engleski

Quality as a Competitive Advantage of Campsites

In the camping industry, globalization is bringing about changes in technology, enhancing the liberalization of goods and services, and enabling greater mobility. It is about being present on the global market and developing competitive strategies in which quality represents a strategic basis for understanding the management of campsite services. Accordingly, this paper examines European and Croatian campsite quality evaluation systems as well as the elements of quality and competitive advantages of campsites. According to the ADAC, the best campsites in Croatia hold second place in the European ranking by quality. Most of these campsites are located in Istria and the Kvarner region. The research focuses on two target groups. The first target group comprises campsite guests and the other, campsite managers. The first target group was surveyed using a structured questionnaire, while the interview method was applied to study the second target group. Research results show that the quality of camping services for guests is related to the selection of campsites and that there is a correlation between campsite quality and the quality of the tourist destination. The core competitive advantages of Croatian campsites are the beach and the sea, safety, and staff kindness. Research results are followed by recommendations for increasing the competitiveness of camping services in Croatia through the implementation of quality evaluation systems. In this respect, the paper provides guidelines for the development of national campsite quality evaluation systems based on institutional and non-institutional standards, with the aim of increasing the competitive advantage of campsites.

globalization, competitive advantage, quality, standards, models

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