HOW COMPETITIVE IS TOURIST OFFER OF ADRIATIC CROATIA? ANALYSIS OF CURRENT STATE

Irijana Rajković, Sara Fuch and Marija Vukoja
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Irijana Rajković: Faculty of Tourism and Hospitality Management, University in Rijeka, Croatia.
Sara Fuch: Faculty of Tourism and Hospitality Management, University in Rijeka, Croatia.
Marija Vukoja: Faculty of Tourism and Hospitality Management, University in Rijeka, Croatia.

UTMS Journal of Economics, 2025, vol. 16, issue 1, 102-114

Abstract: The purpose of this paper is to present the developmental state of Adriatic Croatia´s tourist offer, and its contribution in Croatia´s competitive positioning on the tourist market. In the paper author presents the characteristics of tourist offer of Adriatic Croatia, respectively what are the tourist´s motives for visiting it, and how satisfied they are with the tourist offer. For that purpose, results from the study Attitudes and Expenditures of Tourists in Croatia TOMAS 2022/23 were used, presenting motives and level of satisfaction with the tourist offer. Findings indicate, when it comes to motivation, that Adriatic Croatia is still mostly recognized for its sea and natural resources while lower interest is registered for other elements of tourist offer. Results reflecting tourist´s satisfaction are relatively satisfactory, although there is potential for improvement. Based on the findins ideas for improvement have been proposed.

Keywords: Adriatic Croatia; tourist offer; competitiveness (search for similar items in EconPapers)
JEL-codes: L83 Z32 (search for similar items in EconPapers)
Date: 2025
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