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In the last decades the lighthouses are becoming tourist attractions and the interest for them from historic, archeological, cultural, tourist and many other points of view is continuously increasing. There are some spectacular examples of the lighthouses all around the world which became destinations icons. At the moment there are more than 45 lighthouses in Montenegro which is significantly larger number than the one presented in available official sources. It′s important to mention that official data about lighthouses in Montenegro are mostly unavailable, so most of the data for this research are collected from very scarce archive materials, old journals and archive papers as well as from discussion with historians, art historians, curators etc. Also, the lighthouses are not listed in the register of cultural and historical monuments, so it′s obvious that their fate in the era of modernization is quite uncertain. Being aware the fact that the lighthouses in Montenegro are not adequately preserved, protected, valorized and promoted our idea was to create a strategy of their revitalization, protection and valorization and carry out a set of activities in order to reach the main goals and make them destinations icons. For that purpose, we put an accent on several lighthouses that have the most potential from cultural, architectural, historic, tourist and many other points of view and created completely new marketing-management approach which is based on promotion of lighthouses and their historical, cultural and architectural values through different forms of contemporary art.

U savremenom svijetu gradovi posvećuju veliku pažnju vlastitom brendiranju, shvatajući to kao zahtjev svjetskog tržišta i globalnih potrošača. Brendiranje gradova je savremeni koncept koji predstavlja model upravljanja gradom, zasnovan na pretpostavci da se grad može posmatrati kao „kompanija“ na tržištu, sve u cilju povećanja broja turista i ekonomskih efekata. Brend nekog grada omogućava njegovo opisivanje, interpretaciju i povezivanje sa određenim obilježjima, karakteristikama, vrijednostima i emocijama, zbog čega ovaj koncept treba shvatiti kao kontinuirani proces, koji je povezan sa svim ostalim marketing naporima. Kreiranje sveobuhvatne strategije brenda je osnova za unapređivanje imidža i plansko ostvarivanje vizije budućnosti grada. Jedan od najatraktivnijih gradova u Crnoj Gori je Kotor u Boki, a najveći promoter identiteta brenda je njegova jedinstvena prirodna ljepota i “word of mouth”, odnosno iskustva koje se prenose. Rad ima za cilj da analizira mogućnosti i ograničenja Kotora, sa ciljem izgradnje snažnijeg turističkog brenda. Autori polaze od hipoteze da brendiranje Kotora predstavlja simbiozu većeg broja faktora, čija je adekvatna valorizacija u pozitivnoj korelaciji sa unapređenjem turističkog imidža i turističkim rezultatima koji se na toj osnovi mogu generisati. U radu su korišćene kvalitativne ekonomske istraživačke metode, sa osnovnim ciljem da se izvrši identifikacija ključnih determinanti relevantnih za brendiranje Kotora, uzimajući u obzir i benchmarking primjere dobre prakse. Zaključak do kojeg autori dolaze je da brendiranje i pozicioniranje Kotora treba da budu usmjereni na njegovu ekskluzivnost i jedinstvenost, kao “dragulja Jadrana” sa jedinstvenom prirodnom ljepotom i bogatom kulturno-istorijskom ponudom.

Knjiga Istraživanje tržišta u sportu obrađuje metodologiju i alate istraživanja tržišta prilagođene potrebama sportske industrije i upravljanju sportskim subjektima. Detaljno su obrađene najvažnije metode za tu svrhu, predstavljeni su praktični alati u provedbi istraživanja okruženja u kome sportski subjekt djeluje. Knjiga je oblikovana kroz 12 poglavlja. U uvodnom dijelu se argumentiraju razlozi implementacije aktivnosti i alata istraživanja tržišta za sportske subjekte. Drugo poglavlje predstavlja najjednostavnije oblike provedbe istraživanja tržišta kakve samostalno mogu provoditi sportski djelatnici koji imaju vrlo skromna marketinška znanja. Treće poglavlje predstavlja mogućnosti i načine korištenja business intelligence alata u istraživanju tržišta u sporu. Ovo poglavlje je namijenjeno sportskim djelatnicima koji raspolažu primjerenim marketinškim znanjima. U četvrtom poglavlju se predstavljaju izvori i načini korištenja sekundarnih podataka za donošenje odluka u upravljanju sportskim subjektima. Peto poglavlje obrađuje provedbu izviđajnih istraživanja u praksi sportskih subjekata. Ova jednostavna istraživanja zbog niskih troškova i brzine provedbe može samostalno provoditi svaki sportski subjekt sukladno predstavljenim smjernicama. Šesto poglavlje obrađuje metodu deskriptivnih istraživanja prilagođenu sportskim subjektima i sportskoj industriji. Sedmo poglavlje detaljno obrađuje primarne podatke i načine njihovog prikupljanja i obrade u sportskoj industriji. Predstavljene su temeljne metode prikupljanja primarnih podataka, kao i načini oblikovanja temeljnih instrumenata za provedbu istraživanja. U osmom poglavlju se predstavljaju metode uzorkovanja i praktični primjeri oblikovanja istraživačkih uzoraka za sportske subjekte i sportsku industriju. Deveto poglavlje obrađuje kvalitativne metode istraživanja tržišta koje su primjerene sportskim subjektima i sportskoj industriji. U desetom poglavlju se predstavljaju konkretne smjernice za provedbu terenskih istraživanja za potrebe sportske industrije. Jedanaesto poglavlje upućuje kako se provodi analiza prikupljenih podataka i oblikuje izvješće istraživanja. Dvanaesto poglavlje argumentira opravdanost i koristi od uvođenja ovih aktivnosti u upravljanje sportskim subjektima u širem smislu. Na kraju knjige je dat popis korištene literature i popis slika. Knjiga obrađuje znanstvenu problematiku istraživanja tržišta u sportu i sportskoj industriji, ali predstavlja i relevantnu literaturu za visokoškolske institucije (marketinški kolegiji).

Povijesne činjenice vezane uz Luciusa Arotriusa Castusa koji je rođen na prostoru današnje Podstrane kod Split, gdje je živio na svom imanju do smrti nakon aktivne vojne službe u rimskim legijama predstavljaju iskoristiv marketinški materijal za promociju Podstrane i razvoj specijalizirane turističke ponude te destinacije.

Knjiga Brendiranje za poduzetnike praktičnim primjerima i konkretnim sugestijama educira poduzetnike kako da učinkovito kreiraju marku. Iskoristiva je i za potrebe cjeloživotnog obrazovanja odraslih, jer je pisana popularnim stilom. Zadovoljava i kriterije nastavne literature na sveučilištima i visokim poslovnim školama. U knjizi su predstavljeni temeljni marketinški alati i postupci koji se prakticiraju u brendiranju u poslovnoj praksi. Uz primjere iz poslovne prakse, od kojih je većina vezana uz konkretna iskustva autora, u knjizi su predstavljene metode i postupci slijedom kojih se poduzetnici mogu samostalno okušati u kreiranju marke. Knjiga je oblikovana kroz 8 poglavlja, uvod i zaključak. Zanimljivo je deset obrađenih poslovnih slučajeva iz kojih primjera svaki poduzetnik može ponešto iskoristiti.

A common brand management of cross-border tourist destination provides the ability to efficiently consolidate competitive advantages to multiple destination. A brand management for such areas in the function of unifying the overall tourism through a recognizable tourist brand. The creation of a join tourist brand of border areas helps to create competitiveness and a higher differentiation of the comprehensive tourist product in the global tourist market. The vision, based on the long-term aims of managing a recognizable tourist brand, helps the overall economic development of the area. To jointly manage the brand cross-border tourist destinations effectively it is necessary to achieve a synergy of tourism destinations. One possible approach is to design a specific model which brings together all the available resources of the area. This introduces a cluster concept which is a useful platform in creating an efficient marketing strategy. Such an approach encourages faster and more efficient social-economic integration. The presented research is based on the author`s model developed for an efficient evaluation of the tourist resources on the Croatian-Slovenian border. Research was done through the future perspective of the development of the border area of the Karlovac County (CRO) and Southeast Slovenia (SLO) with the aim of creating a recognizable cross-border tourist product. Economic contribution is efficient tourism branding of different cultural border areas. The aim of the paper is to point out the possibility of brand management for cross-border tourist destinations on the basis of common and partial elements of recognition of the area.

