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

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3. TemATSkA cJelinA: kReiRAnJe i DiSTRiBUciJA pRoizvoDA RURAlnog TURizmA Univ. bacc. oec. Sanja Rašetina Ekonomski fakultet Odjel/Odsjek: Turizam i hotelijerstvo Matice hrvatske 31, 21000 Split, Hrvatska tel.: 098 165 84 34 e-mail: sanja.rasetina@st.t-com.hr Univ. bacc. ing. agr. Željan Dulčić e-mail: zeljan3@hotmail.com Naslov izlaganja: Uloga kvalitete proizvoda ruralnog turizma u procesu održivog upravljanja destinacijom Ključne riječi: Turistički proizvodi, upravljanje destinacijom, održivost Vrsta izlaganja: Usmeno izlaganje uz PowerPoint prezentaciju Tema: Kreiranje i distribucija proizvoda ruralnog turizma Svrha istraživanja: Polazeći od koncepta razvoja ruralnog turizma kao rastućeg selektivnog oblika turizma, cilj rada je bio deskriptivno analizirati njegovu tržišnu poziciju na hrvatskom turističkom tržištu, s naglaskom na Dalmaciju i Slavoniju zbog specifičnih obilježja navedene primorske i kontinentalne regije. Metodologija/pristup: Kao osnovna smjernica za provedbu analize okruženja korištena je SWOT analiza, kojom su identificirani osnovni čimbenici za uspostavu strateških razvojnih smjernica ruralnog turizma, dok se za analizu konkurentskih prednosti koristila metoda studije slučaja s ciljem usporedbe razvoja ruralnog turizma na području odabranih europskih zemalja (Francuske, Italije, Španjolske i Austrije). Rezultati: U konačnici će se ukazati na potrebu za pokretanjem procesa brendiranja hrvatskog ruralnog turizma i unaprjeđenjem njegovih strateških razvojnih prioriteta poput ekološke osvještenosti te valorizacije okoliša i socio kulturnih resursa, komunalne i prometne infrastrukture 136 Strukturirani apstrakt te revitalizacije postojećih eko-etno ugostiteljskih objekata. Pritom je potrebno posebnu pozornost posvetiti glavnim prijetnjama hrvatskom turističkom sektoru poput izražene sezonalnosti i nedostatka specijalističkih kadrova te slabosti marketinškog miksa koji bi trebao istaknuti osobitosti hrvatskih turističkih brendova te prednosti marketinga u turizmu uz naglasak na permanentni proces brandiranja kao razvojnog okvira i upravljačkog alata za realizaciju odabranog oblika turizma. Izvornost/Doprinos/Vrijednost: Tematika rada se oslanja na regije Hrvatske kao sezonske destinacije, čija se navedena područja percipiraju kao skup vrijednih kulturnih i prirodnih resursa te činjenicu da ruralno nasljeđe, način života i pripadajuće aktivnosti čine okosnicu održivog razvoja ruralnog turizma. Naime, Hrvatska ne može promijeniti dosadašnju neučinkovitu koncepciju turističkog razvoja ako ne uspostavi takvu upravljačku infrastrukturu koja će omogućiti učinkovitu komunikaciju nositelja i izvršitelja razvoja turizma s globalnim turističkim tržištem. Istraživačka ograničenja/Implikacije: Analizom rezultata provedenih primarnih i sekundarnih istraživanja je utvrđeno da indikatori razvoja ukazuju na skromno korištenje potencijala regija. Potrebno je provesti nova istraživanja i redefinirati načine korištenja resursa, s naglaskom na stvaranje nove strategije razvoja. Praktična primjena: Analizom situacije je ustanovljena prisutnost vrijednih resursa s potencijalima za stvaranje integriranih ruralnih proizvoda Dalmacije i Slavonije, a njihova željena kvaliteta je ostvariva primjenom principa destinacijske menadžment organizacije te marketinških strategija prilagođenih pojedinoj regiji.
