出版社：Juraj Dobrila University of Pula, Department of Economics and Tourism 'Dr. Mijo Mirkovic'
摘要：By adopting marketing approach in business, tourism destinations can meet the challenges of modern tourism macro environment and overcome strategic gap of traditional way of doing business. Given that very few academic reports address tourism destination marketing concept in a comprehensive and systematic manner as well as the issue of management this paper presents designed model of tourism destination marketing management. Like many countries with developed tourism industry in the beginning of 1990's Croatia started with reingeneering of the marketing management process in tourism and it established the Tourism Board system. In Croatia this system is the main body responsible for tourism destination marketing management. Based on the empirical research the features of marketing management in tourism destination of Croatia have been acknowleged. This paper also provides recommendations for improvement of marketing management over tourism destinations in Croatia.
