Tourism product club in the development of outdoor tourism - Baška municipality

Christian Stipanović (), Elena Rudan () and Ivana Kovačić ()
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Christian Stipanović: Faculty of Tourism and Hospitality Management, Opatija, University of Rijeka, Croatia
Elena Rudan: Faculty of Tourism and Hospitality Management, Opatija, University of Rijeka, Croatia
Ivana Kovačić: Municipal Tourism Office Baška, Baška, Croatia

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

Abstract: Purpose – The purpose of the research is defining the theoretical determinants of tourism product club and analysing the possibilities for creating a tourism product club which would increase competitiveness and allow the development, reconception and repositioning of Baška on the dynamic market. The paper analyses a new business model for balancing the dynamic interaction of stakeholders and entrepreneurial initiatives, aiming to transform resources into competitive products, using the example of Baška Outdoor Festival, both in the present and the future. Methodology – The research synthesizes and updates the theoretical and applied knowledge about the development of tourism product clubs. Using questionnaires and interviews, it examines the level of awareness of tourism management and all destination stakeholders about the possibilities of developing and utilizing tourism product club, relying on the example of Baška Outdoor Festival (research limitations: small sample size and the lack of stakeholders’ awareness about the possibilities of forming a tourism product club). Findings – The research results will be based on the development of theoretical and applied knowledge about the possibilities of creating a tourism product club (uncharted territory in Croatian theory and practice) with the goal of achieving the affirmation of outdoor offer. Contribution – The contribution of the research will be based on the dissemination of new scientific knowledge about the possibilities of cooperation and joint appearance on the market in order to create an innovative and distinctive product, with concrete implementation on Baška outdoor tourism. The originality of the work stems from theoretical determinants, the authors’ attitudes, and the results of destination stakeholders research.

Keywords: tourism product club; development strategy; entrepreneurship; Baška Outdoor Festival (search for similar items in EconPapers)
JEL-codes: L83 (search for similar items in EconPapers)
Date: 2016-04
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Published in 23rd Biennial International Congress Tourism & Hospitality Industry 2016, April 2016, pages 446-456

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