3. TemATSkA cJelinA: kReiRAnJe i DiSTRiBUciJA pRoizvoDA RURAlnog TURizmA Univ. bacc. oec. Sanja Rašetina Faculty of economics Tourism and hospitality Matice hrvatske 31, 21000 Split, Croatia tel.: +385 98 165 84 34 e-mail: sanja.rasetina@st.t-com.hr Univ. bacc. ing. agr. Željan Dulčić e-mail: zeljan3@hotmail.com Title of the contribution: The role of quality for rural tourism products in the process of sustainable destination management Keywords: tourism products, destination management, sustainability Type of presentation: Verbal display with ppt presentation Theme: Creation and distribution of rural tourism products Purpose of study: The aim of this paper is to give a descriptive analysis of competitive position for rural tourism as a progressive selective form of tourism on the Croatian touristic market, regarding the specific features of the coastal (Dalmatia) and inland (Slavonia) region. Methodology/Approach: The SWOT analysis was used to identifie the factors for establishing strategic guidelines for future development of rural tourism. The case study method was used to analyze the competitive advantages in order to compare the development of rural tourism in the selected European countries (France, Italy, Spain and Austria). Findings: In the end, the indication to the need for initiating a process of branding Croatian rural tourism and improving its strategic development priorities (such as environmental awareness, evaluation of environmental and sociocultural resources, utilities and transport Structured abstract infrastructure, and revitalization of existing eco-ethnic hospitality objects), will be made. It is necessary to pay special attention to major threats for Croatian tourism sector, such as seasonality, lack of specialized personnel and inadequate marketing mix, which should emphasize the characteristics of Croatian tourism brands and marketing advantages in the tourism industry, with emphasis on the process of branding and supporting management tools. Originality/Value: Croatia, a seasonal destinations has valuable cultural and natural resources, and the fact is that rural heritage, way of life and associated activities, make the backbone of sustainable rural development. Nevertheless, Croatia can not change the current inefficient concept of tourism development, if such a control infrastructure that will enable effective communication carriers and employees of tourism development with the global tourism market, is not established. Research limitations/Implications: After analyzing the results of primary and secondary research, development indicators show modest using of regional resources. Conducting new studies and redefining the uses of resources, for creating a new development strategy, is necessary Practical implications: By analysing the situation, the possibility for creation of integrated rural products of Dalmatia and Slavonia was established, applying the principles of the destination management organization and marketing strategies adapted for each region. 137
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3TREĆI MEĐUNARODNI KONGRES O RURA
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POKROVITELJI: Ministarstvo turizma
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CO-ORGANIZERS Association “Agrito
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SADRŽAJ Pozdravna riječ. . . . .
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3. MEĐUNARODNI KONGRES O RURALNOM
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POZDRAVNA RIJEČ Dobrodošli na tre
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Ph D Eduard Kušen, architecture en
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Klaus Ehrlich, General Secretary Eu
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Dipl.-Pol. Panos Poulos Secretary G
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Ms Muñoz Mercedes European Greenwa
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Milan Antolović, dipl. ing. agr. I
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Ph. D Katica Arar Faculty of Agricu
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Rade Božović University of Novi S
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Izabela Ćavar Faculty of Science a
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Mr. sc. Marija Dejanović Tourist b
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Dijana Horvat, dipl. inž. Visoko g
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Mr. sc. Silvije Jerčinović Colleg
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M. Sc. Janja Juzbašić Zavičajni
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Ph. D. Jasenka Kranjčević Institu
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Mirjana Laganin Ecoplan Mostar Dr.
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Ph. D. IvonaOrlić Ethnographic mus
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Professor Cornelia Petroman Banat U
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Phd. Student Ionut Mircea Petroman
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Georgeta Rata, Assistant Professor
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Sandra Runjaić University in Ljubl
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Ph. D. Pavlo Ružić Institute of a
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Mr. Slavica Samardžić Ministry of
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M. Sc. Elma Sefo Faculty of Agricul
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Petra Somek, prof. Publishing house
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Ph. D. Žarko Španiček Ministry o
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Prof.dr.sc. Vesna Židovec Universi
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Mrs. Tihana Stepinac Fabijanić Cro
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Branislav Gulan Editor-in-chief; me
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MSc In Ethnology Dunja Šarić The
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Jasna Babić, dipl. oec. Tourist Bo
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PhD in Geography Marko Koščak Stu
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Denis Ambruš, architect Faculty of
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Ph. D. Marija Knežević University
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Ph D Vesna Bedeković, Higher Schoo
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Mato Čačić Croatian Agriculture
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Ph. D. Daniela Gračan, associate p
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Samo Grošelj International Sava Ri
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Msc Sanja Jakovljević Belgrade Cha
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Damir Jerković, MA tel.: +387 36 4
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MSc Ana Jovičić University od Nov
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Ph. D. Marcel Meler University of O
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Mr. sc. Igor Stamenković Teaching
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Borislav Puljić Ecoplan d.o.o. Mos
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M. Sc. in Biology Marko Randić Pub
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Prof. Dr Vladimir Stojanović Asocc
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Mirela Šetka Prlić Ecoplan d.o.o
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DVM Stjepan Šimundža Viteško alk
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Prof. dr. sc Vjekoslav Šimunović
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Ives Vodanović Student of Faculty
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Mirjana Baban Faculty of Agricultur
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Mr. sc Iva Jurković Stančićeva 7
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Davorin Pamić, dipl. inž. agr. Cr
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MA in Economics Željko Trezner Ass
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Danijela Bićanić, dipl. nov. Agro
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Mr. sc. Ivica Jerčinović Poduzetn
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Darija Kuharić, senior lecturer Un
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Professional Associate Franica Milo
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