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SWOT analysis, Croatia, Chinese tourist source market, sustainable tourism, direct flight KEY WORDS: diversified and specialized tourist products, various marketing and promotional activities, simple simple activities, promotional and marketing various products, tourist specialized and diversified to further explore the Chinese and flexible visa policies and regulations, and other related measures tourist source market of Croatia. Based on first-hand research work, I make a SWOT analysis of the Chinese tourist source market Chinese tourist source market I make a SWOT analysis of the work, Based on first-hand research of Croatia and put forward related countermeasures from the perspective of a native Chinese. be ingeniously packaged. I recommend developing The positioning of tourism in Croatia should in Croatia. How can we bring more Chinese tourists to Croatia? How can we make them happy and tourists to Croatia? How can we make them happy and in Croatia. How can we bring more Chinese comfortable in Croatia? And, at the same time, how can we avoid polluting this tract of pure land? Croatia is a land endowed with rich and diversified natural and cultural tourist resources. Traveling Traveling resources. tourist cultural and natural diversified and rich with endowed land a is Croatia Chinese tourists there were few noticed that I However, its beauty. by stunned I was around Croatia, Abstract Wang Qian Wang Explore the Chinese Tourist Source Source Tourist the Chinese Explore Market Countermeasures for Croatia to for Croatia Countermeasures SWOT Analysis and Related Analysis and Related SWOT ISSN 1848-5782 1848-5782 ISSN UDC 379.8:910.4(497.5:510) DOI 10.1515/cirr-2017-0012 CIRR XXIII (78) 2017, 169-185 XXIII (78) CIRR figures and had kept for himself. It is a land endowed with rich and diversified natural diversified and rich with endowed land a is It himself. for kept had Legend has it that when giving out land God forgot about Croatians. He Croatians. about land God forgot giving out when has it that Legend he had to compensate them with the most beautiful land on Earth which Rich and diversified natural cultural and tourist resources of Croatia Tourist resourcesTourist Strength analysis Strength of the Chinese tourist source market of Croatia and put forward relatedof the Chinese tourist source market of a native Chinese. countermeasures from the perspective information and data online, went to the Croatian National Tourist Board to get the statistics, and consulted academic experts, industry local residents. Based on first-hand researchwork, I make a SWOT analysis And, at the same time, how can we avoid polluting this tract of pure land?And, at the same time, how can about. I made a search for relevantThese questions are worth thinking tourists were European. Only a few were Asian, and they mostly came from Only a few were Asian, and tourists were European. How can we bring more Chinese touriststhe Republic of Korea and Japan. happy and comfortable in Croatia?to Croatia? How can we make them However, I noticed that there were few Chinese tourists in Croatia. Most that there were few Chinese However, I noticed other scenic spots in and around Zagreb. I also experienced the carnival Zagreb. I also experienced scenic spots in and around other I was by the beauty of Croatia. in Rijeka. I was stunned and respected and friendly Croats. trusted by the kind visiting Zadar, Šibenik, Skradin, Trogir, Split, Hvar, Korčula and Dubrovnik. I also have I Poreč. and Rovinj Pula, Opatija, visiting week, a for Istria toured been to Plitvička jezera, Varaždin, Karlovac, Slavonski Brod, Osijek and I worked in Zagreb, the capital of Croatia, for three years. During my stay, years. During for three of Croatia, in Zagreb, the capital I worked weeks, two for I travelled in Dalmatia Croatia. almost all around I walked Introduction

