Naslov
The marketing activities and barriers of the agrotourism economies of Continental region of the Republic of Croatia: TFF owners perception

Autori
Tubić, Dejan ; Bakan, Rikard ; Randelj, Juraj

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

Izvornik
Interdisciplinary management research XIV / Barković, Dražen ; Crnković, Boris ; Dernoscheg, Karl – Heinz ; Pap, Norbert ; Runzheimer, Bodo ; Wentzel, Dirk - Osijek : Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku ; Hochschule Pforzheim University of Applied Sciences ; Hrvatska akademija znanosti i umjetnosti (HAZU), 2018, 1162-1174

Skup
14th International Conference on Interdisciplinary Management Research (IMR 2018)

Mjesto i datum
Opatija, Hrvatska, 18.05.2018. - 20.05.2018

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
rural tourism, agrotourism, marketing, TFF owners, Continental region of the Republic of Croatia

Sažetak
Implementation of marketing principles in tourism business differs from implementation of marketing principles in other industries, primarily because of the specificity and particularity of the tourism market. In tourism, even something that doesn't have characteristics of goods and services can be sold and that significantly affects distribution and points to the importance of marketing knowledge and activities for the development of any form of tourism. As the fastest growing form of rural tourism, especially in the international context, agrotourism gains more and more importance both from academic and tourism public. In the academic meaning, there is a modest base of theoretical and empirical notions. Therefore, the aim of this paper, at the theoretical level, is to terminologically define key terms that will surely contribute to a clearer and more accurate understanding of this highly confusing terminology. The modern tourism market is characterized by a more diversified tourism offer of products and services. The lack of market placement as well as market communication, especially marketing advertising, certainly has a negative presage for further development of rural activities in such market conditions. In order to identify and analyze general characteristics of the current marketing activities and advertising ways and channels, evaluate the quality levels of advertising activities arising from cooperation with other stakeholders and analyze the websites of the economies at the empirical level, research will be conducted on a suitable sample. The survey will include 13 counties of the Continental region of the Republic of Croatia, and the respondents will be the owners of rural tourism family farms. Research instrument will be a survey questionnaire and the collected data will be analyzed by standard scientific methods.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

Napomena
Zbornik je indeksiran u Web of Science, EBSCOhost, RePEc, EconPapers, Socionet

POVEZANOST RADA