Analysis of Domestic Tourist Demand in Split-Dalmatia County for 2023/2024
Research area : Strategic planning in tourism
Project manager : Zrinka Marušić mag. math., univ.spec.oec.
Performer :
Implementation period : 2024
Client : Tourist Board of Split-Dalmatia County
The project conducts a detailed analysis of the scale and characteristics of domestic tourist demand across Croatia, using secondary data sources. The analysis provides insights into the number of trips, both multi-day and one-day, and overnight stays in commercial and non-commercial accommodations, categorized by regions, types of accommodation, and seasons. Following the same methodological framework, the study examines the scale and characteristics of domestic tourist demand specifically in Split-Dalmatia County. Two quantitative surveys were conducted on the following population segments: (i) Croatian residents who undertook private trips outside the main summer season (sample size: 641 respondents), and (ii) Croatian residents who traveled to the county exclusively during the two peak summer months (sample size: 159 respondents). The surveys results serve as the foundation for analyzing the unique aspects of trips to the county during off-season periods compared to the summer season. The potential of the domestic market for travel to the county was further analyzed through three focus groups. These included Croatian residents who had taken at least one private trip with an overnight stay in the past two years, half of whom had visited Split-Dalmatia County and half of whom had not. Additionally, a quantitative survey was conducted among domestic tourists who had not traveled to the county for private trips from January 2023 to June 2024 (sample size: 401 respondents). Qualitative research was also conducted with travel organizers to analyze the offerings of travel agencies operating in Croatia and organizing trips to Split-Dalmatia County. Special attention was paid to encouraging domestic demand during the pre-season and post-season periods. The project also examined international practices and strategies aimed at boosting domestic tourism, with the objective of identifying approaches that could be adapted to the local context. Finally, recommendations were provided to stimulate greater demand for Split-Dalmatia County among domestic visitors, particularly during off-peak periods.