Naslov
Stakeholder collaboration: implications for improving tourist destination marketing activities

Autori
Perišić Prodan, Marina

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

Izvornik
36th International scientific conference on economic and social development – "Building resilient society" / Veselica, Rozana ; Dukic, Gordana ; Hammes, Khalid - Zagreb : Varazdin Development and Entrepreneurship Agency in cooperation with University North Faculty of Management University of Warsaw Faculty of Law, Economics and Social Sciences Sale - Mohammed V University in Rabat, 2018, 436-444

Skup
36th International Scientific Conference on Economic and Social Development: Building Resilient Society

Mjesto i datum
Zagreb, Hrvatska, 14.12.2018. - 15.12.2018

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
collaboration ; stakeholders ; tourist destination marketing activities ; hotel businesses ; tourist boards

Sažetak
In order to establish a high quality tourist experience and create the ideal destination product, it is important to ensure a good collaboration between stakeholders, especially among hotel businesses and tourist boards, as well as to coordinate their marketing activities. The aim of this paper is to research the attitudes on stakeholder collaboration in the process of planning and executing the marketing activities of a tourist destination. Empirical research was conducted on hotel businesses and tourist boards in the Primorje- Gorski Kotar and Istria Counties. This empirical study provides useful insights into the nature of collaboration between stakeholders in conducting marketing activities in the most developed tourist regions in the Republic of Croatia. This research resulted in useful implications for marketing management of hotel businesses and tourist boards in order to contribute to improving the quality of the tourist offer and thus respond to the challenges imposed by modern tourism. Management of hotel businesses and tourist boards should primarily collaborate regarding strategic marketing planning of tourist destinations. The synergic effects of collaborating in this area can enable stimulating the growth of developing new products. By achieving synergic collaboration effects it is possible to establish modern destination tourism development and be(come) competitive on the tourism market.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA