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Green marketing as a factor of Croatian tourism development and competitiveness

Tourism development is seen as a way of improving a country’s economy and social wellbeing, but if this development is not handled carefully, tourists will migrate to competing destinations or attractions. In the future, there will be mounting pressures to develop tourism products with a sustainable focus, helping to fit in with the local environment and ensure its preservation. Thanks to the fact that the environment in the Republic of Croatia is still relatively ecologically preserved with regard to the competitive tourist countries and equally to the fact that the Republic of Croatia still constitutes a sort of an oasis for the production of ecologically healthy food in Europe, the Republic of Croatia’s tourism industry may achieve a sustainable competitive advantage predominantly thanks to the fact that it obviously satisfies almost all preconditions for an environmentally healthy tourism industry. The role of green marketing in ecotourism consists, foremost, in researching the needs, wants and perceptions of consumers (tourists), and in securing information, tools and models for decision makers at a national, regional and local level, as well as at the level of individual ecotourism service providers. Green marketing needs to play a key role in shaping national strategies of ecotourism development. Croatia could gain a competitive advantage on the international market through a strategic commitment to green marketing at the national level. To achieve this, it is necessary to systematically consider and capitalise on the synergistic effects of Croatia’s natural capital and on the fact that the burgeoning phenomenon of ecotourism complements the strong impetus of the market of ecologically produced food and the market of green products, in general. Through systematic investment and collaboration between businesses, the sciences and government bodies, Croatia is capable of creating a strong and convincing global green brand.

competitiveness; Croatia; ecotourism; green marketing; marketing

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