engleski

Management of competitiveness in camping: trends in internet use

The rapid advancement of internet conditioned the adjustment of the tourism sector to this new technology. In that sense, the camping market is responding to constant changes by increasing transparency, involving new competitors and introducing the possibility of price comparison. These are features endorsed by innovative and dynamic campsites. The topic of this article is internet use and trends in internet application in Croatian campsites. For the purpose of this article, a study has been conducted on a sample of 840 Croatian camping guests divided into two target groups: a) campers who used mobile homes and b) campers who used their own outdoor camping equipment. The aim of this research is twofold. The first aim is to quantify the use of internet prior to vacation and the second aim is to establish main motives behind the choice of this medium. The former refers to searching for information online and booking accommodation online. Campers in mobile homes use internet for the purpose of booking accommodation to a greater extent (36, 6%) in comparison to other camping guests (28, 6%). Internet serves as an important instrument of marketing management due to its role in achieving and maintaining the competitive advantage in the camping sector.

camping ; internet ; competitive advantage

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