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Ivo Andrijanić Natalija Parlov COMPARATIVE ANALYSIS OF DOI: 10.1515/aet-2016-0013 ORIGINAL SCIENTIFIC PAPER Ivo Andrijanić COMPARATIVE ANALYSIS OF Natalija AMERICAN AND EUROPEAN Parlov YACHTSMAN PROFILE FOR BETTER MARKETING PLACEMENT OF CROATIA AS TOURISM DESTINATION ABSTRACT: Countries develop their nautical taking into account their different demographic tourism depending on their nature potentials and and sociographic profile. The research and 147 resources and in line with their national economic comparative analysis conducted in American Turistica, Et Acta Economica strategies. The main development determinant and European yacht clubs showed significant is a national strategy as the basis of all plans and differences in selection of tourism destinations activities. The nautical tourism development based on demographic and sociographic profile of encourages tourism destination development and yachtsmen in specific geolocation. The purpose of impacts on economic and social sustainability. this work is to prepare the comparative analysis of Nautical tourism is a specific form of modern the European and American yachtsmen profiles, tourism trends whose extremely important and which will serve to create targeted strategic 101-236 2, pp. 2 (2016), No. Vol highly profitable economic influence is largely marketing model of attracting foreign yachtsmen in visible in numerous multiplicative effects. selection of their holiday tourism destination. The Renown world researches prove that nautical conclusions of this research show that Croatia has tourism is one of the most important economic still not fully capitalized its potential in the nautical activities in tourism sector, perceived in Croatia tourism sector and that the more comprehensive as one of the most competitive tourism products. market segmentation is necessary in the process of The objective of this paper is to point at the planning how to attract foreign yachtsmen. necessity of differentiation of communication strategy and marketing placements towards KEY WORDS: nautical tourism, marketing, target markets focused on attracting yachtsmen communication strategy Ivo Andrijanić, PhD, Libertas International University, Zagreb, Croatia e-mail: [email protected] Natalija Parlov, PhD candidate, Libertas International University, Zagreb, Croatia; University of Zadar, Zadar, Croatia; Parlov Ltd. Market Intelligence, Zagreb, Croatia; Adriacon Group Inc., New York, USA e-mail: [email protected] Ivo Andrijanić, Natalija Parlov COMPARATIVE ANALYSIS OF AMERICAN AND EUROPEAN YACHTSMAN PROFILE FOR BETTER MARKETING PLACEMENT OF CROATIA INTRODUCTION Article 52, which stipulates that: “Nautical tourism denotes the navigation and accommodation of Nautical tourism in the coastal area of ​​Croatia dates tourists – yachtsmen on vessels (yacht, boat, etc.), from the end of the 14th and the first half of the 20th as well as their stay in nautical ports for rest and century. Registered historical nautical visits include recreation”. This definition has the purpose to the visit of the Austrian Archduke Karl Stephan regulate and define the nautical tourism as an in the yacht Ossero in 1899 in Poreč; the visit of economic activity. In order to describe the activities German Emperor Wilhelm the Second with his of the nautical tourism, Article 53 of the Law defines wife Augusta Victoria in the yacht Hohenzollern in and groups the services of nautical tourism as: 1908 in Pula; the visit of Montenegrin King Nikola 1. lease of space on the well-maintained and the First in the Petrovic yacht Roumija in 1911 in partially or completely protected coastline Brijuni; Austro-Hungarian heir to the throne Franz (hereinafter: berth) for accommodation of vessels Ferdinand and his wife Sofia in the ship Lacroma and yachtsmen staying in them; 148 in 1912 to Rovinj; Italian Nobel Prize winner 2. lease of vessels for recreation (charter, Acta Economica Et Turistica, Et Acta Economica Guglielmo Marconi in the yacht Elettra in 1932 cruising, etc.); in Brijuni; English King Edward the Eighth with a friend Wallis Simpson in 1936 in the NAHLIN 3. skipper services; yacht cruise, during which they visited Bay of 4. accommodation, safeguarding and maintenance Kotor, Dubrovnik, Rab and other places. of vessels berthed in sea and on land; Nautical tourism developed more significantly 5. services of supplying yachtsmen (with water, in the early 1970s, by establishing ACI marinas fuel, food, spare parts, equipment); Vol 2 (2016), No. 2, pp. 101-236 2, pp. 2 (2016), No. Vol and popularization of