Tourism demand is influenced by a number of elements, commonly divided into the pull and push factors. After the discussion on tourism demand determinants, a literature review of previous studies focusing on variables and indicators used as well as results obtained is provided. Drawing on suggestions of other researchers, a model of pull factors of tourism demand divided into three categories: economic, social and tourism competitiveness factors, is proposed. Due to their high but unexploited tourism potential, Latin American and Caribbean countries (LAC) are chosen for empirical analysis. The sample includes 31 countries representative of the population. The variables included in the model are highly determined by the availability of data collected from the World Bank, UNODC, UNESCO and UNWTO for the period 1995-2012. Panel data approach using dynamic panel models and Blundell-Bond estimator is used for the analysis. It confirmed that tourism is affected by all the observed factors proving the model valid and providing basis for policy implications. Although the research topic itself is not novel in tourism research, the paper provides several novel elements: the inclusion of social and tourism supply determinants as opposed to common focus solely on economic ones ; the sample of countries analyzed ; the time frame of the analysis and the usage of Blundell-Bond estimator not commonly used in this kind of research.

Predmetno djelo obrađuje materiju poslovne logistike kroz poglavlja pojmovnog određenja logistike u suvremenom poslovanju, logistiku nabave, logistiku prodaje i njen utjecaj na kreiranje i upravljanje prodajnim politikama, kreiranje opskrbnog lanca, i logistiku u međunarodnom poslovanju. Autori su se vodili ciljem da ponude monografiju korisnu studentima diplomskih studija, te široj znanstvenoj i stručnoj javnosti preispitujući dominantna teorijska promišljanja u kontekstu suvremene poslovne prakse. Predmet istraživanja – utjecaj logistike na poslovanje suvremenih poduzeća – sustavno se razrađuje kroz pojedina poglavlja na način da se postupno i logično izvode dileme i relevantne za upravljanje logističkim aktivnostima. Djelo predstavlja i pregled postojećih znanstvenih i stručnih spoznaja iz područja logistike inoviranom strukturom i načinom analize i predstavljanja pojedinih aktivnosti. Integracijom do sada separatno razmatranih područja, te uključivanjem aplikativnih poglavlja u teorijska razmatranja, monografija je prihvatljiva i zanimljiva za sve koji se žele brzo i učinkovito upoznati s znanstvenim područjima suvremene logistike. Po mišljenju recenzenata zbog suvremenog, inovativnog i znanstveno utemeljenog pristupa razmatranoj problematici, djelo se može preporučiti za korištenje od strane studenata, istraživača, ali i šire znanstvene te stručne javnosti zainteresirane za problematiku specijaliziranih tema iz područja logistike. Monografija je namijenjena i poduzetnicima i menadžerima poduzeća., kao i dijelovima marketinških kolegija. Slijedom te sugestije pokrenuta je procedura da se djelo proglasi sveučilišnim udžbenikom. Znanstveni doprinos djela se ogleda u: a) prezentaciji svih sastavnica i aktivnosti logističke funkcije u poslovanju suvremenog poduzeća, b) predstavljanju suvremenih business intelligence i alata upravljanja opskrbnim lancem koji se danas prakticiraju u suvremenom poslovanju, c) prijedlozima inoviranih prodajnih politika i politika odnosa s kupcima, i d) izvođenju prilagođenih metrika marketinga za logističku podršku poslovanju poduzeća. Ranijim opusom znanstvene literature iz ovoga područja nisu bili obuhvaćani suvremeni alati business intelligence i upravljanja opskrbnim lancem koji se danas prakticiraju u suvremenom poslovanju i koji su predstavljeni u ovoj monografiji. Na temelju provedenih istraživanja autori predstavljaju nove i inovirane prodajne politike, konkurentne taktike u odnosima s kupcima, te izvode odabrane metrike marketinga praktične za logističku podršku poslovanju. U području upravljanja opskrbnim lancem analiziraju se dominantna teorijska razmišljanja, te se predlažu smjernice za unapređenje tih aktivnosti. Znanstveni doprinos djela se po mišljenju recenzenata očituje i u kritičkim osvrtima na pojedine teorijske stavove koji se razmatraju u kontekstu suvremenih, izmijenjenih, tržišnih uvjeta. Analitički pristup autora omogućava temeljito upoznavanje čitatelja sa svakom temom iz sadržaja, a uporaba relevantne literature monografiju čini aktualnom i zanimljivom. Sustavan pristup i način izlaganja, logično poredane teme, temeljita obrada uz obilje primjera čine djelo vrijednim znanstvenim materijalom te se ono, po mišljenju recenzenata, može smatrati izvornim doprinosom znanosti. Po ocjeni recenzenata djelo ispunjava uvjete da se proglasi i udžbeničkom literaturom Sveučilišta u Splitu. Znanstveni doprinos autora pristupnika se ogleda u teorijskom i aplikativnom dijelu. Doprinos u teorijskom dijelu se ogleda u znanstvenoj raspravi koju razvija na platformi provedenih istraživanja o efektivnosti postojećih teorijskih koncepata u područjima logistike nabave i prodaje. Na temelju utvrđenih spoznaja pristupnik predstavlja smjernice za unapređenje predstavljenih teorijskih koncepata u upravljanju logističkim aktivnostima, posebice u cilju optimizacije nabave, upravljanja zalihama, te načina prilagodbe odabranih metrika marketinga pojedinim logističkim aktivnostima, što predstavlja doprinos u aplikativnom dijelu.

Purpose – The paper aims to estimate the impact of international tourism growth on economic growth in Latin American and Caribbean countries (LAC) from 2000 until 2014. These countries are illustrative ones for developing countries since they are emerging economies that have experienced an important economic development and international tourism growth over past decade. Methodology – The empirical analysis is based on panel data. The dynamic panel data model has been estimated using Blundell-Bond estimator. The dependent variable is economic growth per capita. Together with tourism growth per capita as independent variable other economic variables that represent traditional factors of economic growth were included in the model. Findings – The results provide evidence that tourism growth is valuable (positive) factor of economic growth in LAC. International tourism is recognized as equal determinant of economic growth as other traditional economic determinants of economic growth. To clarify, the results reveal that variables such as gross investment, government consumption, trade openness, human capital and political stability have significant and mainly positive effects on economic growth in LAC. The results also suggest that governments of LAC countries should focus on economic policies to promote tourism as a potential source of economic growth. Contribution – The results contribute to the existing, well-documented, economic literature which supports the positive effects of international tourism on economic growth. In addition, results reveal that for developing countries, such as LAC, it is important not to disregard other determinants of economic growth besides tourism

As opposed to the large tourist areas in the Mediterranean, eastern Adriatic littoral is characterized by the spatial boundedness on one hand and the diversity of valorised and potential tourist resources on the other. The focus of the tourist resort management strategies in these areas is, generally, bathing tourism. Maximal exploitation of such orientation is being pursued by the augmentation of the accommodation and supplementary facilities which has multi- dimensional negative repercussions to the natural surroundings, flora and fauna as well as cultural heritage. The diversity of the potential tourist resources and their current inadequate use represent a stimulus for the re- evaluation of the key variables of the strategic tourist resort management model which reflects the research problem. The diversity of the potential tourist resources in the tourist resort´s surroundings is a pre-condition for the development of the various specialized tourist products which can be practically implemented in the integrated tourist offer. In comparison with the larger tourist zones in the Mediterranean, spatial boundedness of the Eastern Adriatic littoral imposes the need to adapt the mass tourism oriented tourist resort strategic management model. Accordingly, subject of the research focuses on the findings of the primary research undertaken by the authors within the two year period (2013/2014). Based on those findings, a new, sustainable tourist resort strategic management model will be proposed.

Communication tools and approaches in managing tourism promotion are constantly changing. This issue can be noticed even more nowadays, when competition in the global tourism market is exponentially growing. Common practice in the tourism sector is the promotion of tourism offer to send to the target audience a specific image in correlation with the values of an organisation. Customising the promotional mix to fit global tourism standards ensures efficient positioning, but on other hand includes higher investment in communication tools and more demanding promotional activities. The management of integral parts of the promotional mix is defined with undifferentiated supply and general image of destination as well as completely opposite terms of differentiated offer and general image of destination. Most tourism related organisations adjust their promotional mix according to the values and image they want to present to their target audience. At same time there are not omany tourism organisations that adjust their promotional mix to different emissive markets. The main research question of this paper is “Does the strategic commitment of a receptive destination offer, in terms of managing the marketing mix, represent strength or weakness?” The paper will present the results of research of opinion of tourists from Swedish emissive market in order to define recommended outlines for the successful promotion of tourism services on selected emissive markets. Given the fact the authors of this paper conducted two parallel primary studies on attitudes among different samples (the first were Swedish tourists who had not yet visited Croatia) of same emissive market, linking of these two aspects has been a research challenge to the expected contribution in the sphere of realising advisable guidelines for proactive management of tourism promotion focused on one emissive market.

