specialized segments of tourist offer of Croatia The international significance of the national tourist marketing of a transition country, in the first place, depends on the quality of its professional creators.If they have a poor scientific background and an inadequate practical experience, the achieved results may be significantly lower than expected, and, at the same time, they can jeopardize the most valuable natural resources of a country. Consequently, the country can eventually lose its comparative advantages for developing some specialized models of ecotourism. The management of the natural resources that are a prerequisite for quality tourism of a country the whole year through cannot be regarded as a national issue nowadays. The degree of devastation of natural resources in most industrial countries has reached the point from which there is no return to a high quality level. The recreation needs of a modern homo oeconomicus have considerably increased. Therefore, the significance of the remaining natural resources in the countries where they have not been devastated has outgrown national boundaries. In this context, we cannot allow some anonyms and quasi-experts at the national level to make their unscientific and unprofessional comments on the eco-projects of some specialized tourism models, such as Development of the system of marinas on the Croatian islands, because the Ministry of Tourism, due to its shortsightedness, has not commented it. Isnt there a very similar situation with a rather complex investment project, made by Plovput, Ltd. from Split, called Kamena svjetla, which was presented and approved at the global market of the European Community a year ago? On the other hand, Croatian Tourist Association, which should be a promoter of the tourist offer is not properly acquainted with the project and does not use it for the promotion of Croatian tourism!! This is a good example, which shows the full potential of global marketing that has initiated the project and its prospective stages of development. Global marketing recognizes the high environmental standards of the specialized tourism models and places them in a wider context of interests, which usually surpasses the national level of interest. In this way, global marketing can adequately support a sustainable development of the Adriatic orientation, and Croatia may join the European Community on the basis of its comparative Mediterranean advantages. 2.2. Disadvantages of global marketing in the preservation of natural resources in the specialized segments of tourist offer of Croatia Is it necessary to analyze disadvantages of global marketing in the preservation of natural resources in the specific case of Croatia? What is the cause of these disadvantages? Can we regard them as disadvantages at all? Croatia is a transition country with a formed social awareness, which establishes a certain range of values. So far, during its transition period, Croatia has skipped across some stages of its economic growth. According to the population number, Croatia is considered to be a small country. All these facts, in a mutual interaction, lay down the certain standards. However, when we transpose them on the marketing segment, they make some deviations from the established marketing standards of the global marketing, in this case, from the standards of the European Community. If we presume that natural resources of Croatia are a common cause of the European Community, it is necessary to analyze the global marketing postulates, which may seem unacceptable at first, in the light of a prospective long-term development tourist strategy. Speaking of Croatia, we cannot talk about a long-term development tourist strategy, because there is no long-term economic strategy either. Nevertheless, there is an opportunity for global marketing if we accept tourism development guidelines of the European Community, and evaluate them on the market. These guidelines may become a quality basis for the establishment of a long-term tourist strategy of Croatia, and can be applied in the preparation of an adequate long-term economic strategy. 3. NATURAL RESOURCES OF CROATIA, BASIS FOR SUSTAINABLE GROWTH OF TOURISM The quality of services on the demanding global tourist market has been constantly increasing. The offered package arrangements with their total price do not leave a lot of market space to the tourist countries, which cannot easily adapt to the high standards of the leading countries. A rather narrow segment of the market is opened, and it tends to be expanded, but its spreading primarily depends on the quality level of natural resources in the tourist destinations of the country. Indeed, the natural resources may be the genuine tourist resource of a transition country, provided it owns them, and they can ensure a prospective market share. Croatias natural resources can be classified in four categories: natural environment; climatic conditions; variety of landscapes in a relatively narrow strip of land and off-shore area; biological diversity. An attractive and a well-preserved natural environment is the first prerequisite for the development of tourism the whole year through. In addition, there are four distinctive seasons, a mild Mediterranean climate and the variety of landscapes that enable development of various types of ecotourism In Croatia. At last but not the least there is a biodiversity of plant and animal species, not genetically modified, which are the basis for the production of healthy organic food. These prerequisites are the basis for a specialized ecotourism offer, which is nowadays characterized by relatively low investments and by high profits. Moreover, such an offer is a challenge for entrepreneurs, and indirectly it increases the employment of the local population and encourages development of the privately owned catering and accommodation facilities. 