XXIII (78) - 2017 Vol.XVIII, No. 66 - 2012 170 Vol.XVIII,XXIII No. (78) 66 - -2017 2012 171 , ranking the , ranking 1 The west coast . The mountains . The spas and was the first holiday resort. Later a large number of Annual carnival bell ringers’ pageant from the Kastav area Lacemaking in Croatia Source: United Nations Educational, Scientific and Cultural Organization: Intangible Cultural Heritage 2017. Two-part singing and playing in the Istrian scale Festivity of Saint Blaise, the patron of Dubrovnik Hrvatsko Zagorje Traditional manufacturing of children’s wooden toys in Spring procession of Ljelje/Kraljice (queens) from Gorjani Procession Za Križen (‘following the cross’) on the island of Hvar Bećarac singing and playing from Eastern Croatia Nijemo Kolo, silent circle dance of the Dalmatian hinterland Ojkanje singing Gingerbread craft from Northern Croatia Sinjska Alka, a knights’ tournament in Sinj Community project of safeguarding the living culture of Rovinj/Rovigno: the Batana Ecomuseum Community project of safeguarding the living culture Mediterranean diet Klapa multipart singing of Dalmatia, southern Croatia Namely, 1 the patron of Dubrovnik, and the Procession following the cross in Hvar. the following Procession of Dubrovnik, and the patron the Dubrovnik, old city of cultural sites, such as the has 8 UNESCO Croatia Croatia boasts 15 UNESCO intangible cultural heritages Croatia boasts 15 UNESCO intangible first in Europe, such as lacemaking, gingerbread craft, the festivity of in the middle are tranquil and green. The plains in the eastern part are part eastern plains in the The green. tranquil and are middle in the a significant tourist destination. fertile and golden. Zagreb is also Inland areas offer mountain resorts, agro-tourism resorts, mountain offer areas Inland ranking the 10th in the world (Blue Flag 2017). Croatia is world famous for naturist commercial develop to country European first the was It naturism. of naturism. visitors are involved in the industry resorts. Quite a few 99 Blue Flag beaches (a world-renowned eco-label trusted by and 19 marinas in 2017, around the globe) awarded sites the number of millions and sand. Opatija islands. Hvar is rated as along the coast and numerous resorts sprang up of total a are There world. the islands in beautiful most ten the of one Nautical Nautical tourism along the Adriatic Sea is most significant. sea, sunshine featuring and blue, Sea is picturesque Adriatic along the amazingly dotted with lavender, agave, olive grove and vineyard, which vineyard, and grove olive agave, lavender, with dotted amazingly and stimulating. is most attractive and cultural tourist resources. The mysterious land is full of alien appeal, appeal, alien of is full land mysterious The resources. tourist cultural and fied UNESCO UNESCO 2 Ancient and and Ancient ooperate with certi with ooperate This is especially outstanding, miraculous and and miraculous outstanding, This is especially 2 . and Kopački rit (Croatia: Full of life 2017). Ancient and Ancient 2017). life of Full (Croatia: rit Kopački and and Plitvička jezera) and 11 nature parks, such as

Papuk el agencies may apply to be qualified as travel agencies Mljet receive Chinese tourist groups. Also, an attempt should be should an attempt Also, groups. receive Chinese tourist Krka, Venetian Works of Defence between the 16th and 17th Centuries: Stato da Terra – Western Stato da Mar Source: UNESCO 2017. Historic City of Trogir The Cathedral of St James in Šibenik Ancient and Primeval Beech Forests of the Carpathians and Other Regions of Europe Stari Grad Plain Stećci Medieval Tombstones Graveyards Historical complex of Split with the Palace of Diocletian Old City of Dubrovnik Plitvice Lakes National Park Episcopal Complex of the Euphrasian Basilica in the Historic Centre of Poreč Namely, 2 organizing travel agencies in China, to include one or two top Croatian and Wang Dynasty), most possibly, to be included Hungary Spain, Italy, Greece, with together Europe, Southern in itineraries in their sightseeing etc. Furthermore, attempts should be made to c Dubrovnik, Split or Plitvička jezera) in the itineraries of major Chinese travel Chinese major of itineraries the in jezera) Plitvička or Split Dubrovnik, agencies in Europe (such as Panda, Mandarin Voyages, even Omega Croatian trav Croatian which can made to include one or two top Croatian scenic spots (for example agencies, establishing long-term strategic partnerships. General group expanded. Local and can be further sightseeing products are traditional Developing diversifiedDeveloping specialized tourist and products and souvenirs with Chinese travel cooperation strengthen Croatia that It is recommended adventurous rock climbing. adventurous rock delights, especially seafood, such as salmon, squid, octopus, shrimp, octopus, squid, as salmon, such especially seafood, delights, seabass and cuttlefish, all really fresh and tasty. Moreover, people can sea kayaking and sailing, diving, parasailing, hiking, trekking, enjoy medieval architecture of diversified styles are well preserved here, imbued imbued here, preserved well are styles diversified of architecture medieval gastronomical offers Croatia insight. cultural and historical profound with In addition, Croatia Brijuni, has set Medvednica, up 8 national parks (for example, and geographically. natural heritages, namely, Plitvice Lakes National Park and Park National Lakes Plitvice namely, heritages, natural Primeval Beech Forests both demographically indeed a small for Croatia is incredible, country, Diocletian Palace in Split and the old city of Trogir. Besides, it has it Besides, Trogir. of city old the and Split in Palace Diocletian