Distinguishing destination brand is one of the prerequisites of differentiated positioning in the global tourism market. The processes of creating a tourist brand are common in coastal (bathing tourism), and in winter tourist destinations. The Mediterranean countries primarily develop tourism in the coastal zone. The coastal area is spatially limited by the sea-line and the hinterland which is often characterized by untapped tourism. The diversity of potential tourist resources in hinterland, if connected with the coast, represents the perspective in shaping the competitive integrated tourism product. In this sense, it is advisable to brand hinterland destinations with promising tourism potential. Tourist destination brand is a marketing tool, and only indirectly a design challenge. Brand needs to effectively associate the resources and the offer of destinations. Marketing analysis should determine the resources and destination icons that will ensure a clear differentiation in the perception of tourists. Creating a tourist destination brand connotes a systematic process that is preferably carried out under a given model. The model defines the brand variables that suggest the recommended categories of tourism resources and products that should be noted. Is the experiential model practiced in coastal destinations recommended for branding hinterland destinations? This dilemma was the basis of the research hypothesis. The authors conducted a survey on a sample of 200 visitors of Dalmatian hinterland. The findings have been used to test the empirical model of coastal destinations brand creation. Accordingly, this paper presents an improved model for creation of the hinterland tourist destinations brand.

Neuromarketing se kao novo područje marketinga razvija tijekom posljednjih desetak godina. Metode neuromarketinga danas prakticiraju tek rijetke globalne kompanije pri donošenju strateških odluka o upravljanju asortimanom opipljivih proizvoda. U turizmu je neuromarketing još uvijek rijetko eksperimentalno područje, što je bio poticaj za istraživanje. Obzirom na karakteristike turizma kao društvene pojave, pretpostavka je da neuromarketinška istraživanja tu mogu imati značajan potencijal u cilju optimizacije destinacijske ponude željenoj percepciji potencijalnih gostiju. Danas je odabir turističke destinacije i receptivnog subjekta posljedica kompleksnih analiza u svijesti i podsvijesti turista. Rast konkurencije turističkih destinacija potiče na inovativne pristupe u aktivnostima upravljanja markom. U tom kontekstu je definiran problem istraživanja - istražiti i argumentirati mogućnosti primjene neuromarketinga za efikasno pozicioniranje marke turističke destinacije. Cilj neuromarketinškog istraživanja u turizmu je prepoznati elemente na kojima je moguće graditi relevantnu diferencijaciju marke turističke destinacije. Primjena neuromarketinga u ovoj sferi pretpostavlja drugačiji konceptualni pristup od klasičnog pristupa istraživanja tržišta u turizmu. Predmet istraživanja je vezan uz evaluaciju mogućnosti primjene alata neuromarketinga u sferi upravljanja markom turističke destinacije. Sukladno dostupnim nalazima rijetkih neuromarketinških istraživanja za potrebe komercijalizacije i upravljanja opipljivim proizvodima, pretpostavka je da alati neuromarketinga mogu osigurati vrijedne spoznaje u razumijevanju percepcije turističke marke. Pri tome je potrebno ocijeniti razinu njihove primjerenosti i primjenjivosti pojedinim potencijalnim problemima istraživanja. Ovo istraživanje je fokusirano isključivo na problematiku primjene u sferi upravljanja markom turističke destinacije.

U radu se obrađuje problematika i trendovi cruising turizma u kontekstu temeljnih odrednica ovog specijaliziranog vida turizma, te ukazuje na pozitivne i negativne aspekte i reperkusije nekontroliranog rasta broja cruisera u akvatoriju Mediterana. Republika Hrvatska posjeduje nesumnjive komparativne prednosti potrebne za privlačenje cruising kompanija, što je danas evidentan proces. Fenomen rasta cruising turizma u akvatoriju istočnoga Jadrana još uvijek je predmetom tek rijetkih istraživanja. Mala i zatvorena mora su ograničenih receptivnih kapaciteta za cruising turizam, na što se posebno ukazuje u ovome radu. Cruising turizam treba iskoristiti, ali zbog rizika njegovog nekontroliranog rasta potrebno je postaviti standarde i kriterije kojima će se osigurati odgovorni i održivi rast ovog dijela nacionalne turističke ponude. Za potrebe dovršenja rada provedeno je i primarno istraživanje lokalnog stanovništva o ovom obliku turističke ponude, čiji su rezultati predstavljeni u radu.

In this paper, we joined gained knowledge about organizational culture and product management with empirical findings. We gathered quantitative data with the use of questionnaires on the sample of twenty organizations. Based on the results of the questionnaire analysis, which were prepared to measure organizational culture based on the Cameron and Quinn typology – CVF (The Competing Values Framework) we tried to establish the link between organizational culture in organizations and the functioning of product management teams. We aimed to establish, which type of organizational culture is most appropriate for successful functioning of product management teams. We set two research questions for our research problem which result findings that organizational culture have influence on the functioning of product management teams, and that the findings which type of organizational culture is most relevant for successful teams.

Podvodni ribolov, premda se prakticira kao sport, više je vještina. Tijekom prethodnih desetljeća su se razvile različite tehnike i taktike podvodnog lova koje su više ili manje prilagođene pojedinim vrstama lovine. Na temelju iskustava mnogih vrhunskih natjecatelja i drugih praktikanata podvodnog lova na Jadranu u knjizi su detaljno predstavljene sve tehnike i taktike podvodnog lova koje se danas prakticiraju na Jadranu

Gerilski marketing predstavlja novi koncept primjene marketinga u poslovanju. Temelji se na inovativnim marketinškim alatima, taktikama i strategijama oblikovanima za potrebe poticanja brže reakcije ciljane publike. Alate gerilskog marketinga je potrebno prilagoditi područjima primjene u praksi da bi bili efikasni. U ovome radu se analiziraju mogućnosti primjene gerilskog marketinga u internet poslovanju. Internet poslovanje iskazuje kontinuirani trend rasta. Marketinško upravljanje internetskim poslovanjem predmet je sve većeg broja istraživanja. Primjena gerilskog marketinga u internet poslovanju podrazumijeva prilagođavanje raspoloživih alata, taktika i strategija sukladno definiranom marketinškom scenariju i ciljanim segmentima. U tom kontekstu u radu su predstavljeni najvažniji aspekti gerilskog marketinga i smjernice za njihovu primjenu u Internet poslovanju i za potrebe pomorske industrije.

Istraživanje tržišta u turizmu obuhvaća niz standardiziranih metoda i postupaka temeljenih na znanstvenim standardima kojima je cilj prikupljanje, sortiranje, analiza i tumačenje prikupljenih podataka u cilju ekstrakcije relevantnih informacija na temelju kojih se može donositi poslovne odluke na operativnoj, taktičkoj i strateškoj raziniu turističkom poslovanju.

The recession, coupled with the crisis events, does not have to result in a significant diminishment of the company’s market share. One of the possibilities for maintaining the market share is to adjust the marketing strategy. The guidelines for adapting marketing strategies are based on the predictable behaviour patterns of target customers. The current market practice inside the Republic of Croatia provides a basis for examining the relevant expert sample, thus elaborating the proposed model of forming an efficient niche marketing strategies during recession. The starting hypothesis is as follows: The marketing strategy of a market niche, adjusted to the predictable behaviour patterns of the customers, enables the preservation of the market share during recession. Hypothesis will be tested by the comparative analysis of the frequently used marketing niche strategies and their repercussions on the underlying market share. Marketing strategies modified for the use in niche markets also require a variation of the marketing mix. The adjustment is achieved by alterations done to the assortment, price, promotional and the logistical mix. This research aims at providing the proposition of a model for the formation of a niche marketing strategy that preserves the market share during recession.

