Destination Planning & Development Project: Croatia Tourism Analysis

Verified

Added on 2022/07/27

AI Summary

This project presents a comprehensive analysis of Croatia's tourism sector, specifically targeting the millennial market. It begins with an overview of millennial travel trends and the current state of tourism in Croatia, including visitor numbers, revenue, and key markets. The project then conducts a destination audit, evaluating attractions, access, and amenities (the 3 A's) within the framework, identifying strengths and weaknesses relevant to the millennial demographic. Based on this analysis, the project proposes a new tourism product tailored for millennials, detailing its concept, location, target market, and potential benefits. The proposal aligns with Croatia's long-term tourism vision and assesses the government's commitment to sustainable tourism development, providing a well-rounded feasibility study for a new tourism venture.

1
Module: Destination Planning & Development
New Tourism/Leisure product Toolkit
Chosen Destination: CROATIA
1 Understanding the millennial market
Provide an overview of the key traits of the millennial travel market (as this
should inform your proposed new product) (100 words)
Suggested sources of information:
Travelport – Global Digital Traveller 2019 https://marketing.cloud.travelport.com/Global-Digital-
Traveler-Research-2019
Skift Report – how travel advisors love millennials
https://skift.com/2019/12/10/who-loves-travel-advisors-the-most-its-millennials-not-boomers/
Skift report on how Africa is trying to attract millennials – use this as a basis for reviewing your own
chosen destination https://skift.com/2018/02/07/travel-megatrends-2018-africa-needs-to-woo-
millennials-at-home-and-abroad/
According to Ordun(2015), millennial, typically recognized as generation Y, are
demographic cohort believed to be born between 1980 and 1999. During their visiting period,
tourist destination markets in Croatia tend to adjust and adapt various mechanisms to
compete favourably during this period of the year. Some of the changes that can be witnessed
during this period within the market include; improvement in the transportation sector,
renovation on accommodation facilities to bring out unforgettable experiences, advancement
on technology section such as the provision of WIFI hotspots, provision of social media
services on 24/7 basis, modification on the gaming industry sector such as point scoring that
creates competition, expansion on accommodation and hotel facilities to cater for the
increasing demand and introduction of personalized packages and perks to each individual(B
adurina-Đurkin, Perić and Šebrek-Kljaić 2018).

Paraphrase This Document

Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser

2
2 Overview of tourism within your destination.
Provide an overview of the success of tourism to date in your destination –
focus on visitor numbers/flows, tourism revenue, key markets and whether it
is a seasonal destination. (200 words)
Suggested sources of information:
UNWTO (2017-19) Tourism Highlights
Review the weather and holiday packages of the destination – is it a seasonal destination?
The success of tourist attraction in Croatia has been witnessed by positive improvements,
especially in May and June or September and October, when the weather is sunny and
pleasant (Antonaras 2018). During these months, sunbathing and swimming are usually ideal
for tourists, especially in the Adriatic Sea. More so, due to the country’s rich cultural and
historical heritage and scenic beauty, they can register an increasingly better percentage of
tourists entering the nation.
According to IOANNIDIS(2019), the Ministry of Tourism reported, 234,100 tourists,
specifically from China, were able to visit the country and occupied 344,000 bed nights. This
was a significant increase of relatively 46% as compared to the previous year.
2019 was a successful tourist year for the country, having recorded 19.4 million visitors. This
was a record-breaking displaying an increment of 6.5% more as compared to 2017(Gómez-

3
Encinas 2019). On the other hand, overnights stay often recognized as a critical measure for
tourism were also high by 4%.
In the same year (2019), it was the first time over in history for the country to record tourism
revenue of over 10 billion euros. This brings a total count of the tourism sector in Croatia to
about 17% of the nation’s gross domestic product (GDP), being among top European
republics by a portion of tourism in GDP(Veiga et al., 2017).
Also, this year is a year of culture and tourism between Croatia and China; numerous
activities will be carried out to promote the growth and development of the two nations at
large.

