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Exploring the 'Cultural Tourism-Sustainable Development' Nexus: the Case of Croatia

Exploring the 'Cultural Tourism-Sustainable Development' Nexus: the Case of Croatia Modern environment in which operate tourism-economic factors is characterized by a high level of instability and the dynamics of change. Changes with its influences determine external operating conditions, over which micro organizational units have no control. In order to successfully survive it is necessary to identify and adapt to them. Marketing strategy of cultural heritage tourist valorisation, in this context, appears as an adequate approach. Strategic management enables planning on an analysis of past events, and in a special way takes into account estimates and projections of future conditions of the environment. Also, it should take into account that the coexistence of cultural heritage with the achievements of modern life is defined with sustainable development syntax. This paper in which research, formulation and presentation of the results were used the methods of analysis and synthesis, comparative, descriptive and historical methods outlines the development and analyzes the current state of cultural tourism in Croatia, and discusses approach to effective strategic marketing management of cultural heritage tourist valorisation, focusing on the sustainable development of tourism. Keywords: Croatia, cultural heritage, sustainable development, marketing, strategy JEL classification: Z13 1. INTRODUCTION Sustainable, long-term tourism development of the Republic of Croatia should be based on http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Annals of the Alexandru Ioan Cuza University - Economics de Gruyter

Exploring the 'Cultural Tourism-Sustainable Development' Nexus: the Case of Croatia

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Publisher
de Gruyter
Copyright
Sciendo is a De Gruyter company © 2018. ALL RIGHTS RESERVED Powered by PubFactory
ISSN
2068-8717
DOI
10.2478/aicue-2014-0012
Publisher site
See Article on Publisher Site

Abstract

Modern environment in which operate tourism-economic factors is characterized by a high level of instability and the dynamics of change. Changes with its influences determine external operating conditions, over which micro organizational units have no control. In order to successfully survive it is necessary to identify and adapt to them. Marketing strategy of cultural heritage tourist valorisation, in this context, appears as an adequate approach. Strategic management enables planning on an analysis of past events, and in a special way takes into account estimates and projections of future conditions of the environment. Also, it should take into account that the coexistence of cultural heritage with the achievements of modern life is defined with sustainable development syntax. This paper in which research, formulation and presentation of the results were used the methods of analysis and synthesis, comparative, descriptive and historical methods outlines the development and analyzes the current state of cultural tourism in Croatia, and discusses approach to effective strategic marketing management of cultural heritage tourist valorisation, focusing on the sustainable development of tourism. Keywords: Croatia, cultural heritage, sustainable development, marketing, strategy JEL classification: Z13 1. INTRODUCTION Sustainable, long-term tourism development of the Republic of Croatia should be based on

Journal

Annals of the Alexandru Ioan Cuza University - Economicsde Gruyter

Published: Dec 1, 2014

Keywords: Business and Economics; Political Economics; Political Economics, other

References