Achieving good economic results in tourism

Abstract

Good economic results in tourism are achieved through tourist expenditure. The way in which these results are achieved in the receptive tourism country or region depends on the optimal level of the designed tourism offer and suitability towards the tourism spending. In relation to natural and other preconditions for tourism Croatia's tourism offer is not exhausted. On the contrary, the countries tourism product is outdated, reflected in low tourism spending compared to other competitive Mediterranean countries. Tourism enterprises do not use marketing application sufficiently, and strategic marketing is very little or not at all used. To correct the present situation it is necessary to reconstruct the tourism offer and innovate Croatia's tourism product. Success in tourism in the European tourism market will become more dependent on harmonising marketing technological development and management. All of this points to the necessity of the application of marketing strategies which is a means for achieving marketing activities' goals in the tourism economy.