XXIII (78) - 2017 Vol.XVIII, No. 66 - 2012 172 Vol.XVIII,XXIII No. (78) 66 - -2017 2012 173 he island of Brač, hop to the island of Hvar, then Hvar, of island the to hop Brač, of island he , the itinerary is both fascinating and feasible. , the itinerary is both fascinating tour is also alluring and profitable. Croatia is reputed as lavender. The souvenirs must be uniquely explored and developed, nicely souvenirs must be uniquely explored lavender. The packaged, and reasonably and attractively priced. shopping. Although Croatia does not have world-famous brands, it does and lace honey, cheese, olive oil, wine, as necktie, specialties, such have restaurants had better prepare English menus. Souvenirs cannot be ignored as Chinese people are crazy about is rich in gastronomical offer, grilled seafood, grilled meat, čevapčići (a name just a few. Local to black beer, type of kebab, with minced meat), attractions of Croatia Food is an indispensable part, as Chinese people enjoy eating. Croatia depart from Split, jump to t to Split, jump depart from to the island of Korčula, and finally arrive in Dubrovnik. Covering major The island-hopping tour is unique, chic and trendy, derived from classic guests the which in itinerary an introduce to I’d like Here nautical tourism. may appreciate the champaign (open country) in a hot balloon. They culture as well. may experience the colorful folk enjoy the sea, sand and sunshine. They have a lot to do, swimming, eating, swimming, do, have a lot to sunshine. They sea, sand and enjoy the just relaxing, enjoying sea kayaking, or sailing, diving, even parasailing, Hvar Island, they of Polje life. In Starigradsko of leisure and pleasure the The honeymoon and Brač, or Rovinj Hvar, in stay may newly-weds The hotspot. vacation a definitely appealing to photographers. The photographic tour is lucrative, is tour photographic The photographers. to appealing definitely and enough light. wait for the sunset, the ice wave, as it takes time to storks. The migratory birds perch beside the river Sava from April to June, beside the river Sava from birds perch migratory storks. The and then fly to their old nests in South Africa. The endangered species is country for photographers. There are so many picture-perfect scenes, the scenes, picture-perfect many so are There photographers. for country the imposing medieval blue Adriatic Sea, and the vast city of Dubrovnik, European are rare there lavender in Hvar. Moreover, expanse of purple tourism products. I’d like to suggest some high-end tourist products here. high-end tourist to suggest some I’d like tourism products. is a beautiful Croatia is highly recommended. tour A photographic Meanwhile, Meanwhile, explore and develop diversified, specialized and customized attractions in their sightseeing itineraries in Southern Europe. Europe. in Southern itineraries their sightseeing in attractions s far as I know, Croatian people do not do people Croatian know, as I s far cles for tourists, as China is a kingdom of bicycles. Also, set up bicycles. Also, of as China is a kingdom tourists, cles for usually keep the time. In order to provide good service, the Croatian usually to provide good service, the keep the time. In order off. guides must be punctual, while meeting, receiving and seeing guests With regard to service, more English-speaking guides are needed. It is also is It needed. are guides English-speaking more service, to regard With Chinese Local guides. Chinese-speaking some train to begin to necessary A guides. as temporary serve can tourists. Besides, cooperate with Chinese hotels, high quality companies to invest in Croatia, providing service for Chinese encouraging Chinese hotel attractions in Croatia, very few English explanations can be found. The very few English explanations can be found. in Croatia, attractions not well exploited yet. rich tourist resources in Croatia are also visited Istanbul, and we can make a comparison between Dubrovnik between comparison a make can we and also visitedIstanbul, or long