3.1. Acceptable development strategy of ecotourism in Croatia It is obvious that the development strategy is an imperative in ecotourism since natural resources are being used without control, they are not renewable, and there is a threat of their being depleted. Besides, the natural resources provide some comparative advantages, which can hardly be replaced by standardized marketing tactics. The models of ecotourism, which have been developed and offered on the market so far, are being concentrated in rather narrow zones of the Croatian coastal region. Therefore, these zones have come to the breaking point, while; on the other hand, some other zones have not been able to evaluate their resources. The basic models of tourist space organization have always been the concentrated zones, which is the usual practice in the Mediterranean. The tourist facilities on the coast should be connected with inadequately evaluated inland facilities, and, thus, they would represent a powerful basis for development of tourism in this region. However, it must be taken into account that environmental preservation issues are mainly traditionally handled. However, there have been some positive improvements made in the water supply issues, which resulted in building of wastewater collectors in order to dispose of the wastewater in an environmentally conscious way. On the other hand, the traditional approach to the environmental issues has disregarded the exponential influence of the polluters on some segments of the environment. Moreover, the depletion of natural resources in the tourist zones has been increased due to the recent restructuring of the economy. Besides, the tourist infrastructure, which has been built there, did not strictly and consistently comply with the space development strategy that had been proposed in the physical plans. All this leads us to the conclusion that our society has not become environmentally aware yet. There are three main things that can help us to cope with this problem. First is awareness about the state of our environment. Secondly, there is an increasing political awareness, which means people need to involve themselves in organizations and put pressure on politicians so that they dont get away with the absurd things they are doing at the moment. And thirdly, there is an increasing awareness of the spiritual values, finding a better way of meeting peoples needs. Therefore, the spiritual aspect, combined with the political aspect, set within a context of greater awareness, is really the path that we have to follow. It should be the starting point of Croatian tourism development strategy. Everything else will occur by itself. 3.2. Sustainable development model of nautical tourism in Croatia Nowadays, the infrastructure is not the only prerequisite for a sustainable development of nautical tourism. The degree of the conservation of the natural resources is of utmost importance. The degree of pollution of the Adriatic region requires an urgent systematic activity.  Nautical tourism has rapidly developed in this area demanding the parallel development of accompanying infrastructure. The existing infrastructure has at least covered a part of the nautical corridors. In the second stage of development, the strategists of the nautical tourism have been primarily concentrated on the active corridors, without paying a least attention to the other corridors, the dead ones. However, it is evident that not only the size of an average nautical vessel on the Adriatic gets longer and longer, but also the radius of sailing gets bigger every year, so the lack of the infrastructure in the area outside of the active nautical corridors poses a rather complex problem to the nautical tourists. Once again, the scientific conceptions and the corroborated world experience are not being applied in nautical tourism of Croatia. In the first place, it is necessary to reorganize nautical tourism in order to stop and prevent business activities, which have a devastating impact on the environment. The restructuring of the nautical tourism management in Croatia requires an introduction of some new standards, primarily in the segment of the preservation of natural resources. These standards should determine the model of management that would define an authentic innovative strategy of Croatian nautical tourism, so that it could be recognized on the global nautical market. This approach must ensure a sparing use of natural resources of the Croatian coastal area; whilst the models of restructured marinas in the Adriatic should set some general criteria that all business subjects in this tourist segment would have to comply with. The above conception may ensure that the nautical tourists, who have been sailing in the Adriatic sea so far, will not look for some other nautical routes in some foreign, far away seas in the future. 