Creating a distinctive destination brand in order to maintain a uniform positioning of a place, region or country among the world travelers is a complex and challenging task. As the competition is becoming more intense, an increasing number of destinations or places struggle to make them visible in the global tourism market. Lack of understanding of the power of brand could be one the reasons for failure. In tourism, consumers often don’t buy individual products but images associated with products. Therefore, understanding how a tourist destination can identify its unique selling propositions and positioning for marketing itself to global customers (tourists), is the key question. The ultimate aim of this paper is to demonstrate an innovative approach to destination branding by exploiting the consumer power and their curiosity. The study is based on a marketing project conducted in Riviera Gradac, an attractive region situated on the southern coastline of Dalmatia in Croatia. It is a typical Mediterranean seaside destination that has traditionally attracted sun-sand-sea holidaymakers during the summer period. Faced with seasonality problems and increased economic stagnation, the local government decided to take measures to overcome these challenges and further leverage its destination brand. To reposition this appealing Riviera as a year-round tourist destination it requires much more to offer than warm climate and clean beaches. This time the projected brand has been constructed around a perception built on the key destination strengths including nature, culture, history and food. The theme of the new approach was to invite people to visit Riviera Gradac and enjoy the diverse range of experiences available there. The campaign appears to be a new, original, way of the destination branding.

Branding strategy is very complex on the field of specialized tourist products. Each specialized tourist brand need to be more differentiated on the global market. Applying of the branding concepts to the touristic business could be different from product to product. But few of them treat in a wider sense branding strategy toward the brand management. Choosing a right branding strategy for the brand management is paramount for achieving a substantial growth that ensures a steady future development of the national income of tourism. Some specialized tourist products are nearby crowded tourist route, some others are far from there. The branding strategies for each of them need to be different. Specialized tourist product is a promise for a kind of the magical vacation, sometimes on very attractive destination. Branding strategy needs to interact with the brand identity of such destination. It is suggested the evaluation of the brand from the standpoint of the marketing strategy. Right branding strategy of the specialized tourist product is the only way for the commercialization on the global market. The main premise of such brand is creating added value for the specialized tourist product. For that reason the right branding strategy has become the biggest intangible asset of the tourist brand. If tourist has not enough time to search for exact tourist product, he judges it by its brand. It is very difficult for a brand to convince tourist what to think about. The paper deals with issues that define how branding strategy can protect and preserve the integrity of the specialized tourist brand through the effective evaluation of the brand implied by the chosen branding strategy. The success of the tourist brand depends on the application of the branding strategy. The main hypothesis is that efficient branding strategy for the specialized tourist product need to be primarily influenced by the perception of potential demand.

Globalna financijska kriza potencirala je i pojačala napore za restrukturiranjem kompanija diljem svijeta. Restrukturiranje kao proces usmjeren ka poticanju značajnih promjena specifičnih struktura kompanija najčešće se vezuje uz periode u kojima se manifestiraju loše performanse poduzeća. Cilj restrukturiranja je smanjiti utjecaj (poželjno i izbjeći) ograničenja s kojima se kompanija suočava, a sve kako bi se promijenio negativan utjecaj eksterne i interne okoline na njene poslovne performanse. Aluminij d.d. Mostar nalazi se na prekretnici, točci, poziciji s koje nema povratka nazad. Ali smjer prema naprijed, pred Aluminij d.d. postavlja ograničen broj mogućnosti s iznimno neizvjesnim ishodom – preokret u poslovanju koji generira moguću održivost i razvija potencijale strateškog razvoja i, kao puno bolniju opciju, neuspjeh s brojnim i teškim implikacijama, kako po kolektiv tako i po državnu i prekograničnu zajednicu. Izazovi svjetske aluminijske industrije s implikacijom na burzovnu cijenu metala, s jedne, te procesi koji onemogućavaju prilagodbu i kontinuitet operacija Aluminij d.d. u lokalnom, federalnom i državnom okruženju s druge strane, zahtijevaju promptno djelovanje. Aluminij d.d., kao respektabilna BiH kompanija i igrač prepoznat na svjetskom tržištu aluminija po iznimnoj kvaliteti svojih proizvoda, suočen je s potrebom žurnog uvođenja niza promjena u obuhvatu, obujmu i strukturi poslovanja (s implikacijama na sredstva kompanije, troškove i organizacijsku strukturu) i potrebom za financijskim akcijama koje bi doprinijele dodatnom smanjenu troškova, restrukturiranju dugova i, naročito, promjeni strukture ročnosti izvora kojima se financira poslovanje. Navedenom treba dodati i potrebu konačnog vlasničkog utvrđivanja strukture kapitala (upis u Registar vrijednosnih papira i kotacija na burzi) s implikacijama na međudržavne odnose (Republike BiH i Republike Hrvatske) i moguće daljnje promjene strukture kapitala. Bez prethodno navedena četiri oblika restrukturiranja Aluminij d.d. teško je očekivati nastavak poslovanja i održivost proizvodnje aluminija u Mostaru. Studija Mogućnosti restrukturiranja Aluminij d.d.rigoroznom analizom postojećeg stanja i očekivanih trendova razvoja, kako globalnih tako i zajednice u kojoj Aluminij d.d. djeluje, istražuje mogućnosti dolaska do poslovnog modela koji bi poslovnom sustavu kompanije mogao pružiti održivost i strateški razvoj. Da li će se to i dogoditi? pitanje je na koje nema jednoznačnog odgovora. Razlozi su mnogostruki, i nalaze se u utjecaju eksternog, međunarodnog i naročito državnog i federalnog, okruženja Aluminij d.d. Ovo tim prije jer se restrukturiranje Aluminij d.d. odvija se u uvjetima srednjoročnog djelovanja škara cijena na njegovu štetu (niska cijena aluminija, visoka cijena električne energije, dugoročno fiksiran tečaj KM itd.), porasta cijena inputa proizvodnje i pada cijena outputa u doba globalne krize, u kojoj je Aluminij d.d. ograničen nepostojanjem razvojne, industrijske i energetske politike BiH. Istraživanje je obuhvatilo najznačajnije segmente procesa restrukturiranja Aluminij d.d. i rezultiralo je ocjenom mogućnosti i prijedlogom pravaca restrukturiranja – kako financijskog restrukturiranja (značajnih promjena u strukturi kapitala, izvorima i ročnosti kredita, poželjno osiguranja dodatnog, svježeg kapitala), organizacijskog restrukturiranja (promjene u organizacijskoj strukturi kompanije s promjenom hijerarhijskih razina, širenjem raspona kontrole i unapređenjem sustava upravljanja), operativnog (smanjenje troškova, bolje ekonomiziranje zalihama, izbjegavanje nepotrebnih investicija) tako i nužnog vlasničkog restrukturiranja. Metodologija korištena za potrebe ove Studije je obuhvatila eksplorativno istraživanje, analizu trendova, PEST analizu, Stakeholder analizu, Recoil analizu, Benchmarking, SWOT analizu te scenario analizu, kao i dubinske intervjue s relevantnim predstavnicima Aluminij d.d. i relevantnim predstavnicima važnijih kupaca njihovih proizvoda na prostoru Federacije Bosne i Hercegovine, te na prostoru Republike Hrvatske. Ovakav širok pristup omogućio je valorizaciju resursa kojima Aluminij d.d. i BiH raspolažu, kao i ocjenu razvojnih potencijala identificiranjem ključnih, strateških, pravaca na kojima bi trebalo usmjeriti buduće djelovanje. Zahvaljujući participaciji brojnih suradnika u procesu nastanka ove studije, njih ukupno 17 iz Splita, Mostara i Zagreba, može se konstatirati da je postignut iznimno visok stupanj konsenzusa o temeljnim problemima i izazovima pred kojima se nalazi Aluminij d.d., kao i o mjerama i aktivnostima restrukturiranja koje bi trebale omogućiti radikalan zaokret – kako za Aluminij d.d. tako i za cijeli aluminijski lanac, od boksita preko glinice i aluminija do finalnih aluminijskih proizvoda.

Riba je promijenila ponašanje pri susretu s podvodnim ribolovcem. Autori su temeljem vlastitih iskustava i iskustava najboljih hrvatskih odvodnih ribolovaca oblikovali praktičan priručnik u kome su predstavljene temeljne taktike i tehnike ribolova za različite vrste riba u Jadranu.

The companies that apply the concept of business intelligence in their business in some of the following ways were included in this study: at the level of the entire system or specific strategic business units of companies (e.g. marketing department, research development, finance and accounting, manufacturing, commercial, procurement etc.), apply business intelligence only in certain business processes or projects, used in business from the technology and platform for data warehouse, data mining, OLAP tools, using advanced analytical techniques of simulation and visualization applications. Variables examined were categorized into four groups: business intelligence, supply chain management, information visibility and integration. Factor analysis was used to facilitate the connection of these groups of variables, i.e. reduction of number of variables. Then, we tested the correlation between the newly formed variables. There was a significant statistical correlation between business intelligence, supply chain management, information visibility and integration among the partners in the production chain. ANOVA was conducted to compare differences in the mean values of variables in relation to the activity, size and legal form. This paper will analyze the relationship between business intelligence and supply chain management.