either introduction, English an find can we Istanbul, In Istanbul. and classic in Dubrovnik and other However, spot. in almost every scenic short, In terms of facilities, it is a good idea to provide some self-help touring gear touring self-help some provide to idea good a is it facilities, of terms In such as bicy English explanations in attractions. I English road signs and put on more Further improving tourist amenities and service and helpful for tourists. sort of a home away from home. sort of a home away informative which is very in every attraction, centers information are There “sobe” in front of their house, indicating that they offer “private rooms” for their house, indicating that they “sobe” in front of yet clean and pleasing, accommodation is cheap, tourists. The private reached conveniently by boat, plane, car, bus or train. by boat, plane, car, bus or reached conveniently The accommodation is cozy and inexpensive. Some people put the sign The tourist attractions in Croatia are easily Croatia are attractions in The tourist accessible. can be They Agreeable infrastructure, tourist facilities and service of Croatia Tourist facilities service and Tourist

XXIII (78) - 2017 Vol.XVIII, No. 66 - 2012 174 Vol.XVIII,XXIII No. (78) 66 - -2017 2012 175 it, from 8. In Great by warning environmentally 7. However, the Croatian by . Croatia joined the European. Croatia joined se currency in exchange rate. Irate. exchange in currency se reasonable not joined the euro zone yet. When we do climate, warm in winter and pleasant in pleasant and winter in warm mild climate, a 9. While in America, multiply America, in While 9. by of attractions in Croatia is very limited. We must be must We limited. very is Croatia in attractions of number, they do not pose huge pressure on the delicate environment. delicate the on pressure huge pose not do they number, environment. the vulnerable And the tourists must be reminded to protect Take nothing but photos, leave nothing but footprints. and other major European countries and capable consumption capacity, tourist products. They have strong are seeking for specialized of bringing tourism income to Croatia. Meanwhile, as they are small in as high-end customer sources, specifically, for those well-offeducated people and well- who have already been to France, Italy, Germany as not to spoil the pure environment. as not to spoil the pure environment. market of Croatia should be positioned In my opinion, the Chinese tourist capacity sensitive concerning the position-setting of Chinese tourists to Croatia, so Many Chinese cities are shrouded in thick haze now. To take To now. haze thick in shrouded are cities Chinese Many bearing The Croatia. is a must for sustainable tourism development Adhering to sustainable tourism to protect the vulnerable environment Britain, multiply Britain, Chine as same the almost is Kuna currency high. rather is ratio cost-performance The RMB. with paying just am I like feel Union in July 2013, but it has Union in July 2013, to multiply the price tag shopping in Germany, we have speak good English. speak good English. and The prices are competitive or your personal life. Croatian people are very kind, warmhearted and and warmhearted very kind, people are personal life. Croatian your or friendly. They are quiet, refined and well-educated. Most of them can summer. It is sunny, not windy, thus very agreeable. It is a virgin land, with land, virgin is a It agreeable. very thus windy, not is sunny, It summer. environment. It is and an unpolluted very safe big trees, blue sky, fresh air, property, air, food, of safety the about worry to have don’t You Croatia. in with is blessed Croatia Favorable natural environment and human of Croatia Tourist environment Tourist Croatia, Chinese people have to go through visa which is Croatia, Chinese people have to go through formalities, regulations the to according However, inefficient. and complicated rather Croatia is not a Schengen state yet, which is most obstructive. To enter To obstructive. which is most yet, state a Schengen is not Croatia Croatia not a Schengen state for Chinese people and inconvenience yet to go through visa formalities Visa formalities to Croatia, thus ensuring the economic profits of airlines while benefiting the Chinese tourists to Croatia. enterprises in China, and endeavor to open a direct flight between China between flight direct a open to endeavor and China, in enterprises but passengers, be enough may not there beginning, the At and Croatia. the word-of-mouth advertising