master's thesis
MARKETING STRATEGIJA RAZVOJA TURISTIČKE ZAJEDNICE OPĆINE ŠOLTA

Zorana Kaštelanac (2016)
University of Split
Faculty of economics Split
Metadata
TitleMARKETING STRATEGIJA RAZVOJA TURISTIČKE ZAJEDNICE OPĆINE ŠOLTA : završni rad
AuthorZorana Kaštelanac
Mentor(s)Daša Dragnić (thesis advisor)
Abstract
U ovom radu iznesena je marketinška strategija Turističke zajednice Općine Šolta. U današnje vrijeme dobro je napraviti marketing strategiju koja podrazumijeva konačno oblikovanje dugoročnih ciljeva i određivanje okvirnih smjernica za njihovo ostvarivanje. Marketinška strategija predstavlja mogućnost da svi relevantni sudionici spoznaju dugoročne marketinške ciljeve na ciljnom tržištu, kao i mogućnosti za njihovo ostvarenje uz kvalitetno osiguravanje potrebnih resursa. Kako bi pretpostavke za postavljanje ovakve strategije bile ispravne potrebno je prethodno poduzeti opširnu i sveobuhvatnu analizu unutrašnjeg i vanjskog stanja. Tek kada se izoliraju sve snage i prilike te slabosti i prijetnje može se pristupiti iznošenju strategije razvoja. U ovom poslovnom slučaju marketinška strategija turističke zajednice dana je kroz strategiju razvoja turizma na destinaciji te je na kraju izneseno što sve konkretno turistička zajednica može poduzeti kako bi realizirala strateške ciljeve. Stavljen je naglasak na razvijanje ponude sportskog, rekreativnog i adrenalinskog turizma te na bolju promociju i stavljanje u turističku funkciju kulturno-povijesnih bogatstava. Isto tako predlaže se i daljnje jačanje i razvoj nautičkog turizma koji je u ovom trenu najperspektivniji vid. U ovoj strategiji dane su preporuke za održivi razvoj turizma na otoku koji ide u korak sa njegovim kapacitetom te da uz razvijanje turističkih djelatnosti treba razvijati i one djelatnosti na koje se turizam oslanja. Treba raditi na poboljšanju kvalitete života na otoku kako bi se poboljšala demografska struktura stanovništva koje jedan od glavnih resursa za razvitak, kako turizma tako i otoka uopće.
Keywordsmarketing strategy tourist bord Island of Šolta.
GranterUniversity of Split
Faculty of economics Split
PlaceSplit
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeprofessional
Study levelspecialist graduate
Study programmeManagement; specializations in: Project management, Financial and Tax management, Accounting and Revision
Study specializationProject management
Academic title abbreviationstruč. spec. oec.
Genremaster's thesis
Language Croatian
Defense date2016-05
Parallel abstract (English)
This paper presents a marketing strategy for Šolta Island Tourist Board. It is good to develop a strategy that includes defining of long-term goals and establishes guidelines for their realization. Marketing strategy is an opportunity for all the stakeholders to realize long-term marketing goals as well as their possibility for realization by using available resources. It is necessary to take an extensive and comprehensive analysis of internal and external conditions in order to set the correct assumptions for strategy. Once when all the strengths, weaknesses, opportunities and threats are isolated it is possible to start developing the strategy. In this particular case study marketing strategy for Šolta Island Tourist Bord is given through the strategy for development of tourism in Island of Šolta. In the end of this paper all the activities that can be done by Šolta Island Tourist Board in order to realize strategic goals are defined. It is very important to develop sports, recreational and adrenaline tourism. Also better promotion of cultural and historical resources in the island is necessary. Further strengthening and development of nautical tourism is also recommended because nautical tourism is currently the most promising tourism sector in Šolta. In this strategy are given recommendations for sustainable development of tourism on the island, kind of tourism that keeps up with its capacity. Along with the development of tourism activities should be developed all those activities in which tourism relies on. It is important to improve the quality of life on the island in order of demographic structure improvement , beacuse people are one of the main resources for the development of both tourism and the island in general.
Parallel keywords (Croatian)marketinška strategija promocija turistička zajednica otok Šolta
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:124:200009
CommitterIvana Gizdić