| Abstract | Krajem dvadesetog stoljeća dolazi do razvoja strategije marketinga, koja se temelji na utvrđivanju načina poslovanja i postavljanu, odnosno ostvarivanju dugoročnih ciljeva. Ubrzani razvoj turističkog tržišta uzrokovan globalizacijom turizma, tehnološkim napretkom i razvojem društva, doveo je do potrebe provođenja analiza na turističkom tržištu i uspostavljanja određenih strategija poslovanja od strane poslovnog subjekta, u ovom slučaju turističke destinacije. Turističko tržište sastoji se od različitih ponuđača proizvoda i usluga, koji mogu biti iz različitih gospodarskih grana, stoga je potrebna suradnja svim sudionika na turističkome tržištu kako bi se postigao određeni marketinški cilj kreiran od strane nositelja marketinških aktivnosti. Dosadašnja turistička ponuda grada Makarske temeljila se na ponudi „sunca i mora.“ Takav pristup je imao utjecaj na povećanje sezonalnosti, te se destinacija razvila na obilježjima masovnog turizma kojeg karakterizira usk a lepeza ponudbenih mogućnosti. Danas, nosioci strateških marketinških aktivnosti nastoje promijeniti tržišnu poziciju Makarske širenjem ponude usmjerene različitim segmentima tržišta. Svrha rada je upravo istražiti potencijalne mogućnosti širenja ponude grada Makarske u druge segmente turističke ponude pored odmarališno-kupališnog turizma, kao i stavove lokalnog stanovništva o iskorištenosti postojećeg turističkog potencijala grada. Rezultati provedene ankete ukazali su na neiskorištenost potencijala Parka prirode Biokovo, kulturnih građevina i plaža potrebu za turističkom ponudom u destinaciji koja se može realizirati i van okvira ljetne sezone. |
| Abstract (english) | By the end of the twentieth century, development of marketing strategy, based on determining business methods and setting and achieving long-term goals has started. The accelerated development of the tourism market, driven by globalization of tourism, technological advancements, and societal progress, led to the need for conducting analyses in the tourism market and establishing specific business strategies by business entities, in this case, destinations. Rapid development of the tourism market, driven by globalization, technological advancements, and societal progress, has led to the need for conducting analyses in the tourism market and establishing specific business strategies by business entities, in this case, destinations. The tourism market consists of different suppliers of products and services, which can be from different industries, so it is necessary to cooperate with all participants in the tourist market in order to achieve a certain marketing goal created by the holders of marketing activities. The tourist offer in Makarska was based on the offer of "sun and sea." Such an approach has had an impact on increasing seasonality and the destination has developed on the characteristics of mass tourism characterized by a narrow range of offer opportunities. Today, the holders of strategic marketing activities are trying to change the market position of Makarska by expanding the offer aimed at different market segments. The purpose of this paper work is to explore the potential possibilities of expanding the offer of the city Makarska to other segments of the tourist offer in addition to resort and bathing tourism, as well as the opinions of the local population on the use of the existing tourist potential of the city. The results of the survey pointed to the unused potential of the Biokovo Nature Park, cultural buildings and beaches, and that there is a need for an offer in the destination that can be realized outside of the summer season. |