U drugom dijelu autori predstavljaju posebne tehnike i taktike podvodnog ribolova prilagođene posebnim područjima i posebnim staništima riba u Jadranu.

The problem of the research is to evaluate the impact properties of cruising routes to its differentiation. Perceived characteristics of routes by the target clients are defining valuation of the service, and the resolving dilemma for prices. The subject is the evaluating determinants of the cruising route’s characteristics (functional, social, and emotional). Cruising product is no longer selected primarily for the cruising service, but for the content of cruising route. The approach called “the land sea cruising in product development” is increasingly becoming an area of interest. The authors want to determine the affirmative characteristics that contribute the perception of cruising route. The main objectives of research were: determining the direction of the effects of the individual cruising route characteristics on service value’s perception, and providing an evaluation model of the route’s characteristics, explaining the cruising product value’s perception, and indicating significance variables of attraction. The following questions are offered to answer: What factors of cruising tourism are determining the value’s perception for a guest in the selection of cruising route ; What are the determinants of cruising routes that prospective customers consider when assessing its value ; How does each of the identified determinants affect the overall perceived value of the cruise route ; How the overall perceived value of the cruise route affects customer behavior intentions. Based on the research work, authors have offered a new evaluation model of the cruising route differentiation, which represents a contribution to the research.

Osim sagledavanja postojećih globalnih trendova nautičkog turizma, za primjereno usmjeravanje budućeg razvoja nautičke turističke ponude, ključna su i znanstvena istraživanja koja su u stanju ponuditi znanstveno dokazive argumente relevantne za struku kako bi se ostvarili postojeći pontecijali i očuvala ekskluzivnost nautičke turističke ponude RH. Aktualna istraživanja ukazuju na nedostatak mogućnosti prihvata i zbrinjavanja otpadnih sanitarnih voda s plovila u mnogim marinama i sportskim lučicama. Nedostaje i mobilne opreme s kojom bi se taj problem mogao rješavati. Drugi problemi onečišćenja nastaju kod servisiranja brodskih motora, jer ono što se odbacuje često završava u moru. Samo se u hrvatskom dijelu Jadrana godišnje izmjeni preko 180 tona raznih maziva i ulja za motore što predstavlja veliku opasnost za okoliš ukoliko se izmjena ne vrši sukladno strogim ekološkim standardima. Evidentan je i problem odlaganja komunalnog otpada na obali za male brodare. Problem prometne povezanosti Hrvatske sa odabranim nautičkim emitivnim tržištima skromno je obrađen postojećim istraživanjima. Brodski kapaciteti dovoljni su za dobru organizaciju rasporeda plovidbe brodova, međutim evidentni su problemi u povezivanju otoka i obale, što generira probleme u logistici opskrbe svega onoga što nautička potrošnja pretpostavlja. Plovni objekti su u prosjeku neprimjerene starosti, brzine plovidbe i komfora koji nije sukladan zahtjevima suvremene turističke potražnje. Plovila često nisu ni prilagođeni lučkoj infrastrukturi na pojedinim linijama, te su i luke prostorno ograničene, neodržavane, neopremljene ili su na neodgovarajući način locirane. U budućnosti se očekuje daljnja izgradnja i prilagođavanje lučke infrastrukture u cjelosti, ali i luka nautičkog turizma. Radi povećanja kvalitete proizvoda nautičkog turizma potrebno je osuvremeniti i proširiti postojeće marine u skladu sa uvjetima održivog razvoja. Za novu gradnju ili proširenje postojećih luka postoji adekvatan prostor a on se nalazi na mjestima gdje postoji prometna i komunalna infrastruktura. To je najčešće slučaj u blizini naselja i na devastiranim mjestima gdje bi takva marina oplemenila devastirani prostor. Jedno od aktualnijih pitanja hrvatskog gospodarstva, a između ostalog i nautičkog turizma, svakako je problematika prenamjene dijela brodogradilišnih kapaciteta za potrebe remonta svih vrsta i kategorija nautički plovila. S rastom cruising turizma otvorena je i perspektiva mogućnosti uključenja i najkompleksnijih brodograđevinskih kapaciteta u ovu priču. Poseban potencijal nacionalne turističke nautičke ponude predstavlja tradicija gradnje drvenih jedrenjaka. Tradicionalna brodogradnja tih brodova doprinosi očuvanju autohtonih tradicijskih vrijednosti hrvatskog priobalja. Spoznaje iz provedenog istraživanja, s argumentiranim konstacijama navode na potrebu i opravdanost brendiranja ovog specijaliziranog turističkog proizvoda. Stvaranjem prepoznatljive nautičke marke koja bi objedinila specifičnosti nautičkog krajobraza, s tradicijom vezanom uz usluge gradnje i održavanja, specifičnost ponude raznovrsnih (ali i tradicionalnih brodica za najam nautičarima) kreirala bi se platforma dugoročno održive nautičke ponude koja bi osigurala kontinuitet i rast prihoda. Nautički proizvod sačinjava sustav komplementarnih proizvoda i usluga (usluge popravka i održavanja plovila i porivnih uređaja, mogućnost korištenja servisne i remontne infrastrukture, logističkih sustava opskrbe vodom, strujom, plinom, gorivom, te sustava za trajno zbrinjavanje otpadne higijenske vode iz tankova, uporaba sanitarija, parkirališta, usluga prijevoza vozila i čuvanja na kopnu, trgovine rezervnim dijelovima i svim potrebnim kategorijama proizvoda, trgovine plovilima, porivnim uređajima i opremom i sl. Potrebne su i usluge poput agencija, mjenjačnica, bankarskih usluga, smještaja i ugostiteljstva, sportskih objekata i dr. Otvaranje nautičkih klubova s međunarodnim članstvom, posebice za one koji imaju stalni vez za svoj brod daju mogućnost povećanja prometa raznolikom ponudom npr. raznim oblicima zabave, gastronomije, folklora i ostalim manifestacijama. Uvažavajući atraktivnost krajobraza poseban potencijal predstavlja i razvoj ponude nautičkih ruta s naznačenim atrakcijama i odredištima na rutama za posebne doživljaje. Gotovi proizvodi takvog tipa omogućuju ostvarivanje dodatnog profita ukupne umrežene nautičke ponude. Povezivanje ovih ruta s rutama maslinovog ulja, vinove loze, otočkih vidikovaca, gradova, nacionalnih parkova, i drugih atrakcija u priobalju praksa je koja se susreće kod lidera nautičke ponude na globalnoj razini, ali u ponudi Hrvatske još uvijek nije dovoljno saživjela. U kontekstu argumentacije i elaboracije iznesenih prijedloga provedeno je i istraživanje za potrebe ovog rada. Republika Hrvatska uz nepobitne prirodne i kulturološke vrijednosti ima sve potrebne uvjete za razvitak nautičkog turizma, međutim taj razvoj mora biti ostvaren na načelima održivog i odgovornog razvoja uvažavajući aktualne međunarodne trendove ponašanja globalne nautičke potražnje. Razvoj treba kreirati na platformi dugoročnog planiranja i osmišljenom upravljanju, uz poštivanje prirode i okoliša, racionalnim gospodarenjem prirodnim resursima i definiranjem nosivih kapaciteta ovog dijela Jadrana. U Hrvatskoj praksi još uvijek je evidentna tendencija odstupanja od smjernica apostrofiranih u ovome radu, na temelju relevantnih stavova i želja globalne nautičke potražnje. Neprimjereni financijski i politički motivirani ciljevi mogu dugoročno narušiti održivi razvoj nautičkog turizma, ugroziti kvalitetu jadranskog arhipelaga, te u konačnici rezultirati smanjenjem konkurentnosti nacionalne turističke ponude Hrvatske. Osmišljenim i kontinuiranim upravljanjem razvojem nacionalne turističke ponude, uz stalnu analizu vanjskih utjecaja, Hrvatska ima potencijal postati jednom od vodećih destinacija ovog oblika specijalizirane turističke ponude na Mediteranu i šire.

