Naslov
From a Conflicated to a Collaborative Destination: A Case Study of Marketing and Management Challenges in Co-creating Wellbeing in Novalja, Croatia

Autori
Telišman-Košuta, Neda ; Ivandić, Neven ; Kunst, Ivo

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni

Izvornik
Tourism engagement: co-creating well-being Proceedings of the 6th Advances in Tourism Marketing Conference / Pesonen, Juho ; Komppula, Raija - Joensuu, 2015, 316-320

ISBN
978-952-61-1861-1

Skup
Advances in Tourism Marketing 2015

Mjesto i datum
Joensuu, Finska, 08.09.2015. - 10.09.2015

Vrsta sudjelovanja
Pozvano predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Tourism; destination; conflict; collaboration; marketing; Croatia

Sažetak
With maturing of the tourism industry, there is a growing understanding of destinations as complex systems composed of numerous diverse actors who, despite often conflicting agendas, each play a role in jointly creating and delivering visitor experiences. ‘Destination thinking’ has become established in the academic community and the need for collaborative marketing and management is also becoming increasingly recognized among tourism practitioners. Focusing on the Croatian town of Novalja, a central Adriatic island resort and one of the country’s internationally recognized ‘party tourism’ destinations, this paper examines the challenges of collaborative marketing and management as key instruments of mitigating current antagonistic relationships between locals, club owners and visitors which, despite the town’s increasing affluence, are threatening its spatial, environmental and social coherence. By presenting this case study, the authors hope to contribute to the ongoing discussion on collaborative capacity of destinations and the mechanisms involved in creating a collaborative destination as a means of co-creating wellbeing for both hosts and guests.

Izvorni jezik
Engleski

POVEZANOST RADA