will definitely bring lots of Chinese people Croatian airlines may strengthen cooperation with relevant civil cooperation aviation Croatian airlines may strengthen Cooperating with airlines Chinese and open direct flight China between and Croatia reasons might be the opening of direct flight between China and Turkey, of tourists. which greatly facilitates the exchange is just a little closer to China than Zagreb. However, every year Turkey year every However, Zagreb. than China to closer little a is just major the of one And Croatia. than tourists Chinese more many attracts To go to Zagreb from Shanghai, I usually To go to Zagreb or Moscow, transit in Istanbul, or Doha, or Frankfurt, which is tiring, troublesome and time-consuming. We can compare Croatia with Turkey. Geographically speaking, Istanbul Croatia is far away from China, while Chinese people prefer to go to nearer to go to people prefer China, while Chinese from Croatia is far away and cheaper resorts like Thailand, the Philippines, Bali Island in Indonesia, even the Maldives. There is no direct flight between China and Croatia. Long distance China and Croatia between with no direct flight Spatial distanceSpatial Weakness analysis Weakness

XXIII (78) - 2017 Vol.XVIII, No. 66 - 2012 176 Vol.XVIII,XXIII No. (78) 66 - -2017 2012 177 which is somewhat troublesome, but not really disturbing. Anyway, the Anyway, really disturbing. not but troublesome, is somewhat which price is acceptable. to first convert RMB to euro, then change euro into Kuna. If they haven’t euro, back to Kuna convert cash, they will have to used up all of their goods and services in Croatia is comparatively lower than that of euro of that than lower is comparatively and services in Croatia goods zone countries. In addition, China UnionPay (China UnionPay 2017) card have is still accepted in Croatia. As a result, Chinese tourists usually not euro zone yet. The Croatian local currency is called Kuna, which is almost is which Kuna, called is currency local Croatian The yet. zone euro the same as Chinese RMB in exchange rate. The price level of consumer accepted in Croatia the joined 1 July 2013, but it has not on Union European the joined Croatia Croatia card not still in theeuro not and China UnionPay zone yet Payment mode Payment the Schengen zone in the near future, and moreover, to grant Chinese simplifying visa further tourists a visa or thereby waiver program on arrival, people. or waiving visa formalities for Chinese Easy, simple and flexibleto join is essential for Croatia to make great efforts Thus, it recommended. visa policies and regulations strongly are which can strongly facilitate the trip of Chinese tourists in Croatia and facilitate the trip of Chinese which can strongly other Schengen states. Croatia joined the European Union on 1 July 2013. And it will, in due time, time, it will, in due 1 July 2013. And on Union European the joined Croatia country, a Schengen become and Convention Schengen the accede to formalities for Chinese people an additional Croatian visa, which is somewhat encouraging. visa, which is somewhat encouraging. an additional Croatian Striving to become a Schengen state visa and simplifying or waiving the Republic of Croatia 2017). So, for those Chinese tourists who originally originally tourists who Chinese those 2017).for Croatia So, Republic of the way, without by the Croatia visit can they visas, Schengen apply for plan to holders of valid Schengen documents, as well as of the national visas and visas national the as of as well documents, Schengen valid of holders residence permits of Bulgaria, Cyprus, and Romania do not require an additional (Croatian) visa to enter Croatia” (Ministry of Foreign Affairs of on the website of the Croatian Embassy in Beijing, “All visitors who are 4 236 000 43 045 10 162 -0,4 2014 4 254 000 43 516 10 228 -1,1 2013 4 269 000 43 959 10 297 -2,2 2012 10 446 -0,3 2011 4 283 000 44 737 10 479 -1,7 2010 4 296 000 45 022 Growth rates (unit: %) Gross domestic product per capita (unit: euro) Gross domestic product, market prices (unit: million euro) Total population Table 1: Gross Domestic Product, Annual Calculation Table 1: Gross Domestic Product, Source: Croatian State Bureau of Statistics 2015. and recession in Croatia (See Table 1). Yet the gross domestic product per product domestic gross the Yet 1). Table (See Croatia in recession and as capita in 2014 that Croatia is rated still exceeds 10,000 indicating euros, a developed country as before. of Croatia, the annual gross domestic product of