engleski

Marketing Identity of the Tourist Product of the Republic of Croatia

To established the tourist identitiy it is necessary to determine: the maximum level of the desired goal of the state in the future ; the objective level of the desired goal of the state in the future ; the minimum level of the desired goal of the state in the future. For each of these goal levels - in connection with tourism of course - it is necessary to determine a satisfactory number of alternative strategic directions of possible action and to assess the expenses for each of the potential alternatives, whereby the greatest importance lies in the time dimension of realization of individual goals, and this dimension in turn, depends on the qualitative and quantitative dimensions of the goals. The realization of the tourist product of Croatia must be supported by the contribution of co-ordinated marketing efforts on the macro, mezzo and micro levels.

tourist product; SWOT; comparative evaluation based on key words

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