engleski

Transforming Croatian Tourism in Globalisation and Localisation Conditions

Globalisation is instrumental to internationalising services and accelerating the development of tourism into a leading world industry. Unfortunately, Croatia is failing to keep abreast of contemporary trends in European tourist markets and to valorise the advantages of its natural resources. The entire tourism infrastructure is lagging across all forms of tourism operations, which are unprepared to deal with the challenges of globalisation. Priority should be given to defining new development strategies for Croatian tourism based on the qualitative improvement and innovation of the offer with special focus on facilitating the synergy of localisation and globalisation and on encouraging indigenous values. At the same time, tourist enterprises as the providers of the offer in the destination must learn to manage changes in the process of creating a competitive product geared to modern tourists.

Croatian tourism; development strategy; localisation; globalisation

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