Naslov
Application of marketing strategy for creation of competitive offer for river cruise

Autori
Drago, Ružić ; Bosnić, Irena ; Zdunić Borota, Marija

Izvornik
International journal of multidisciplinarity in business and science (1849-0581) 3 (2017), 4; 10-17

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
river cruise ; marketing strategy ; destination ports ; destination management companies

Sažetak
In modern tourism segmentation of the tourism market and determination of targeted markets, which would differentiate the tourist offer is becoming a necessity of all subjects that want to be competitive in the global market. Therefore, it is becoming necessary to determine marketing strategies that can increase the competitiveness of river cruise, taking into account the incentives and restrictive factors for further development of this form of tourism in Croatia, and considering the demands of the market, the demand for river cruises and taking into account the comparative advantages of Croatian rivers and destinations in their surroundings. In order to determine the current trends in the river cruise market, incentives and limiting factors for future development of river cruises and effective marketing strategies that will enable the growth of competitiveness of river cruises in Croatia, in addition to the analysis of secondary data, a primary research was conducted. Information were collected by conducting individual interviews with key stakeholders in river cruises in Croatia. Research has shown that by implementing the strategy of differentiation and market segmentation it is possible to create a variety of unique new tourism experience that will satisfy a certain segment of consumers and thus position the Croatian Danube region as an attractive destination for travelers who are going on river cruises. In this paper are identified marketing strategies that are currently used by riverboat companies to strengthen their positions on the river cruise market, as well as possible marketing strategies of other participants in the creation of river cruise products that would contribute to the further development of this form of river tourism in the Republic of Croatia and strengthen the competitive position of Croatian destination ports with international cruises on the Danube river.

Izvorni jezik
Engleski

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