engleski

Service management and marketing in nautical tourism: A source of competitive advantage for the changing environment?

In this paper, authors discuss the characteristics of service management and marketing in nautical tourism. On the basis of an empirical study, elements of Croatian nautical service providers’ offerings are evaluated. In addition, authors discuss the obtained empirical results in the context of ensuring service quality in nautical tourism by identifying critical success factors in marina management/marketing, which could lead to the increased satisfaction and loyalty of nautical tourists in the changing environment.

nautical tourism ; service processes ; critical success factors

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