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

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.
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