Naslov
Marketing management of camping tourism on the LGBTIQ market

Autori
Cerovic, Zdenko ; Cvelić Bonifačić, Josipa

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

Izvornik
Znanje in oslovni izzivi globalizacije v letu 2012 / Merkač Skok, M. ; Cingula, M. - Ljubljana : Fakulteta za komercialne in poslovne vede, Celje, 2012, 757-762

ISBN
978-961-6825-67-2

Skup
4.mednarodna znanstvena konferenca

Mjesto i datum
Celje, Slovenija, 15.11.2012. - 16.11.2012

Vrsta sudjelovanja
Poster

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
LGBTIQ, naturism, marketing management, camping

Sažetak
The purpose of this paper is to analyse the characteristics of LGBTIQ market as a segment of a new potential demand for Croatian naturist camping offer. This paper examines the characteristics of the LGBTIQ tourism in Croatia, which as a country is a potential camping and naturist destination for this market niche. Competitive marketing management of naturist and camping services as well the capability to accept LGBTIQ demand especially in naturist camping was examined through a content analysis of Croatian naturist camping websites. In addition, via a secret benchmarking, the sales policies towards LGBTIQ enquiries in naturist camps of Croatia were examined. From this research, we made conclusions about the areas of improvement of marketing management in camping tourism with regard to this niche market. By the method of interviews, opinions of representatives of international naturist associations as well as experiences of executive directors of naturist campsites in Croatia were collected. Derived from the above research, recommendations are made for the improvement of marketing management in naturist camps, which form one of the strongest competitive advantages of Croatian camping.

Izvorni jezik
Engleski

POVEZANOST RADA