Analysis of promotional activities in tourism of Zagreb county and Krapina-Zagorje county in Croatia

Purpose – of the paper is to assess the successfulness of marketing in tourism of Zagreb County and Krapina - Zagorje County from the perspective of continental tourism development and its marketing success. The research shows the amount of financial investment in marketing of both tourism destinations in order to attract domestic and foreign tourists. It finds out the awareness of domestic tourists about counties and its tourism attractions. Both counties have tourism potential and invest in marketing in coordination with Croatian Tourism Board. The main purpose is to find out the financial amounts invested in promotion, the results of promotional activities taken and to prove its successfulness as well as awareness amongst domestic tourists. Methodology – is quantitative and qualitative research, secondary research, method of analysis and synthesis as well as the observation from real life. As part of quantitative method there is a survey conducted amongst the population of Croatia by using random sampling. Qualitative method includes in-depth interviews with representative experts and managers responsible for marketing of tourism in Zagreb County and in Krapina-Zagorje County. Findings of the research show the successfulness of marketing efforts in Zagreb County and Krapina-Zagorje County. Zagreb County invests in marketing of tourism per one tourist arrival more than in Krapina-Zagorje County while Krapina-Zagorje County is more visited, spends less for marketing, although smaller than Zagreb County. Results show how many respondents never visited continental Croatia as tourists and are not aware of tourism potential in Krapina-Zagorje County. It also shows how many respondents never visited Zagreb County as tourists. Findings also prove that the county which is promoted as a brand has more successful in creating awareness and tourism visits. It includes recommendations for improvements in marketing potential and suggest specific activities and use of public and social media to promote both destinations more successfully amongst domestic and foreign tourists. Contribution – of the research is seen in its approach of analyzing investments in marketing and providing results in order to emphasize how less financial investment can achieve better success and how financial investment in marketing is not sufficient such as combination of financial and other marketing activities and promotional tools in order to attract more tourists and create awareness of tourism destination. Destinations which decide to create brands are more successful than those investing large amounts of money in marketing but not creating strong brand. The findings and aim of this research can contribute to further successful promotion of both counties as well as to create awareness of the current situation amongst public, domestic and foreign tourists as well as destination managers and other interested social groups.