摘要：This paper attempts to outline the state of the cruise industry in the Mediterranean. Mediterranean ports should examine their potential role as cruise ports. In addition to concentrating on achieving a homeport or destination port status, ports must adapt their facilities for ever bigger ships or become a niche player. Elaborating the case of Korčula in this context and emphasizing advantages and disadvantages of this island, it is well noted that Korčula will continue to grow in popularity and importance. To this purpose, more diversified organized tours opportunities along with considerable efforts in promoting will be of great importance. In order to be successful and with regard to its limiting port structures, Korčula should primarily concentrate on attracting and accommodating smaller ships creating family and friendly atmosphere around cruise passengers.
关键词：cruise market; port positioning; SWOT analysis; Korčula
