Competitiveness of Kvarner region: challenges for destination management and branding

Purpose – The trends of consumption of beverages in the hospitality industry are an important segment of managers’ prediction in the creation and planning of future tourist spending. Predicting the motives and needs of tourists in the consumption of alcoholic and non-alcoholic beverages is of special interest to managers in the hospitality industry. This paper analyses interdependence and the impact of weather changes on the consumption of alcoholic and nonalcoholic beverages. The objective is to analyse the interdependence of the weather (climate) and consumption so that the managers could more successfully create future level of tourist demand for alcoholic and non-alcoholic beverages as an important segment in the creation of tourist consumption in hospitality companies. Design – The research model of the set tasks are hospitality companies for provision of beverage services, i.e. benchmarking with comparable hospitality companies. The used data are those of weather changes in the Adriatic destinations of Porec, Opatija, Mali Lošinj, Zadar, Šibenik, Split, Hvar, and Dubrovnik. Methodology – Regression analysis is used to verify the set hypothesis, that the quantity of consumed beverages increases with the increase in the number of overnights and air temperature. Approach – The intention is to verify the hypothesis that the weather i.e. temperature changes, humidity, and precipitation determine pleasant atmosphere which affects the level of consumption of beverages. Findings –Multiple determination coefficient of 99% shows that 99% of variations in the quantity of the consumed beverages is explained by changes in the number of overnights i.e. air temperature. Originality of the research – The analysed impacts of climate changes on the consumption of beverages is analysed on the example of Adriatic tourist destinations. Research results are applicable in practice and are especially useful to managers on the tourist market regarding prediction of weather changes and, accordingly, creation of high-quality products and services.