engleski

Croatian tourism development in competitive conditions after the economic crisis - the role of strategic marketing planning

Tourism is undoubtedly a priority of the economic development of Croatia. Although the global economic crisis in the last two years did not seriously damage Croatian tourism, Croatia should not be carried away with the thought that this situation will continue with the passage of the economic crisis and with the recovery of tourism in competing countries, and therefore, Croatia must inevitably seriously think about the long term, which means about the strategic development of its tourism. Therefore, this paper first establishes the effects of economic crisis on the world tourism and assesses the prospects and possible developments in the world and in Croatia in the near future. For this purpose, the interdependence between tourism development and competitiveness is also considered, and strategic directions for the development of Croatian tourism are established. These strategic directions are primarily based on the fact that, given the fairly well-preserved state of the Croatian environment compared to that in competing tourist countries, and considering that Croatia can be a European oasis for organic food production, Croatian tourism is undoubtedly in a position to acquire sustainable competitive advantages arising from the fact that Croatia has all the prerequisites for the development of environmentally sustainable tourism. All this should be also outlined in strategic documents for further development of Croatian tourism and for this purpose, the paper analyzes the meaning and role of strategic marketing planning in Croatia as well as supporting operational measures of the authorities.

competitive advantage; Croatia; economic crisis; strategic marketing plan; sustainable tourism

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