Croatia has been gross domestic product the annual of Croatia, continuously decreasing, reflecting the on-going economic depression Croatia the 2015 with Statistical of the Republic In accordance Yearbook Continuous economic depression and significance of tourism industry in Tourism statisticsTourism Opportunity analysis Opportunity paying with credit cards in Croatia. We may look forward to the opening service in Croatia. of the China UnionPay rate, Croatia is not in a rush to join the euro zone. We might as well wait in payment services open to is likely China UnionPay Meanwhile, and see. of enjoy the convenience tourists can so that Chinese the future, Croatia in Due to the continuous economic depression and high unemployment and high unemployment depression economic the continuous Due to Looking forwardLooking service to the UnionPay of China opening in Croatia

XXIII (78) - 2017 Vol.XVIII, No. 66 - 2012 178 Vol.XVIII,XXIII No. (78) 66 - -2017 2012 179 17.2% 264 000 177 000 61 000 2014 13 128 000 1 505 000 11 623 000 1 989 000 1 102 000 1 061 000 1 019 000 661 000 630 000 441 000 429 000 256 000 . Therefore, . The number of number The 74 000 159 000 42 000 2013 12 434 000 1 485 000 10 948 000 1 932 000 1 067 000 1 017 000 968 000 652 000 636 000 449 000 389 000 220 000 418 000 307 000 174 000 47 000 155 000 43 000 10 369 000 1 853 000 1 054 000 1 051 000 946 000 647 000 544 000 2012 11 835 000 1 466 000 tourism industry accounted for accounted industry tourism total tourist arrivals have been steadily on steadily been have arrivals tourist total 395 000 256 000 151 000 33 000 132 000 22 000 9 927 000 1 661 000 1 100 000 1 150 000 893 000 638 000 495 000 2011 11 456 000 1 529 000 14 and up to 18.1% in 2015 (See Table 3) 13 000 133 000 18 000 147 000 606 000 454 000 388 000 241 000 1 017 000 1 018 000 810 000 1 493 000 9 111 000 1 525 000 2010 10 604 000 tourism industry is really crucial and significant in Croatia, especially f total GDP in 20 total f Japan China USA Korea, Republic of United Kingdom Poland France Austria Czech Republic Slovenia Italy tourists Germany tourists Foreign Total Domestic Table 2: Tourist Arrivals by Country of Residence Table 2: Tourist Arrivals Source: Croatian State Bureau of Statistics 2015. the inbound tourism. the percentage of receipts from the from receipts of percentage the o the rise, reaching more than 13 million in 2014 (See Table 2). Table (See 2014 in million 13 than more reaching rise, the The in 2014. domestic tourists of that 10 times than is more tourists foreign 2014. And its population in as many as of tourists is 3 times total number However, in the meantime, the meantime, the in However, Germany, times in 2015. In terms times in 2015. In 2015 (Preliminary data) 2015 (Preliminary 43 845 7 949.8 18.1 a significant document “On Speeding situation of Chinese group tourists and situation of Chinese group r industry of China. It is quite a favourable industry of r 7 402.3 17.2 2014 43 060 Czech Republic and Poland. These countries of China issued Share of tourism in overall tourism of Share economy in % GDP (in million euro) GDP (in million Travel related revenues (in million euro) Table 3: Travel related revenues related 3: Travel Table China is a huge strategic tourist source market to be explored and market source strategic tourist China is a huge cultivated. However, the current tourism market. Outbound Tourism in 2016” (China Association of Travel Services 2016), 117 million person reached tourists China’s outbound world’s largest outbound China has become the of absolute number, China is a sizable customer China’s of Development the of Report “Annual the to people. According market, with a population of 1.4 billion positioned as the strategic pilla strategic positioned as the policy. The State Council The up the Development of Tourism” in 2009. For the first time tourism was Attaching much importance to the of potential exploration Chinese tourist source market outnumbering Japanese tourists for the first time. outnumbering Japanese tourists were estimated at 61 000, accounting for just 0.46% arrivals of tourist total And tourists 000. that 177 were arrivals tourist Japanese contrast, By year. of South Korea increased drastically in 2014 and amounted to 264 000, Although Chinese tourists are growing continually, the absolute figure is far from satisfactory. In 2014, tourist arrivals the total Chinese in Croatia Slovenia, Italy, Austria, the are mostly Distance close to or adjacent to Croatia. located in Europe, Asia. and America arrivals from less tourist are There element. critical is a Source: Ministry of Tourism of the Republic of Croatia 2016. Source: Ministry of Tourism arrivals come from tourist foreign In 2014, the most numerous

