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Business clusters are widely acknowledged to have the potential to improve the financial performance of businesses within a cluster and contribute to the economic development of an area in which a cluster is located. The aim of this paper was to analyse the possibilities of developing clusters in rural tourism. The analysis has taken the Istrian County, as the most developed tourist county in Croatia, as a case study. The authors have used a questionnaire as a research tool. They have find out that those companies already involved in rural tourism in the County, taking into consideration different benefits, are ready to associate in a cluster.
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