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Measurement of Tourism Market Potential of Croatia by Use of Delphi Qualitative Research Technique

The Delphi survey as an effective qualitative marketing research tool was designed to project the future Croatian tourism scenario from 2001 through the year 2020. It is predicted that Croatian tourism industry will grow and prosper substantially over the next decade due to increased tourist demand for non-traditional holiday destinations. There will also be a high demand for activity-based tourism and eco- tourism. Although the tourism demand projections predict positive trends in the coming term, it is subject to a host of uncontrollable factors which make long-term projections difficult and cumbersome. In view of the developments and changes, tourism industry operators and public sector planners need scientifically accepted projection bases for tourism investment and effective operational tourism decisions. In this vein, this research qualitatively forecasts the tourism market potential and identifies the most significant future trends in Croatian ourism and hospitality.

tourism market planning; Delphi technique; Croatia; tourism and hospitality industry; qualitative forecasting; demand measurement; scenario building

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