Abstract
Tourism destination is a complicated system. Destination system consists of resources which can be natural and anthropogenic. It is necessary to harmonize them and to manage them in proper manner. Coastal area is one of the most valuable natural resources od Republic of Croatia which is well known and recognized as sun, sea&sand destination, and therefore coastal area is crucial for tourism development. Beaches, as part of coastal area, are foundation of competitive advantage, as well as income generator and due to this, there is growing interest in last couple years for possibility of using their recreational and economic potential. Purpose of this paper is, by using quantitative and qualitative analysis, to research beach resources of Pelješac peninsula which will then be used as a foundation for SWOT matrix to determine strengths, weaknesses, opportunities and threats to beaches of this area. For the analysis purpose, beside the secondary data research, there was a field research conducted which covered attitudes of key stakeholders and tourism board management of Pelješac peninsula which together make destination management of beach resources.
Highlights
Tourism in a specific area could not prosper without the attractions which ensure that thi certain place is a destination
According to the analyzed data it can be concluded that the results are expected, namely, all surveyed employees of tourist boards of Pelješac peninsula considered that there are prerequisites for quality tourism development, and that this situation is sustainable in the long run, that the beach resources in the tourist offer are extremely important, but that tourism potentials of Pelješac are still not well exploited
Due to the diversity of tourist products offered on the Pelješac peninsula, which in turn can be linked in such a way to form a unique tourist offer, it can be concluded that it is necessary to adopt a strategy of managing the development of tourism in order for beach areas to be optimally exploited, and that an appropriate destination management is necessary in order to ensure implementation of the strategy
Summary
Tourism in a specific area could not prosper without the attractions which ensure that thi certain place is a destination. The beaches are an integral part of an integrated tourist product of a destination This is a highly valuable resource in terms of natural, social, economic and recreational potential. They make the tourism product attractive and represent motive for arrival in a destination for a number of tourists.[11] In order to put the beaches into place of tourist attractions and positioning of a tourist destination on the tourism market, and to make a tourism product of destination more attractive it is necessary to enrich the offer of beaches according to the wishes of market segments with respect to the principles of sustainable development
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