Tourism demand is becoming increasingly more discerning. It expects a well-designed and diverse product. This can be achieved with properly organised receiving-tourism facilities and services, and an array of attractions and entertainment events. Parallel to enhancing attractiveness, it is also necessary to strengthen and intensify internal and external marketing to ensure that a destination product and, in particular, its segments will find customers on the market.
Through its growing importance to tourism, the tourist destination is increasingly attracting the attention of researchers and tourism managers. The rationale lies in efforts to gain deeper insight into travel motivations and tourist demands and needs. In destinations, tourists can meet many of their needs, above all, the need for leisure and entertainment. Comfortable accommodations, recreation services and facilities, natural and cultural sights, as well as various entertaining events make the destination attractive to tourists. In competing, the destination that has a more organised offering and an established image of the market will have a higher degree of success. The best way to express a destination’s identity is through a well-crafted umbrella brand. This type of brand allows the promotion of all of the destination’s tourism supply providers, as well as their joint tourism product, on the market.
Tourist activities motivate tourists to visit a destination. Tourism evaluates motives and protects them largely from harmful influences. Tourism evaluation aims to establish the value of natural tourist attractions and of those created by humans. Along with tourist attractions, destinations are also evaluated in order to find out about their utility. The evaluation of a destination and its particular attractions is expressed by the realized tourist traffic for the observed period. Protection of tourist attractions is a systematic activity against all kinds of pollution. It also includes the sustainability of traffic flows in tourism destination. Management in tourism industry has an irreplaceable role in that.
Die Hoteldienstleistungen sind ein Teil des Tourismusangebots. Seine Konkurrenzfähigkeit und die Marktanziehung hängt von der Qualität ab. Gute Kenntnis der Forderungen bezüglich der Tourismusnachfrage, ist die grundlegende Voraussetzung für eine Umformung der Konkurrenzfähigkeit der Hoteldienstleistungen. Die Dienstleistungen der kroatischen Hotelindustrie haben in mehreren europäischen Ländern gute Marktposition eingenommen. Diese Position kann man durch die Erweiterung der Unterkunftskapazität und eine größere Marketingaktivität verbessern.
Das Management des Hotelmarketing ist ein Prozess der Planung, Organisierung, Anwendung und der Kontrolle des Hotelproduktabsatzes. Dieser Prozess wird durch die Hotelmarketingsabteilung an der Spitze mit dem Hauptmarketingsmanagement bewegt und geführt. Der Hoteleigentümer sollte die Marketingsabteilung als den Schlüsselfaktor einer erfolgreichen Geschäftsführung erkennen und dementsprechend die Notwendigkeit ersehen diese anzuregen und zu stimulieren.
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