Pregled bibliografske jedinice broj: 903901
Exploring managers’ perceptions of marketing in national and nature parks
Exploring managers’ perceptions of marketing in national and nature parks // EMAC 2017 Leaving Footprints
Groningen, Nizozemska, 2017. (poster, međunarodna recenzija, neobjavljeni rad, znanstveni)
CROSBI ID: 903901 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Exploring managers’ perceptions of marketing in national and nature parks
Autori
Ozretić Došen, Đurđana ; Malešević, Kristina ; Komarac, Tanja ; Škare, Vatroslav
Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, neobjavljeni rad, znanstveni
Skup
EMAC 2017 Leaving Footprints
Mjesto i datum
Groningen, Nizozemska, 23.05.2017. - 26.05.2017
Vrsta sudjelovanja
Poster
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
national parks, nature parks, marketing, competition, branding, marketing mix
Sažetak
This paper explores the perceptions of and opinions toward marketing held by managers in national and nature parks in Croatia. The goal is to discuss the current role marketing has in creating and managing parks’ offer, and to reveal the possibilities for the improvement of the existing approaches and practices. The overall results of an exploratory qualitative research indicate that managers are lagging behind in taking into account changes in competitive tourism environment. Moreover, they still consider the protection of the natural resources much more important than services offered to parks’ visitors. Research findings provide valuable insight for both marketing academics and professionals in the field of tourism marketing.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
POVEZANOST RADA
Ustanove:
Ekonomski fakultet, Zagreb