4. CONCLUSION The time in which we live is characterized by some epochal achievements of human mind and by total production forces. The unsurmised prospective economic growth postulates, as an imperative, the conservation of biosphere on the relation between the man and the environment through atmosphere, hydrosphere and lithosphere. Tourist market has become very demanding and has opened possibility to comparative advantages as opposed to the competitive advantages of the mass tourism. Such course of events offers an opportunity to small tourist countries on the condition that they ensure the controlled usage of their natural resources. In spite of a current satisfactory state of preservation of natural resources in the Croatian coastal area, we are confronted with some large interventions that might determine the quality of environment in the long run, but with irretrievable consequences. The situation is very serious due to some frequent spontaneous responses from different levels of the public, which can have very bad effect if they are not expressed in a qualified way. The modern principles of cause and prevention are the basic principles on which the conservation of the environment must lie. By applying these principles in practice, some specialized types of ecotourism may be developed at the expense of mass tourism. One of them is nautical tourism on the Adriatic, with a lot of still inactivated dead corridors, which may become the leading specialized ecotourism activity in Croatia. From this point of view, the impediments can become the potential, which can be well used provided there is a scientific approach taken into consideration. If not, we will have to assume our share of responsibility for inappropriate and uncontrolled devastation of natural resources. REFERENCES Johansson, K.J.: Global marketing, The McGraw-Hill Co.INC., New York, 1997 Kobaai, A., Sene i J.: Marketing u turizmu, `kolska knjiga, Zagreb, 1989. Lukovi, T.: Marketing  koncepcija razvoja nauti kog turizma Hrvatske, Ekonomsko istra~iva ki biro d.o.o., Split, 1995. Department of Tourism, Republic of Croatia: Strategija razvitka turisti kog sektora Hrvatske, Institute of tourism Zagreb, Zagreb, 1992. More, a nautical magazine, Editorial team: Pontonski desant, More, April 2002., str.38-40.  See Baleti, Z. Jadran pred realnostima europske integracije, Ekonomski pregled No. 7-8, Ekonomski institut Zagreb, Zagreb 1997.  They are the models of mass tourism with large hotel developments. The yacht marinas with the accompanying infrastructure have been built out of control, in a rather delicate environment.  Inadequate modeling of the Croatian tourist offer compared with the global tourist market.  See Johansson, K.J. Global marketing, The McGraw-Hill Co.Inc., New York 1997., p.2  Development projects Ju~ni Jadran (South Adriatic) and Gornji Jadran (Northern Adriatic) were made in mid 1970s. They defined the possible development models of these two regions, respectively. As the result of the two projects the following plans and programs have been made: 2 regional plans of the Adriatic, 10 sub-regional plans, 26 general urban development plans, 7 spatial programs and 43 detailed urban development plans.  Ecotourism is any model of tourism in which man is not in conflict with the environment, and which is not threatened by degradation of the quality of the environment. See Lukovi, T. Marketing  koncepcija razvoja nauti kog turizma Hrvatske, Ekonomsko istra~iva ki biro,d.o.o., Split, 1995. p.115  Unfavorable aspects of globalization, seen from the point of view of a small country, are the homogenization of the general range of values by removing its cultural, historical and national identities. In other words a small country ceases to be a subject, but economically integrated becomes an object.  See Johansson K. Johny, Global Marketing, The McGraw-Hill Co., Inc., New York 1997, p. 13  Professional creators of tourism marketing are relevant ministries and departments and their subordinates, the experts who create national tourism marketing in transition countries.  See `eri, N. U inci uklju ivanja zemalja razli itog stupnja razvijenosti u ekonomske integracije, Master s thesis, Faculty of Economics, University of Split, Split 2001., p.102  104  See More, a magazine, No 84, April 2002, p.38  See `eri  R    # $ % ' 1 ;Lkm#$"<>w ǶڡǓ{u{uiuiuiuiuiuiububu{u ht6CJjht0JCJU htCJ ht5CJ ht5 ht6 ht56h'ht5CJmHsH(h'ht0J5B*CJmHphsH!jht5B*Uph$h'ht5B*CJmHphsHjht5B*CJUphh'htmHsH ht5CJht&`  R % & ' 9:;LM$h^ha$$n^na$ $^`a$ $nn]n^na$ ^` ^` ^`$a$ $,],^a$$,],a$X_*TKL:<>""$$ $nn]n^na$$n]n^`a$ $n]n^a$ $n8]n^8a$$n]na$ $ & Fn]na$$nn]n^n`a$w x !!(((n)**++,,u..//////J1K12s399a<b<@@@NAOAEEK]KLLsLtLtPuPSS3X4XZZZ[2\\\\(]]F^^_R_V_X_Z_|_h'htmHsHjht0JU htCJ h'CJjht0J6CJU ht6CJ ht5CJht htCJjht0JCJUA$((((m)n)--L1M12222r3s3Q4R46$8%8$n8]n^8`a$ $n8]n^8a$ $n8]n^8a$ $n]n^a$ $nn]n^na$%899999d<e<<<<<!=7=8=?@@@@@$ 8n8]n^8a$$n8h]n^8`ha$ $ & Fn]na$ $n]n^a$ $n8]n^8a$@@@BBCCKKK\K]KuLOOSSSSSUHVIVZZZ$ 8n8]n^8a$$ 8n8]n^8a$ZZZ([\]^R_T_V_X_/``MaadghSijkkjc$a$$ 8n8]n^8a$ & F$a$|__/`0```MaNacauaaabb*B*>@>  Footnote TexttH u@&@!@ Footnote ReferenceH*RT@2R Block Text$n8]n^8a$ CJtH u@@B@ Header  p# CJtH u.)@Q. 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