Zeszyty Naukowe Uniwersytetu Szczecińskiego. Service Management

Aktualnie: European Journal of Service Management

ISSN: 1898-0511     eISSN: 2353-2858    OAI    DOI: 10.18276/smt.2015.16-13
CC BY-SA   Open Access 

Lista wydań / Vol. 16, 2/2015
Croatian national tourism organization - reality of marketing and branding of tourist destinations

Autorzy: Mili Razović
University of Zadar
Słowa kluczowe: tourist offer tourist destination marketing promotion
Rok wydania:2015
Liczba stron:12 (129-140)
Cited-by (Crossref) ?:


The establishment of national tourism organizations on the Croatian territory, before one and a half century, emerged on the enthusiasm of local visionaries, who at the very beginning recognized the occurrence and importance of tourism. These enthusiasts have realized the necessity for establishment of an organization that would define new forms of behaviour of local people, government and economy toward foreign tourists who visit the area. Development and the role of Croatian national tourism organization depended on the socio-political and economic circumstances that were present in these areas. The establishment of the Republic of Croatia and the adoption of national tourism organization“Croatian Tourist Board“ law, define the role of the national tourism organization in the concept of marketing and branding of tourist destination. The paper starts from the fact that the role of national tourism organizations is oversized in the promotion and limited in marketing and branding of the tourist destination. It is confirmed with the research of the attitudes of  tourist boards members and representatives of the real sector and the tourism hospitality mediation at the tourist destination. Research, conclusions and proposals for solutions that are defined in the paper, put in a realistic framework, role and possibilities of national tourism organizations in the design of marketing and branding of tourist destination
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