XXIII (78) - 2017 Vol.XVIII, No. 66 - 2012 180 Vol.XVIII,XXIII No. (78) 66 - -2017 2012 181 ocal Chinese ocal ency in Croatia, focusing on sightseeing trips in Eastern Europe, ency in Croatia, focusing on sightseeing Consequently, much importance should be attached to the exploration the to should be attached importance much Consequently, of potential Chinese tourist source market. agencies in Europe, such as the Panda of Germany, Mandarin Voyages of France, Omega and Wang Dynasty of Great Britain. Croatia is Chinese travel usually not included in the itineraries of renowned backpackers. They usually travel to the surrounding countries, such as countries, surrounding the travel to usually backpackers. They Therefore, visit Croatia. would like to they and then Italy, Austria, Hungary, not specially and deliberately. they visit Croatia just by the way, The individual Chinese tourists are mainly those who are living, studying, who individual mainly those The Chinese tourists are Some are visiting in Croatia or in Europe. working, relatives or friends Zagreb, Pula, Poreč, Opatija, Plitvička jezera, Dubrovnik. Zadar, Trogir, Split and travel ag mainly Croatia and Hungary. Its classic 8-day itinerary in Croatia includes Taiwanese in Croatia. Limea Travel (Limea Travel Zagreb D.O. 2017) is the only l However, the above stated rule does not apply does not to tourist agencies in However, the above stated rule Taiwan. They can cooperate with any Croatian agency. I do find some to organize group tourist travel, and there is a list of Croatian agencies in Croatia. to receive Chinese tourist groups that are certified group tourism, organized only by certified travel agencies. It is not open for open not is It agencies. travel certified by only organized tourism, group certified are that agencies of list a made has China yet. tourism individual going abroad at their own expense in 2003. going abroad at of form the takes Croatia to holiday trip or sightseeing the present, At a Memorandum of Understanding between the Ministry of Tourism of of Tourism between the Ministry of Understanding a Memorandum a result, in 2003. As China of Administration Tourism State the and Croatia Croatia was listed as a tourist destination country for Chinese citizens The Republic of Croatia and the People’s Republic of China signed China of Republic People’s the and Croatia of Republic The individual tourists in Croatia is not inspiring. is in Croatia tourists individual therefore, can never therefore, may establish its representative and and representative may establish its 3 http://business.croatia.hr/en-GB/Croatian-national-tourist-board/Representative-

I think the positioning of tourism in Croatia must be rather unique, tourism in Croatia must be rather positioning of I think the and-branch-offices More information is available information at More 3 The Croatian National Tourist Board branch office in China, and set up an official Chinese website, making it Besides, I’d like to recommend differentiated intensify tourism promotion and publicity in China. activities for Croatia to cater to the group psychology of Chinese consumers. cater to the group psychology of tend to be rich and diversified. How to ingeniouslysimple, direct and easily one understandable Here I suggest tourism? package Croatian of Europeans”, which can most popular resort slogan, “the marketing (Wikipedia 2017), one of theory, the founders and pioneers Croatia of resources tourist the However, differentiated. and characteristic of positioning Obsessed and enlightened by the positioning theory of Jack Trout Jack of theory positioning by the enlightened Obsessed and Positioning accurately and doing muchPositioning promotion and publicity in China be a selling point indeed. It is peaceful and picturesque. And it is very And is peaceful and picturesque. It indeed. be a selling point and promotion, marketing of safe. The importance be overstressed. Croatia boasts 15 UNESCO intangible cultural heritages, 8 UNESCO cultural cultural heritages, Croatia boasts 15 UNESCO intangible heritages, which is fantastic and can heritage sites, and 2 UNESCO natural thus somewhat turbulent and unsafe. However, those who have been have who those However, unsafe. and turbulent somewhat thus let Hence, above all, we must it, with no exception. to Croatia all like called Croatia. is a beautiful country that there know Chinese people Chinese people know very little about Croatia, or even misunderstand know very little about Croatia, Chinese people former from separated been just has Croatia mind, their In Croatia. Yugoslavia after the War of Independence, and is now still in chaos, and Chinese people knowing veryknowing Chinese people Croatia little about Brand popularity Threat Threat analysis

