May 2010
Tourism & Hospitality Management;May2010 Supplement, p101
Academic Journal
In a struggle for a guest, appears ever-greater competition, which is mostly led on a tourist destination level. Such trend puts a need of successful marketing and promotion management, especially in front of national tourist organizations, which manage national destinations. One of the most important "tools" used in that business are public relations. Public relations are very notably used in marketing of Croatian National Tourist Board. At the same time, their application is not sufficiently and clearly defined, so author established unique model of public relations management in destination marketing and apply it on Croatian National Tourist Organization case. In this work, research targets are set as: 1. Public relations are a separate category and are not to be identified with advertising or other forms of promotion; 2. Public relations play a very important role in destination marketing in terms of promoting a tourist destination; 3. The application of public relations in marketing of Croatia as a tourist destination has not been sufficiently recognised. For targets realization, marketing management on national destination level has been researched as well as ways of promotion. Characteristics of public relations in tourism are identified, also their role in destination marketing of national tourist organization.


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