STRATEGIC THINKING IN DEVELOPING NAUTICAL TOURISM IN CROATIA

Abstract

Croatia possesses a comparative advantage based on its natural resources, ranking it high on the list of countries of nautical tourism. There is, however, an array of limiting factors that need to be eliminated if nautical tourism is to evolve on sound bases consistent with sustainable development. Future development cannot be based solely on Croatia's advantages reflected in its scenic spots, attractive landscapes and preserved environment. In 2005, new measures were introduced in nautical tourism to abolish black chartering; high standards of environmental protection of the Adriatic, implemented; and navigational safety, enhanced. Following these activities, the basic objective has become the need to define the strategic determinants for the future development of nautical tourism. Quantitative data point to a rapidly growing number of boaters, who expect to be received and accommodated in keeping with the trends on the service market of nautical tourism. Service quality in Croatian marinas is considerably below the quality levels of rival countries. Marinas in Croatia are in need of restructuring and repositioning, entailing continuous investment. Strategic thinking is needed in identifying the opportunities and lines of development of nautical tourism, in addressing the issue of the sustainable capacity, structure and distribution of berths along the Adriatic’s Croatian coastline as part of the strategic determination of Croatia’s tourism development, as well as in providing a comprehensive vision of current and future development.

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