Photo: Ilustrativna fotografija



Strategic marketing plan and Study of tourism analysis as a part of Integrated project of revitalisation of Guverner's palace and Nugent hous in Rijeka

Research area : Strategic planning in tourism

Project manager : Ph.D. Sanda Čorak

Performer :

Implementation period : 2018.

Client :


In the Introductory part, the authors elaborate the main principles in developing the plan, main aims and structure of the document. Plan starts with the analysis of all the participants and relevant plan doucments. Analysis of current state includes the analysis of tourism  demand and alalyis of potential local demand. After illustration of the examples of good practices (chosen 6 museums) and identified success factors the Strategy of marketing ( SWOT analysis, marketing vision, aims of marketing and target markets) is presented. Most important part of the document is Strategy of market positioning and communicatioon strategy. Document ends with the Acion plan that elaborates all the measures and activities that Museum has to undertake in order to fullfil established goals, and that are : greater visibility, more tourists and more income.