XXIII (78) - 2017 Vol.XVIII, No. 66 - 2012 182 Vol.XVIII,XXIII No. (78) 66 - -2017 2012 183 , , etc. www.ctrip.com in China may have it published may have it published in China www.springtour.com , concerned www.lvmama.com films,collaborating with well-known Chinese film directors to tour is most lucrative and promising. Furthermore, try to attract incentive the product, high-end a Being Croatia. to trip a with employees big Chinese companies to reward their exploration section of Chinese tourism websites, such as section of Chinese tourism websites, such exploration www.tuniu.com, Promotion on the internet cannot be underestimated either. Post the Post either. be underestimated cannot internet the on Promotion destination the advertisements onto and tourism materials promotional the audience. If possible, provide scenic films for Chinese TV stations, have stations, TV Chinese for films scenic provide possible, If audience. the China. in commercials TV broadcast and China, in transmitted clips video Marco Polo was born in Korčula, Croatia. Both can be incorporated into broadening thus documentaries, and programs educational and scientific In addition, work on special television programs together with Chinese In addition, work on special together television programs counterparts. For example, the renowned engineer and inventor Nikola and traveler Croatia. And the famous merchant in Smiljan, Tesla was born stars, sports stars and talents, inviting them to hold weddings or other events other hold weddings or to them stars, sports stars and talents, inviting in Croatia, thus well popularizing Croatian local conditions and customs. Board may finance a reputable TV station in China to come to Croatia to Croatia to come to China in station TV reputable a finance may Board shoot scenic shoot movies in Croatia. Besides, cooperate with Chinese celebrities, film The publicity of TV programs is most intense. The Croatian National Tourist Croatia. The tourism bureau tourism The Croatia. to launch a book arrange to author the with cooperate and China in to more Chinese people. publicize Croatia secret garden of Europe (Hrvatska, tajni vrt Europe)”, written by Mr. Xu Huili. It is a helpful and informative book for Chinese self-service tourists in agencies both in China and Europe. agencies both in all help of a book, “Croatia, independently, with the I toured over Croatia media is direct and practical. More brochures, pamphlets, pamphlets, More brochures, direct and practical. print media is Traditional and in both English literature promotional albums, and other picture should be placed Chinese travel centers and information in tourism Croatia. easier for Chinese tourists to acquire updated tourism information about about information tourism updated to acquire tourists Chinese for easier

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XXIII (78) - 2017 Vol.XVIII, No. 66 - 2012 184 Vol.XVIII,XXIII No. (78) 66 - -2017 2012 185 http://whc. the Event https://en.wikipedia. Who’s Who in the [Accessed 2 August 2 August [Accessed ) received her MA from . [online]. Available at: [online]. . . [online]. Available . [online]. at: [Accessed 2 August 2017]. [Accessed 2 August [Accessed 2 August 2017]. [Accessed Jack Trout World Heritage List Heritage World [email protected] ( unesco.org/en/list/ org/wiki/Jack_Trout unesco.org/culture/ich/en/state/croatia-HR 2017]. World in 2016. International Business and Economics in 2012. She has been included in the 33rd Edition of Marquis’ academic papers on SSCI, EI and CSSCI journals in recent years, and also won the Bilingual Teaching of Shanghai University of Award Excellent Teaching and the Quality Award Hotel Management, Traditional Chinese Culture and A Hotel Management, Traditional Guides. She has published for Tour Simulated Course and Tourism Management School, Shanghai University of Shanghai School, Management Tourism and International Business and bilingual Economics. courses on She inter-cultural Business Communication, mainly gives Wang Qian Fudan University and is Associate Professor at Wikipedia, Wikipedia, 2017. UNESCO, 2017. 2017. UNESCO,