Action Plan for cultural tourism
Research area : Strategic planning in tourism
Implementation period : 2015.
Client : Ministry of Tourism
Researchers: Snježana Boranić Živoder, Renata Tomljenović
The development of this Action Plan was based on the principle of intensive consultation with the relevant ministries and national institutions and a wide range of stakeholders in order to take into account of the complexity of the process of designing and marketing of cultural tourism products. Based on the results of workshops, focus groups and surveys and looking at trends in the international market a SWOT analysis was conducted which showed that the measures should be concentrated in five main areas: the development of infrastructure for cultural tourism; thematic and geographical grouping of products; coordinated marketing; stakeholder education and encouraging partnerships. Accordingly, the basic guidelines and objectives for the development of cultural tourism were defined and, furthermore, specific projects and programs whose implementation will ensure the realization of the objectives with the implementation plan was outlined.