Importance of strategic managing in development a competitive event tourism offer

Slobodan Ivanović (), Krešimir Mikinac () and Vedran Milojica ()
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Slobodan Ivanović: Faculty of Tourism and Hospitality Management, Opatija, University of Rijeka, Croatia
Krešimir Mikinac: Faculty of Tourism and Hospitality Management, Opatija, University of Rijeka, Croatia
Vedran Milojica: Faculty of Tourism and Hospitality Management, Opatija, University of Rijeka, Croatia

Tourism and Hospitality Industry from University of Rijeka, Faculty of Tourism and Hospitality Management

Abstract: Purpose – Over the years numerous world destinations have recognized the advantages of organizing events and manifestations, and have focused their efforts towards that direction in order to expand their tourist offer and make it, as well as the destination, more competitive and recognizable. As a country with a long tourist tradition, rich cultural-historical heritage, etc., Croatia still hasn´t reached the true level of competitiveness of its (event) tourism offer, despite its potential as well as the activities undertaken until now. The purpose of this paper is to present the characteristics and current state of the offer of tourist events in the Republic of Croatia, as well to propose strategic guidelines for its future development. Methodology – The authors have conducted an analysis of the scientific literature, as well as the available secondary data. Findings – The paper presents possibility of development of a competitive event tourism offer in Croatia, based on its natural, cultural-historical and other particularities. Its successful development will result in increase of the tourist turnover, and reduction of the seasonality in Croatian tourism. New theoretical findings in strategic managing and application of positive practical experiences will ensure growth of recognizability and competitiveness of Croatia as a tourist destination. Contribution – Contribution of this paper manifests in increasing the understanding of importance of event tourism and strategies in its development, as well as how its successful development can positively influence on the preservation of Croatian tradition and through that the improvement of total Croatian tourist offer

Keywords: event tourism; strategies; strategic management; competitiveness; Croatia (search for similar items in EconPapers)
JEL-codes: L83 (search for similar items in EconPapers)
Date: 2016-04
New Economics Papers: this item is included in nep-tur
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Published in 23rd Biennial International Congress Tourism & Hospitality Industry 2016, April 2016, pages 95-108

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