Photo: Ilustrativna fotografija


Management plan for the cultural route "Water - the ultimate shaper of history"

Research area : Destination marketing and branding

Performer :

Implementation period : 2018.

Client :


Researchers: Snježana Boranić Živoder, Larisa Dukić, Renata Tomljenović

This cultural route includes six location with twenty six cultural sights, including two under the UNESCO protection. All sights and locations are accessible with at least basic visitor infrastructure. The main stakeholders are the county tourism board, municipality of Šibenik and Vodice, Krka National Park and Šibenik's city museum, with a network of about thirty partners from public and private sectors. Starting from the situational analysis and SWOT, a vision was formulated which position the route as the regional tourism attraction with an aim to ensure   tourism, economic and social benefits to the county's hinterland, long-term sustainabiliy and market success. Four strategic aims were defined to realise this vision: 1) improve visitor experience, 2) introduce the route to the market, 3) improve existing and develop new attractions and f) built route management capacities. A formation of an NGO with administrative support from the county's administration was proposed for route management, taking into account the capacities (financial, human) of main stakeholders. Communiation plan was devised targeting visitors, B2B and internal marketing.