engleski

Proposal for Promotial Strategy for Agrotourism Structures in Istria

Agrotourism in Croatia as well as in Istria, is a young and insufficiently researched form of selective tourist offer that comes across an entire series of limitations. The most significant limitations are connected with legal provisions, but there are significant defects observed also in its promotion. As a consequence of the great orientation of Croatia to the offer of a classical beach form of tourism, tourists continue not to perceive Croatia and Istria as agrotourism destinations. In addition to other activities, by developing an adequate promotional strategy, the agrotourism in Istra would pass to a new - more intensive development stage. By making this Study, the Authors want to contribute to the discussion about the inadequate treatment of agrotourism structures in the Croatian tourist offer by taking into consideration the example of Istria. So that the formulated hypothesis about defects in promotion can be confirmed, the Authors have carried out a research on Istrian agrotourism offer. In addition to polls, for the purpose of a more comprehensive research, the Authors have examined the numerousness and representation of the promotional materials about agrotourism at a regional and national level. Considering the results of the researches, by making studies, efforts are made in order to determine an optimum agrotourism promotional strategy in Istria. The Istrian Region has been taken in consideration because of its leading role in the agrotourism development.

agritourism; disadvantages; promotion; Istria; strategy

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