KNjIGA SAžETAKA / BOOK Of ABSTRACTS - Treći međunarodni ...

M. Sc. Jelena Kristić
J. J. Strossmayer University of Osijek, Faculty of Agriculture in Osijek
Department of Agroeconomics
K. P. Svačića 1d, 31000 Osijek, Croatia
tel.: + 385 91 152 2875
e-mail: jkristic@pfos.hr
Prof., Ph. D. Krunoslav Zmaić
e-mail: kzmaic@pfos.hr
Title of the contribution:
Competitive analysis of rural tourism product
Keywords:
competitiveness, PEST analysis, Porter’s analysis, rural
tourism
Type of presentation:
PowerPoint presentation
3. TemATSkA cJelinA: kReiRAnJe i DiSTRiBUciJA pRoizvoDA RURAlnog TURizmA
Theme:
03. Creating and Distributing Products in Rural Tourism
Purpose of study:
Competitive analysis allows a structured and systematic
process of identification and examination of relevant
trends, events and influences by the factors in the environment
which have an impact, either individual or
synergistic, on the rural tourism product.
Methodology/Approach:
The paper will also investigate and analyze factors in
the environment which have an impact on the creation
of rural tourism product, conduct a PEST Porter’s analysis.
Finally, using a deductive approach we intend to
establish how capable Croatian rural tourism is to successfully
compete with other selective forms of tourism
within the overall tourism system and environment, i.e.
to achieve sustainable competitive advantage on the
market.
Findings:
The analysis of the environment entails looking into all
major characteristics of the environment at home and
abroad, in order to identify strategic factors that can
determine the future of the rural tourism product. This
Structured abstract
type of research is required to be able to properly formulate
the strategy of rural tourism, but also to identify
the factors that can influence the competitive effectiveness
of rural tourism. The research will show to how far
and with which force the political and legal, economic,
ecological, social and technological environment, as
well as competitors, buyers/customers, substitutes, suppliers
and new participants influence the attractiveness
of rural tourism product and determine its potential
profitability.
Originality/Value:
It should be noted that so far, at least within the country,
there has been no research related to this kind of
analysis. The attention has mostly been focused on the
SWOT analysis, which does not highlight the relationship
between external and internal factors. This fact
represents the main contribution of this paper to the
literature dealing with rural tourism investigation, and
it can serve as one of strategic determinants for the development
concept of rural tourism product.
Research limitations/Implications:
The lack of relevant research mentioned earlier is also
the limiting factor of this study, as there is no earlier
research to compare it with. Given the specific nature
of this type of analysis, it is quite difficult to compare it
with equal or similar studies in the neighbouring countries.
Practical implications:
A concrete application of competitive analysis on the
model of rural tourism product is of key importance in
formulating the rural tourism development strategy,
but also in achieving particular objectives of each stakeholder
in rural tourism development.
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