Kontesa Slavonija - Integrated Marketing Of Slavonian Cultural And Natural Attractions

Leisure activities offered to tourists in continental tourism have much greater importance than in sea tourism. Inland tourism offer needs to be better filled with leisure activities. Cultural heritage and natural environment in continental tourism are just as significant as the accommodation of tourists. Continental tourism should offer high-quality travel activities; tourists have to be motivated to engage in better quality leisure activities and greater daily consumption. The current concept of tourist information supply and the marketing of tourism facilities in Slavonia and Baranja are inadequate and do not contribute to development, which results in a small percentage of (direct) tourist arrivals in the region. In this paper we propose a marketing concept for the cultural and natural heritage of Slavonia as a framework of a macro entrepreneurial project in continental tourism, which should offer quality activities to tourists in a European setting and, ultimately, result in increasingly higher daily spending by tourists in the region.