Methodological Approach and Model Analysis for Identification of Tourist Trends

Šerić, Neven; Jurišić, Marijana

doi:10.7251/zrefis1510047s

Cited by 3 publications

(2 citation statements)

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“…To Swedish guests when they choose accommodation the most important factors are location, food and drink, Wi-Fi access and fitness facilities which can be guidelines for available tourist resources and accommodation. For Croatia as a destination, trends in the recent period by Šerić, Jurišić [5] show an increase in growth of Scandinavian tourists, especially Swedish tourists. 88,3 percent of Scandinavian tourists heard of Croatia as a destination, while 68,5 percent know precisely where it is located.…”

Section: Introductionmentioning

confidence: 99%

Tourism Promotion of Destination for Swedish Emissive Market

Šerić¹,

Marušić²

2019

aeb

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Marketing tools in tourism are constantly changing. The competition in the global tourism market is exponentially growing. Common practice in the tourism sector is the promotion of destination offer to send target audience specific image in correlation with extra destination value. Customizing destination promotional mix to fit global touristic standards ensures efficient destination positioning but includes higher investment. Management of integral parts of the promotional mix is defined with undifferentiated supply and the general image of destination as well as completely opposite terms of the differentiated offer and the general image of the destination. Most of the tourism-related organizations adjust its promotional mix according to values and image they want to present to the target audience. In the same time, there aren't many tourism organizations, which adjust its promotional mix to different emissive markets. The main research question of this paper is "Does the strategic commitment of a receptive destination offer in terms of managing the marketing mix present strength or weakness?" The paper will present research results from the survey conducted on tourists from Swedish emissive market in order to define recommendable outlines for the successful promotion of tourism services on the selected emissive market. Given the fact the authors of this paper conducted two parallel primary types of research of attitudes among different samples of the same emissive market (one of them were Swedish tourists who didn't visit Croatia). Linking of these two aspects has been a research challenge to the expected contribution in the sphere of realizing advisable guidelines for proactive management of destination promotion focused on one emissive market.

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Section: Introductionmentioning

confidence: 99%

Tourism Promotion of Destination for Swedish Emissive Market

Šerić¹,

Marušić²

2019

aeb

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“…It is necessary to identify the market niches the tourists with special, cultural interests are inclined to. Identification is done by following current trends (Šerić and Jurišić, 2015). There is a growing number of guests who gladly visit cultural and historical monuments during their stay in a destination (Šerić and Talijančić, 2011;Prorok and Šerić, 2019).…”

Section: Tourist Valorisation Of Cultural and Historical Heritagementioning

confidence: 99%

Marketing Management of the Lighthouse Heritage in the Function of Strengthening the National Identity on the Global Tourism Market: Stone Lights (Croatia) and the Art of the Lighthouses (Montenegro)

Stojanović

Šerić

Perišić³

2020

ZREFIS

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The paper presents marketing projects of managing lighthouses as cultural and historical heritage in Croatia and Montenegro. Regardless of the advances in technology and changes of the functioning of modern navigational aids, lighthouses as cultural-historical monuments can get other value through the touristic market. The Croatian Stone Lights project is a commercialization of lighthouse buildings as a good practice example of promoting the maritime identity of the country, promoting national tourism offer and positioning the national tourism brand in the global tourism market. The Montenegrin project The Art of the Lighthouses is an original concept of creating destination icons by implementing art installations on lighthouses, harbours and coastal lights, which were used in this project for a purpose other than their primary one – being part of the navigation safety system. The aim of the paper is to present the results of these projects and their impact on the national identity. There are few tourist destinations in the world that offer accommodation in lighthouses, and there are still fewer examples of using port and coastal lights as recognizable destination icons. The paper develops through three basic sections: the introduction of both projects, descriptive analysis of tourist valorisation of lighthouses (marketing management of lighthouses as a part of cultural heritage and creation of destination icons), and finally research findings (focus of tourism expert groups – how to connect Croatian and Montenegrin projects on the marketing platform). The research results of this paper aim at linking Croatian and Montenegrin marketing experiences for the possible future cooperation in the field of commercialization of cultural and historical resources for touristic valorisation.

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