4
3 Destination Audit – an analysis of the existing tourism environment
within your destination
Conduct a destination audit of the 3 key A’s within your destination -
Attractions, Access & Amenities (this audit is based on Buhalis’ 6As
framework). Your audit should show the strengths and weaknesses of each
of the 3 A’s with reference to the millennial market. (500 words)
Suggested sources of information:
- World Economic Forum, Travel & Tourism Competitiveness Reports (provides ‘scores’ for
natural and cultural attractions, air transport and ground infrastructure)
- Travel Guide Books on the destination
- TripAdvisor reviews of attractions, accommodation etc
Destination A’s List the key As
within the
destination
STRENGTHS
(Cite references to
justify your claims)
WEAKNESSES
(Cite references to justify
your claims)
ATTRACTIONS
(are the attractions
suitable for the
millennial market?)
Due to the
diverse nature of
tourist attraction
in Croatia, some
include
congress,
diving, cultural,
ecological,
adventure,
fishing,
Source of
government
revenues. In
reference to the
report presented
by the ministry,
tourism accounts
for 17% of the
GDP(Čavlek,
Ladkin and
With the influx of
millennial tourist
into the country, the
nation tends to
experience several
challenges. In that,
there has been poor
disposal of waste
products which in
turns affects the

Paraphrase This Document

Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser

5
historical,
excursion,
religious,
nautical and
health tourism
(Bodogai 2017)
Willis 2017).
Offers
employment
opportunities to
the surrounding
communities.
With the
increasing
number of
millennial
tourists,
individuals
across the
country get the
opportunity of
being engaged
with the sector to
offer services.
ecosystem life
(Aynalem, Birhanu
and Tesefay 2016).
Loss of culture tends
to be witnessed in
several regions due
to the adoption of the
millennial way of
living. This happen
happens to the
growing generation
expected to maintain
and preserve the
nation’s culture for
future purposes.
ACCESS (A)
(access to the
destination - Extent of
direct flights, ferry
ports etc)
Several
attractions sites
are situated in
seas having
direct access by
means of ferry
ports with the
Time consuming
will be
minimized which
may result due to
traffic
congestion.
It is the most
It is an expensive
mode of
transportation as
compared to other
available means of
transportation.
In case of an

6
best example
being Adriatic
coastal regions
that offer
unique and
beauty scenery
(Egberts and
Hundstad
2019). Also,
Dubrovnik
recognized as
tourist attraction
site has direct
access to flights
thus easing
more travel
expenses. The
access to
destination is
therefore much
affordable and
reliable within
this country.
reliable means of
transportation
which require
minimal repair
on runways. I.e.
there is no
maintenance
required on water
and airways
(Bodogai 2017).
It is convenient
means of
transportation as
compared to land
transport since, it
entails
transporting large
number of
individuals in
line with cargo if
need arises to
meet the market
demand of the
increasing
number of
accident, huge loss
of lives tends to be
incurred thus halting
several routine
activities for a
certain period of
time (Dadic 2019).
They can only travel
through air and
water, which
becomes a challenge
in case of changes in
weather conditions
within the country.

7
millennial.
ACCESS (B)
(access around the
destination – quality
of trains, road
networks etc)
The presence of
excellent road
networks
connecting
major towns
and tourist
centres makes it
accessible for
the millennial
tourists. For
instance,
peninsula, a
tourist resort is
evidenced by
quality road
networks
linking several
towns thus
facilitating easy
accessibility
within a very
short time.
Due to the
country’s
geographic
position, there
has been easier
access to Balkan
region, an area
recognized
because of
natural expansion
of Europe
extending to the
East.
It’s a convenient
means of
transport
especially in
connecting
several cities
within the
country.
According to
Letcher (2016), drug
trafficking can
emerge which not be
easier to trace. This
will have a negative
impact on individual
residence and the
community at large.
Time consuming
case may arise due to
traffic congestion
witnessed on
entering and leaving
major cities. In case
of an emergency
several lives may be
loosed due to limited
access way.
Increased
maintenance costs
may be incurred.