Na primjeru turističkog proizvoda ljetovanje na jadranskom svjetioniku, kojim oblikovanjem i komercijalizacijom se autor bavio nekoliko godina u Plovputu (tvrtka koja upravlja jadranskim svjetionicima), dokazalo se kako implementacija ekološke komponente u nautičkom proizvodu predstavlja argument za aplikaciju premijske cjenovne strategije. U uvjetima jačanja globalne turističke konkurencije isticanje ekološke kompoenente u specijaliziranom nautičkom turističkom proizvodu doprinosi višoj prepoznatljivosti i konkurentnosti. Iskustva u projektu Kamena svjetla su evidentan primjer kako se konkurentnost nužno ne postiže snižavanjem cijene turističkog proizvoda, već naprotiv aplikacijom ekoloških standarda na temelju čega se opravdano koristi premijska cjenovna strategija. Projekt je u komercijalizaciji već 12 godina, tijekom kojih se prate stavovi i dojmovi turista koji borave u uređenim apartmanima na svjetionicima u tjednim aranžmanima. Indikativno je da je od početka u kalkulaciji cijene boravka bio evidentan premijski dodatak, no i brojna ekološka rješenja (korištenje solarne energije za, zbrinjavanje otpadnih higijenskih voda putem bio jama i upojnih jama, utvrđeni standardi dnevne potrošnje vode, sortiranje i odvoz otpada i dr.). Nalazi istraživanja provedenih posljednjih godina na relevantnom uzorku turista koji borave na svjetionicima ukazuju na spremnost plaćanja premijske cijene turističkog proizvoda ukoliko je evidentna eko komponenta, koja ima i svoje troškovno obrazloženje. U tom smislu svrha i cilj rada je na temelju iskustava iz projekta ponuditi šire primjenjiv model implementacije eko komponente proizvoda ili usluge, u cilju ostvarivanja više vrijednosti u percepciji turista. U tom smislu bi se argumentiralo da je percipirana vrijednost turističkog proizvoda s naglašenom eko komponentom viša.

U uvjetima stalnih promjena trendova na globalnom turističkom tržištu jedan od temelja konkurentnosti je prepoznatljiv brand destinacije. Prepoznatljiv brand može se kreirati na različitim platformama. Međunarodna iskustva ukazuju na značaj implementacije tradicionalnih vrijednosti u brand prepoznatljivih, konkurentnih, turističkih destinacija. Tradicionalne vrijednosti i resursi predstavljaju i izvorni identitet destinacije koji često nije implementiran u postojećem imidžu. Prepoznatljiv brand pretpostavlja sinergijski pristup turističkom razvoju destinacije. Efikasnost turističkog razvoja destinacije predmnijeva uravnoteženu integraciju temeljnih sastavnica raspoloživih resursa destinacije u budući brand. Identitet destinacije je u kontekstu konkurentnosti i prepoznatljivosti turističkog branda kreativno i istraživački poticajno područje. Razumijevanje kauzaliteta postojećeg identiteta destinacije platforma je na kojoj je preporučljivo definirati i ostale sastavnice prepoznatljivog turističkog branda destinacije. Očekivani rezultat istraživanja je ukazati na važnost usklađivanja stavova lokalne populacije u kontekstu upravljanja identitetom destinacije u cilju efektivnijeg i atraktivnijeg turističkog imidža. Time se dokazuje opravdanost i efektivnost brandiranje turističke destinacije na njenom identitetu.

The national identity that aspires at achieving an effective touristic valorisation represents an efficient groundwork for the creation of highly specialized tourism products offered throughout the entire year, as well as the diversified tourism image. Consequently, the elaboration of a model that focuses on managing national identity is highly recommended, with the ultimate goal of creating a recognised tourism image and the distinguished national tourism brand.

Cross-border cooperation is becoming an imperative in the management of sustainable tourism development of the border area. Developing specialized tourist products in two or more interconnected countries, synergistic contributes in improving competitiveness and recognition of the tourist offer at the border area. An interesting linking contributes in strengthening cooperation in the cross border area. Expanding the cooperation encourages development of new business ideas, and also creates a stimulative entrepreneur environment, and strengthens business area. Economy consolidation and growth, according the appearance of new ideas, companies, products, and services contributes in creating a new image of the cross-border area. The new economic facilities enhance identity, and broadly spread the potential of creating a recognizable brand of border area. The strengthening of interregional cooperation in Europe confirms the affirmative attitude of the European Union according to those projects, which is the assumption for obtaining fund assets from EU funds. According to the fact that Republic of Croatia strategically is orientated on tourism, it should be initiator in establishing cross-border cooperation. But also, the cross border cooperation establishment contributes to greater propulsion of transit travel corridors in the border areas. Concerning that, the marketing potential stands in co-branding of the national tourist offer in countries of border areas. Therefore, the contribution is mutual. Designing recognizable and competitive tourist brand is consisted of the resource diversity - usable for the tourist valorization, and also for climatic changes at the particular cross- border areas in the former Yugoslavia. According to data from the earlier studies, conducted by various authors from Southeast Slovenia and Karlovac County, was representing an additional impulse in selecting this topic. On the other hand, studies on the management of cross-border cooperation, in order to create a recognizable tourist brand of cross border area are still rare on the territory of former Yugoslavia. That is why those areas are not sufficiently encouraged on the institutional and national level. According to conducted and researched studies about the tourist cross border potentials of Slovenia and Croatia (Southeast Slovenia and Karlovac County), we are offering a guidelines of responsible and sustainable management model on the available tourist resources. Establishing a model of resource management, in the border areas, assumes adequate cross-border cooperation and synergy between tourism developments. Realization of such synergy of tourism development is a platform for creating a recognizable brand of cross-border tourist areas. In that context the contribution of this paper reflects in the creation of guidelines for designing the model of cross-border areas, on the area of former Yugoslavia. An additional research challenge can be focused on repercussions in political and economic sense, especially in the tourist (and economic) that are modestly evaluated on the continental territory of former Yugoslavia. Besides the economic benefits of this research and possibility of the future cooperation on the cross border areas, contributions are evident in the additional interest of the linking with different people. Thereby it contributes to the political stability of the wider region as well as strengthening the regional identity preserving, revitalizing, and efficient asset management, in border areas. Managing these resources assumes on their evaluation. Conducted analyzes are relevant in the categorization of potential components in future tourism brand of the border area. The contribution of such, comprehensive, approach is synergetic effected on the economy of the entire border area, and it is even touristic developed of the wider tourist zone.

Utjecaj lokalnog stanovništva na imidž priobalnih i otočnih turističkih destinacija u akvatoriju istočnoga Jadrana je evidentan u neravnoteži turističkog razvoja. Destinacije s konzervativnijim stavovima stanovništva, usprkos evidentnom potencijalu turističkih resursa se gospodarski sporije razvijaju. Niži stupanj konzervativnosti lokalnog stanovništva rezultira manjim upletanjem u donošenje strateških odluka o turističkom razvoju. Razlike među destinacijama se očituju i dostignutom razinom usuglašavanja stavova i donošenju odluka o turističkom razvoju. Uravnotežen turistički razvoj destinacije podrazumijeva usklađivanje parcijalnih interesa lokalnog stanovništva, turista, lokalne uprave i turističkih subjekata. Nalaženje kompromisa različitih interesa dionika turističkog razvoja destinacije pretpostavka je imperativ efektivnijeg turističkog imidža destinacije. Polazeći od te hipoteze provedeno je istraživanje koje je ukazalo na moguće posljedice po imidž turističke destinacije, ukoliko se ne postignu kompromisi sa lokalnim stanovništvom.

Dynamics and unpredictability of business changes, pressure on demands for lower prices and increased service levels, as well as global relationships, determine modern cruise sector business. Market competition present in this area assumes features of exceptional complexity irrespective of whether the causes have been the results of safety, political, natural, social or economic factors. The complexity of these relations is additionally intensified by the fact that a highly competitive sector is in question. Supply business has become more important day by day and this has resulted in a conceptual shift from an internal activity as a business support towards a strategic process that results in the addition of a new value. To that extent the cruise supply chain should be considered as a certain form of a superorganisational set consisting of a cruise company with its business partners, participants in the supply chain. In addition to available resources and economic potential, timely and accurate information and the resulting insight become a dominant resource for the management decision making on all cruise company business levels – this is actually enabled by the application of business intelligence. Contrary to the traditional approach to value chain model that treats information as a stimulating element, business intelligence proceeds from the presumption that the information is a resource that creates new, additional value. Considering that business efficiency of a modern enterprise depends on its interaction with suppliers and customers, competitiveness and efficiency should be considered in a broad view. Management in cruise supply chain becomes more and more the management of information, especially when it is viewed thru the prism of full orientation towards the meeting of customer’s needs. The application of the business intelligence concept in the management in the supply chain enables the cruise company to efficiently measure, supervise, forecast and control all the processes that make its chain. Considering that the aim is to make better business decisions more quickly, it is necessary to shorten total decision-making time, but also increase, within that time, the time necessary for consideration and selection of decisions with the decrease of time necessary for the collection and analysis of information – all these business intelligence actually enables. This paper is aimed at presenting a model for more efficient decision making in the cruising company supply chains on the basis of business intelligence concept.

