Competitiveness of Kvarner region: challenges for destination management and branding

Abstract

Purpose – Tourism demand for destinations, services and facilities is changing rapidly and only the destinations with high adaptability can expect to survive. Tourists prefer destinations with strong brands that guarantee a high level of service quality and are prepared to pay for it. Design – This study designs to determine that destination has to recognize the importance of tourism, but, as a brand, Kvarner is not distinctive enough. Based on its natural beauty, rich heritage and its vicinity and accessibility to a large part of Europe, it has the potential of becoming a leading destination. Methodology – Research was carried out in accordance with the Integrated Model of Destination Competitiveness based on 85 indicators. Various statistical methods like T-test, Wilcoxon signed rank test and Shapiro-Wilk test were used. Approach – The research was conducted using a questionnaire, through a dissemination of emails and personal interviews with tourist officials and people involved in the development of tourism in the Kvarner area. Findings – This study finds that destination management is the weak point of destination competitiveness and hypotheses that resources strongly support the overall competitiveness of destination Kvarner, than the elements of destination management and that destination brand is not sufficiently distinctive are confirmed. Originality of the research – This study provides valuable information and comparable data about competitiveness of Kvarner destination and points at brand influence on destination competitiveness.