出版社：Sveučilište u Rijeci, Fakultet za menadžment u turizmu i ugostiteljstvu, Opatija
摘要：Croatia is an important factor to the European tourist market. The constructed tourist capacities, realized traffic and revenues are a significant segment of the European "satisfaction industry". However, unfavorable trends were perceived in Croatian tourism already during the second half of the 1980's. War and war destruction had the effect of drastically influencing traffic, as well as resulting in the complete absence of tourists in some regions, as in Dubrovnik. All this, alongside the unavoidable problems of the transition process which appeared on this path, contributed to the serious difficulties that Croatian tourism faces. The come-back of Croatian tourism and the building of its entirely new identity is a long complex and difficult process. Regardless of present circumstances and the evident return of tourists to Croatia in 1997, it is necessary indispose the fundamental changes in the approach to tourism and tourist practices. It is necessary to define long-term goals and market segments towards which offers can be explicitly directed and to systematically develop contemporary, tourist marketing. As the changed and ever-increasing demands of today's tourist consumer seek substantial improvements in the Croatian tourist product, which must be significantly better in quality, richer and more diverse, and thereby more competitive. The Croatian tourist product must comply with all contemporary market demands. The paper considers all these questions and problems and indicates what is necessary and objectively possible to achieve within short-term and long-term periods, in order to accomplish the desired goal - the better placement of Croatia on the European market.
关键词：tourism; the European tourist market; Croatian tourist product; quality of tourist product; competitiveness on the tourist market