Trenutna percepcija marke Hrvatska brodogradnja na globalnom tržištu vezana je uz tradiciju te gospodarske grane na ovim prostorima, kvalitetne proizvode, ali i neke druge, u kontekstu opstanka hrvatske brodogradnje - negativne konotacije. Takve, negativne konotacije (koje se primarno odnose na neprimjerena očekivanja naručitelja i kupaca hrvatskih novogradnji da u konačnici ostvare bitno nižu cijenu od ugovorene zbog različitih razloga ; rast udjela uvoznih inputa u novogradnjama zbog kašnjenja isporuka domaćih proizvođača različitih materijala i opreme i dr.) su argumenti kojima se često u javnosti podržavaju ekonomski neprihvatljivi komentari o tome da hrvatska brodogradnja nema budućnosti. Ta problematika nije cilj istraživanja u ovome radu, već će se ponuditi smjernice kako provesti rebranding postojeće percepcije marke Hrvatska brodogradnja na globalnom tržištu kako bi se promijenila pregovaračka pozicija kod ugovaranja novih brodogradnji s potencijalnim naručiteljima i kupcima. Temeljna radna hipoteza je: Rebrandingom brodogradnje moguće je promijeniti globalni imidž iste u segmentima koji su dugoročno profitno nepovoljni za Republiku Hrvatsku. Rebranding podrazumijeva sustavno marketinško djelovanje prema postojećem imidžu marke proizvoda, u ovom slučaju strateške nacionalne gospodarske grane. Tržišni imidž je posljedica percepcije tržišta onoga što se nudi. U konkretnom slučaju problem je u odmaku postojećeg globalnog imidža od identiteta marke hrvatske brodogradnje. Identitet marke svoje uporište ima u viziji i misiji proizvoda, odnosno gospodarske grane. Tradicija brodogradnje na ovim prostorima se temelji na visokoj vrijednosti uloženih znanja, iskustava, struke i znanstvenih spoznaja. U tom smislu se očekivalo da će isto biti prepoznato na globalnom tržištu, te da će se novogradnje moći nuditi po cijenama primjerenima kvaliteti proizvoda hrvatskih brodogradilišta. Izostale su aktivnosti sustavnog upravljanja markom Hrvatska brodogradnja, izostao je sustavan pristup tržištu, te se prepustilo da potencijalna potražnja jednostrano reagira. Posljedica su uspostavljene komercijalne veze s nizom subjekata koji su se pojavljivali u ulozi naručitelja novogradnji, a koji su svoje interese primarno temeljili na posredovanju, mešetarenju i sl. Zbog takvog razvoja događaja globalno tržište brodogradnje je stvorilo neprihvatljiv i dugoročno neodrživ imidž da su novogradnje hrvatskih škverova solidni brodovi koji se u konačnici uvijek mogu jeftino kupiti. Uvažavajući trenutnu percepciju marke Hrvatske brodogradnje na globalnom tržištu potrebno je poduzeti određene aktivnosti u cilju globalnog rebrandinga. Model koji će se u radu ponuditi temelji se na identitetu kojim bi se upravljalo na bitno drugačiji način od dosadašnjeg, a u cilju ostvarivanja promjena imidža grane i proizvoda, te u konačnici izmijenjene percepcije marke Hrvatske brodogradnje na globalnom tržištu.

INTRODUCTION Small Businesses give a significant impulse to economic growth and development of each country. The business environment today is changing faster than ever thanks to advanced technologies. Competition in almost every industry has become more intensive. Considering the above, companies are becoming aware of the importance of adjusting their businesses to the target market in the best possible way in order to stay competitive. We believe that social networks today are the integral part of the communication with the target market from which small businesses cannot and should not be run from. Instead of, these networks should be used as a marketing tool in order to help small business owners successfully manage the process of marketing communication. RESEARCH METHODOLOGY The authors will use the case study method which would help them analyze the example of small business adaptation to the target market segment by using social network as a new marketing channel. Word-of-mouth as an instrument of marketing which is used in communication threw the internet networks is a very popular theme nowadays. Some authors represent word-of-mouth as the newest Holy Grail of modern marketing. This article seeks to analyze the factors of significant influence on the entrepreneurship communication with its target market with special emphasis on the online communication. The authors will use the case study method to present the example of successful women entrepreneur who succeed to cope with the challenges within its industry. Selected case study will show successful marketing communication strategies for managing small business ventures in the selected industry. RESULTS It can be concluded that social networks generate significant benefits for the company through maintaining long-term contact and continuous communication with the final users of their products and services. The results of this study will give clear guidelines to small business entrepreneurs on how to use modern technologies and new ways of doing business online in order to make their brand and their organization better known. Furthermore, this work will greatly contribute those trying to establish their online communication with their clients/customers and stimulate those who still did not think about it.

The image of tourist destinations explores for more than 30 years. Despite the research there are few approaches that can provide tactical guidelines for managing image as a function of the targeted brand positioning of tourist destinations. Destination image is characterized by complexity, multiple layers, relativity and dynamics. These are arguments that assume the management of image that would be efficient in the context of destination branding. Incompatibility approach to this problem has repercussions for the brand positioning of tourist destinations in the global market. Properly positioning the brand tourist destination in the global market assumes compliance reviews of impressions about the image. Different impressions of perception of destination image are not the way to create a competitive and recognizable brand of tourist destinations. A prerequisite for the systematic management of destination image is the relevant market of tourist promotion of reusable resources. Destination image is a reflection of personality and identity of the destination. In this sense, the image is assumed in the context of destination branding application of the methodology as well as any other product. Since the destination image is formed on the basis of distinctive destinations and ways to promote that identity at all levels of the public, efficient image management is assumed and the effectiveness of identity management routes. The image corresponds to the question: What is the destination? Namely: What is like destination. Identity explains the dilemma: How do local people perceive the destination? Identity explains the dilemma: How do local people perceive the destination? Thus, the observed image of the destination is a consequence, identity is evaluated based on the destination value and fact. Destination image is a broader term than the views of the destination. The image is a more personal perception of the destination. If the destination image does not systematically manage impressions perception of guests can vary. In order to be reduced to an acceptable level, the idea of a destination brand, it is important to systematically managing destination image. This is one of the most important marketing platforms in the context of destination branding. Strategic management of the tourist destination image research and evaluation assumes the identity of the destination. Activities undertaken in this context also include an appropriate combination of promotional communication with target market segments. In this sense, the activities of the strategic management of tourism destination image oriented positioning of the relevant competitive advantages routes may be in order to support an existing image, or to create a new (enhanced) image. The basic premise of strategic management of tourism destination image of the measurability of activities undertaken is in the context of the actual impression of the destination. The research that preceded this study was aimed to present a possible model of efficient management of destination image as a function of the desired brand positioning of tourist destinations.

The possibility of the continuity of sale growth of a specialized tourist product from the small country in transition on the global tourist market justifies the means invested in the development of the strategic model of positioning of a new tourist product. In terms of that aim it is necessary to give meaning to a viable strategic model of product management by tactical platform. Globalization and communication standards in tourism present a particular challenge for specialized tourist product. The possibility of continuity of growth in sale of original and competitive specialized tourist products account for the efforts and means exerted in making a strategic model of the product’s positioning in the aimed niche on the global tourist market. What are the key variables to which a specialized tourist product from a country in transition needs to pay attention in order to position itself in an acceptable niche of the global tourist market? Which strategic model of positioning to apply in a particular case in lighthouse tourism on the Adriatic Sea? The problem of commercialization of the new specialized tourist product, such lighthouses tourism, in the practice has also national administrative barriers, imposed by governmental legal rules. These buildings are national property and an important part of national safety in navigation’s system. Lighthouse tourism is a promotion of creation national brand, so as a promotion of the Croatia. Inappropriateness of economic measures to recessionary trends on the global tourist market is often a rule, not an exception. The possibility of the continuity of sale growth of a specialized tourist product from the small country in transition on the global tourist market justifies the means invested in the development of the strategic model of positioning. In Stone Light project (Lighthouse tourism) the way out was through the development of the following key strategically tactical model: • Branding system for creating a recognizable global label of a specialized tourist product ; • E-marketing system for the continued adequate communication with the global tourist market ; • E-commerce system for the sales management on the global tourist market ; • Logistical system for the sea transfer ; • Organization system for solving possible problems according to the standards of the global tourist market. The expected scientific contribution of the works consists in accepting or rejecting the basic hypothesis: Strategically model of exclusive sub segmentation of the new tourist product of a small country in transition on the global tourist market is effectively realizable on the tactical platform: Branding/ E-marketing/E-commerce/ Logistics/ Organization.