Paraphrase This Document

Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser

8
This may result from
prolonged use of
roads for both light
and heavy
commercial leading
to increased pot
holes.
AMENITIES
Accommodation
sector (is the
accommodation
suitable for the
millennial market?)
There are
several
amenities being
offered such as
improvised
accommodation,
hotel, catering
facilities, retail
and tourist
facilities,
recreation, and
adventure and
sports facilities
within and
around all
tourist attraction
sites such as in
Plitvice Lakes,
They are the
basis of tourist
attraction thus
attracting more
of them. In that,
the facilities tend
to offer tourist
unforgettable
experiences
while residing on
the premises.
Gaming facilities
offers
competitive
activities within
the firm thus
creating an
additional source
They are expensive
to keep and
maintain. In case of
failure of any
system, it usually
needs expertise to
maintain which is
quite expensive.
It may encourage
prostitution thus
increasing the risks
of contracting
serious contagious
diseases that are
difficult to treat
(Qian 2017).
It brings about
addition such as

9
Dubrovnik and
much
more(Jurdana et
al., 2018).
of revenue(Qian
2017).
gaming leading to
violent activities in
case of losing the
match to another
competitor.
2 (a) With reference to direct access to the destination, which outbound
millennial market should be targeted? (100 words)
Even though the millennials do not value much the concepts presented in the form of an
outbound marketing strategy, magazine ad campaigns can be appropriate for them. In the
mind of young individuals, this campaign may seem company focused and impersonal, but
it can be helpful due to their availability and access in various dimensions. In that, apart
from maximizing the use of internet sources by individuals, this outbound market target
can be used as an alternative source of information from different regions on the
availability of social amenities offered at fair prices. It’s usually simple to read and
appealing to the eyes of rising young generations for the millennial(Ortiz-Avram et al.,
2018).
2 (b) Are there any strengths in the destination that could be developed
into a ‘new’ product for the millennial market? (100 words)
Yes. The nearness of a particular tourist attraction destination from arrival point. The
young generation is usually impatient and excited by several factors within any vicinity. In
that, the more accessible tourist attraction site tends to gain more of the millennial

10
individuals as compared to the more distant region.
Usually, again, the degree of reluctance within a group of young individuals tends to
determine their destination. In that, some of them may need to spend more time reaching
other targets because of their love for adventure. In this case, the element of time may seem
not to be a challenge to them.
3 What is the long-term vision/plan of the tourism destination? (as your
proposal must align with this)
How committed is the government of your destination to tourism
development and sustainability? (100 words)
Suggested sources of information:
- Sample of a Government’s commitment to sustainability - Portugal
https://www.traveldailynews.com/post/portugals-2027-vision-to-become-one-of-the-
most-sustainable-tourist-destinations-in-the-world
- WEF Travel & Tourism Competitiveness Reports – check out the ‘commitment to tourism’
indicator
- Local newspaper articles
The government by 2026 is dedicated and committed through ensuring long term
competitiveness, prosperity, viability, and sustainable tourist destinations and enterprises are
achieved. This achieves what has been mentioned; it would be vital to define implementation
mechanisms with investment in technology, human resources, adequate funding, and
maintenance of infrastructure (Dwyer, Ateljević and Tomljenović 2017). Besides, the
inclusion of the monitoring framework within each sector of the ministry will support the

Paraphrase This Document

Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser

11
decision-making processes and minimize challenges that might arise and lead to a decline in
the industry.

12
4 Your Proposal for a new tourism/leisure product
Provide an overview of your proposed product in terms of the following:
(500 words overall)
Suggested sources of information:
Skift reports on different types of tourism for the millennial market – Megatrends defining travel
https://skift.com/wp-content/themes/skift/img/megatrends-2019/Skift-Megatrends-
2019.pdf; eg experiential travel https://skift.com/wp-content/uploads/2014/06/skift-peak-
experiential-traveler-report1.pdf; conscious travel https://skift.com/2019/01/15/conscious-
travel-emerging-as-yet-another-hot-luxury-trend/; transformative travel
http://skiftx.com/wp-content/uploads/2018/04/The-Rise-of-Transformative-Travel.pdf;
pop-up tourism https://skift.com/2018/05/15/hotels-experiment-with-pop-ups-to-attract-
new-audiences/
Details of your proposed new product (100 words)
Provide details of your proposed product (use images (if possible) to also showcase your idea.
With the increasing demand for an unforgettable experience by tourists in the tourism
industry, the introduction of experiential travel tends to provide a solution to their needs.
In that, with this means, people will emphasize learning about a specific place, or
county, or city by meaningfully and actively engaging with its people, food, history,
culture, and the surrounding environment(Qiu et al., 2019).
Adoption of this new tourism mechanism within the industry, individuals, will get
connected to social media experiences relying on the use of technology and worldwide
networks of individual and small operators. This is an unforgettable experience that the
young generation often admire and will always seek to meet their needs during leisure
periods.