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A Destinational Tourism Industry Product: The SME's Role in the Cluster Formation in the Republic of Croatia

The SME's in Croatia's tourism industry also have to join the process of creation of their sustainable competitive advantage as a specific guarantee of their business future. A tourism industry product should not be observed separated from a tourist destination and vice versa. A tourist destination should have a steadily profiled, original tourism industry offer of its own, being competitive with regard to the similar tourist destinations, simultaneously implying that it is also directed toward the tourism industry consumers' competitive target market. Thereby, the establishment and development of clusters for the needs of the Republic of Croatia's tourism industry represents a proactive approach to the problem of continental economic resources and the tourism industry products' offer interconnection. That means that it is insufficient to discuss the SME's role in the tourism industry products' formation only from the standpoint of the tourism industry products' offer in tourist destinations but also in the formation of partial tourism industry products, e.g., food. The cluster-wise SME's formation and development model deserves a special attention, since the SME's are the most vital segment of almost any national economy, and the necessity of its operationalization in the tourism industry, especially in the tourism industry product formation, is indubitable. Pursuant to the conducted research conducted, the SME's in Croatia demonstrate a relatively high readiness level pertinent to the involvement in a cluster formation process.

Destinational Tourism; SME; Cluster Formation; Croatia

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