出版社：Sveučilište u Rijeci, Fakultet za menadžment u turizmu i ugostiteljstvu, Opatija
摘要：The unsatisfactory performance of tourism on Zante Island in Greece, expressed by low return on equity capital of hotels of the island, is due to the mass tourism product. The SWOT analysis is used as a tool of strategy analysis of the internal and external environment to describe the present situation of tourism on the island. Results show that the best strategy to achieve and promote competitiveness is to differentiate the product, ameliorate its quality and the use of Information Communication Technology, in order to decrease seasonality, prolong the annual period of tourism operations and connect it to the rest of the economy on the island. The case study of defining thematic routes for tourism in Zante by the local communities is an example of decisive contribution of the product differentiation to sustainable development of rural and less favorite areas.
关键词：Product differentiation; SWOT Analysis; ROE; Thematic Routes; Sustainability of Tourism; Information Communication Technology
