Marketing identity of the tourist product of the Republic of Croatia

Abstract

The priority strategic lines of development of the Republic of Croatia must undoubtedly be tourism and agriculture. The primary reason for this is the fact that these two branches of economy are very closely connected, and through their integration and through the sale of their outputs – tourist products, considerably greater effects are achieved than in the classical expression of industrial products. However, the success in this line of development requires strong marketing efforts in tourist activities as the first necessary step towards making the tourist product of the Republic of Croatia as a whole a recognizable, more competitive, and stronger and clearer positioned product on the increasingly demanding international tourist market. Here we must keep in mind that the tourist product of the Republic of Croatia implicitly includes the profiling of a tourist product which will be recognizable and well accepted on the market and which will be the result of the average of all partially integrated tourist products offered on the tourist market. The realization of the tourist product of the Republic of Croatia must be supported by co-ordinated marketing efforts on the macro, mezzo and micro level. This in other words means that the strategic goals in the development of tourism must be regarded as hierarchical goals with a clearly determined vertical hierarchy and with horizontal correlation.