engleski

DETERMINANTS OF COMPETITIVE DEVELOPMENT POLICIES IN CROATIAN TOURISM

Despite its growth rate, Croatian tourism has failed to achieve results that would be proportional to its resources and natural potential. By not keeping abreast of new trends on the European market, it has depend the gap between the existing offer and ever more sophisticated tourist requirements. Croatia needs to create a development strategy that will be reposition it on the tourist market. Croatia’ s vision should be based on the valorisation of competitive advantages, on autochton values, the diversity of the tourist offer, as well as of the affirmation of ecology and sustainable development. In accordance with the existing resources and finantial possibilities, it is essential to develop those forms of the offer that will differentiate Croatian tourism from the competition. Strategic development is based on defining the target market, creating an identifiable high quality product and determining efficient promotion measures.

development strategy; Croatian tourism; product; promotion

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