Korčula je drevni otok mitova i legendi. Otok bogate povijesti i osebujnih kulturnih običaja. Jedna od legendi kazuje kako je otok u podmorju postavljen na tri strma hridinasta stupa. Erozija stupove stoljećima slabi. Ukoliko se samo jedan od stupova uruši otok će, legenda kazuje, nestati u beskrajnom bezdanu podmorja. Stari korčulani spominju mnoge duboke i mračne vrtače, koje navodno završavaju negdje duboko pod Korčulom, u onom istom bezdanu ….. Kako ispričati priču o otoku s tolikim kulturno povijesnim bogatstvom? Priču o otoku Marka Pola? Priču opjevanu predivnim pjesmama? Autori su se odlučili tu priču ispričati bilješkama prikupljenim od najstarijih živućih korčulana, i objektivom foto aparata koji je tijekom 2009. godine lovio one posebne, vječne, trenutke u prostoru i vremenu otoka Korčule…..

Nautical tourism in the Mediterranean has developed in its three basic forms: nautical tourism ports, charter and cruising. In terms of nautical tourism ports, marinas dominate by their capital and by the importance for local development. None of the other forms of nautical tourism is as important for local and regional development as marinas are. Marinas are equally significant for the growth of local economies. In the process of monitoring development of marinas in the Mediterranean coastal area 40.000 km long, there are two basic development models associated with the dynamics of local and regional growth. The first one is a model of intensive impact where marina is a leader of local development and stimulates incredible dynamics of local economy. The second is a model where marina does not affect the local development, but simply supports a stronger local offer. The subject of the paper is analysis of development of local economy in order to define their mutual determination and support ; The goal is to define basic models of development of marinas in the Mediterranean in terms of their correlation and their impact on the local economy ; The purpose is to explain the basic relation and interdependence of marina development and local economy. The basic hypothesis is that the input level of marina or local economy development determines one of the two basic models in the Mediterranean. Methodologically, this paper relies on the continual field research on the Mediterranean coast in the last 15 years. It will be used methods of analysis and synthesis, together with the polls and data analysis, and the official statistics. This study contributes the improvement of scientific approach regarding marinas and their development, and it supports the European concept of local and regional development in which marinas, as leaders in local development, show unprecedented results.

Globalization and contemporary communication standards on the global market present a particular challenge for a small enterprise of a country in transition. The possibility of continuity of growth in sale of original and competitive products account for the efforts exerted in making a strategic model of a new product positioning in the aimed niche on the global market. What are the key variables to which a small enterprise needs to pay attention in order to position itself in an acceptable niche of the global market? The problem in the practice of commercialization is also national administrative barriers. Even these barriers are indirectly imposed by international corporations by conditions that economic integrations stimulate to future members. The aim of these regulations is to weaken the potential new competition on the global market. Small enterprises are also faced with offensive aggressive strategies of prolongation of life expectancy of more inferior products of similar purpose ruled by multinational corporations through the economy of volume. Even in a situation where big corporations are not present on the national market, they effectuate their operation by political lobbying or through the chosen national firms. The development of new products for the sake of commercialization on profit-limited, national markets of the countries in transition is rarely economically justified. The development and commercialization of new products on the global scale are necessity, because of the narrowing of potential for sales on the national market. The alternative in recession is the decrease in employment and production. The authors have predicted the testing of suggested strategic model of positioning of a particular new product (home-made lasting cake- souvenir) of a small enterprise from the Republic of Croatia on the global market. It is a high quality product which has a limited number of competitors in the price class on the global market. Several market tests shows that the relation between the price and the quality of the product is especially competitive, while there is the demand. Branding system for creating a recognizable, in this case, exclusive brand, presupposes the continuity of activities and investing in the brand in order to develop it to the appropriate level when the sale of the product from the phase of introduction to the market passes to the phase of growth. The expected scientific contribution of the works consists in accepting or rejecting the basic hypothesis: Strategically model of exclusive sub segmentation of the new product of a small enterprise of a country in transition on the global market is effectively realizable on the tactical platform: logistics for providing materials, E-marketing- E-commerce – Branding- Elimination of organization incongruity.

While skills and knowledge of harbormasters are critical drivers of sustainable development and management of marine tourism, very little scholarly research has been done to assess the professional-development needs of harbormasters. This study addresses this gap by empirically investigating the perceived importance of the professional needs of harbormasters in the Croatian marine tourism industry. Specifically, the goals of this research are to determine what marine-tourism-management skills need improvement, what skills can be improved through training, and which training courses might fulfill managerial expectations. A two-page self-completed questionnaire written in Croatian is adapted from previous research and administered to a population of Croatian harbormasters. Professional-development needs among Croatian harbormasters are identified to provide guidance for future harbormaster development planning. Implications and limitations are presented in the subsequent sections of the study.

The coastal area stands out with the uniqueness of the environment and hydrology. Concentration of economic activities and population in the coastal areas is resulting with conflict between man and environment. Larger Croatian islands are devastated specificities with uncontrolled tourist development, thereby losing recognition and a former identity. Therefore it is necessary to introduce new criteria in the future tourist valorization of natural resources in the eastern part of the Adriatic see. Continuity of diverse tourist offer consolidation on the global market presumes specialized tourist’s offer of every small country. Demands for ecological areas and personal safety are criteria that contribute to the choice of tourist destinations. Tourist will be offered to be the explorer of the nature, historical and cultural heritage as well as the identity of the destination he is visiting. Croatian touristic offer has all necessary predispositions, and can provide growing trend for the impendent period.

Because of the importance of nautical tourism for the national tourist image of the Republic of Croatia, it is necessary spend analysis evaluation of existing sailing infrastructure. Expansion of capacity is necessary, but it should be conducted in accordance with long-term strategy for tourism development in Croatia. That would be rational nautical valorized national waters. Nautical tourism has repercussions on growth and development of the economy. Nautical tourist offer of the Republic of Croatia should plan and find ways for activation dead maritime corridor in areas where it rarely sails. Expanding the network infrastructure for nautical tourism is a necessity but also to plan rationally. Such an approach would have positive repercussions on the national tourist revenue, but also the image of Croatia - the Mediterranean countries.

Marketing strategy in nautical tourism is very complex on the field of specialized tourist products. Each specialized touristic product need to be more differentiated on the global market. There are a growing number of specialized touristic offers finding the way how to manage by nautical tourism. Applying of the strategy concept to the nautical touristic business could be different among countries. Choosing a right marketing strategy is paramount for achieving a substantial growth that ensures a steady future development of the national income of nautical tourism. The marketing strategy for the nautical tourism need to have a different approach. Nautical offer is a promise for a kind of the magical vacation, sometimes on very attractive nautical destination. Marketing strategy needs to interact with the national nautical tourist brand identity of offered destinations. It is suggested evaluation of the offers from the standpoint of the marketing strategy, which is also the key of right branding way nowadays. Right marketing strategy of the nautical tourist product is the only way for the right commercialization on the global market. The main premise is creating added value for the nautical product. For that reason the right marketing strategy has become the biggest intangible asset of the tourist product. If tourist has not enough time to search for exact tourist product, he judges it by its brand. It is very difficult for a tourist brand to convince tourist what to think about. This is the fundamental task of marketing strategy in tourism. The work deals with issues that define how marketing strategy can protect and preserve the integrity of the specialized nautical product through the effective evaluation. The success of the marketing strategy for nautical tourism depends on the application of all parts of the offer. The main hypothesis is that efficient marketing strategy for the nautical tourist product need to be primarily influenced by the perception of potential demand.