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Identity Of National Heritage In Function Of Specialised Tourist Offer In Croatia


  • Neven Šerić

    () (Faculty of Economics Split University Split, Croatia)

  • Jasminka Talijančić

    () (Faculty of Economics Split University Split, Croatia)


Every tourist oriented country tries to increase its content on global tourist market. Continuity of diverse tourist offer consolidation on the global market presumes specialized tourist’s offer of every small country, like Croatia. For those countries it’s the best way of market share protection on global market. Tourist market is dynamic and extremely oriented to contemporary trends. Tourist tends to experience authentically offer, typical for the country that he visits. In that sense, tourist offer adjustment to national identity (based on historic ambience for which the offer is created) presents sustainable competition strategy. Therefore, tourist offer on the Croatian market must include eco tourism, excursion, culture tourism and adventure tourism (with special reference to nautical tourism). Demands for ecological areas and personal safety are criteria that contribute to the choice of tourist destinations. Also the trend of health care is quite obvious (wellness, fitness etc.). In accordance to changed needs of modern tourist, tourist offer must be diversified. It could be done by applying the specialized form of tourist offer. Accordingly, we have used the market research “what tourist thinks” in order to define the appropriate marketing frame by which Croatia will be positioned as specialized tourist destination in a long term. The identity will be based on authentic tourist product. Also, it would provide the credibility of the new national tourist offer. Tourist will be offered to be the explorer of the historical and cultural heritage as well as the identity of the destination he is visiting. Croatian national cultural heritage has all necessary predispositions (cities, palaces, old castles, churches, museums... etc). Only specialized tourist’s offer can provide growing trend for the impendent period. The abstract will not exceed 150 words, in the Times New Roman font, 9 pts., italic, 0.75 cm indent. It will mention the aim of the paper, research goals and expected results. Please use a less technical language, able to provide an overview of the paper contents for people who have no special knowledge in the field.

Suggested Citation

  • Neven Šerić & Jasminka Talijančić, 2011. "Identity Of National Heritage In Function Of Specialised Tourist Offer In Croatia," Analele Stiintifice ale Universitatii "Alexandru Ioan Cuza" din Iasi - Stiinte Economice, Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, vol. 58, pages 327-338, november.
  • Handle: RePEc:aic:journl:y:2011:v:58:p:327-338

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    More about this item


    identity; specialisation; tourism; strategy; destination.;

    JEL classification:

    • N63 - Economic History - - Manufacturing and Construction - - - Europe: Pre-1913
    • Q57 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Ecological Economics


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