yachting. In modern times, 6. equipping and preparing of vessels; nautical tourism has increasingly been becoming a 7. provision of various information to yachtsmen topic of scientific research; therefore, it is necessary, (weather forecast, nautical guides, etc.) due to statistical analysis, scientific terminology 8. sailing schools, training for skippers and and better orientation in the new research field, boat operators; to provide a clear and unambiguous definition of nautical tourism. Nautical tourism is a selective 9. other services for nautical tourism form of tourism which ensures at least 180-210 days (Luković, 2007). of business activities in the year, while, in relation to Complete definition of nautical tourism takes hotel capacity, the turnover of the invested capital is into account all elements which condition and much more dynamic (Jugović et al., 2011). define it. Based on the revenues that are turned According to the general understanding, nautical over in this way, nautical tourism is one of the tourism denotes a specific form of tourism more profitable forms of tourism for any tourist characterized by the movement of tourist boats receptive country. It is the form of modern sports on the sea or river including their landing in ports and recreation and entertainment travel by yachts and marinas, and includes the entire infrastructure and luxury boats. International exchange is always in ports and marinas necessary for their landing. functionally connected with the domestic market, According to classification, we divide nautical international market and economic interventions tourism into nautical tourism ports, charter and (Andrijanić and Pavlović, 2012). cruising (Luković, 2007). In Croatia, nautical tourism has great advantages, Nautical tourism, as well as tourism, is regulated climate and environmental conditions (moderate by Law on Tourism (Official Gazette, No. 8/96), winds and moderate waviness of the sea), favourable Ivo Andrijanić, Natalija Parlov COMPARATIVE ANALYSIS OF AMERICAN AND EUROPEAN YACHTSMAN PROFILE FOR BETTER MARKETING PLACEMENT OF CROATIA maritime position, naturally protected bays, In the Pacific Northwest, the most popular place indented coastline. In the last three decades, for sailing is the San Juan Islands, which consist nautical tourism has been one of the most of two hundred islands. From this direction, developing sectors in Croatian and European the navigation passage leads through Canadian economy. It is estimated that during the cruising, waters all the way to Alaska. Pacific Southwest yachtsmen spend several times more funding than offers warmer waters, especially in the Bay of classic guests at the top of the summer season, San Francisco or Southern California. Ports and when the services are most expensive. Revenues marinas of the United States are of high standard, are generated from the collection of permanent or they are numerous and well-equipped, but their transit berth on sea or on the coast, repairing and berth fees are high. One must pay attention to maintenance services, renting rooms and vessels the choice of the marina especially in Florida (charter), services of sailmakers and upholsterers, where almost a quarter of all thefts of vessels in shopping and catering services, the sale of gas, etc. the country take place. The weather conditions dictate nautical season in America; given the size 149 Nautical tourism is a phenomenon that has had of the navigation space, weather conditions vary Turistica, Et Acta Economica one of the biggest development rates in the past and one needs great experience and caution in three decades in the world and in the Croatian tourist navigation (hurricanes, waves and local economy. Economic forecasters of tourism microclimate). development agree that nautical tourism is in its initial development period and that the high results are still expected. Many yachtsmen come OBJECTIVE to Croatia from Western Europe, while the growth trend of yachtsmen from Central Europe 101-236 2, pp. 2 (2016), No. Vol With significant fluctuations in the financial market is increasing. With the rise of living standard and and subsequent rise of the dollar, Mediterranean the end of the economic crisis in Europe, more journeys have become very accessible and and more vessels are being purchased and leased, interesting to an average American sailor (Parlov whereas the vessel traffic in our sea has increased. et al, 2016). As noted above, the purchase and Gradually, there has been bigger offer of ships lease of the vessels increased in Europe, as well (yachts) for rent (charter), which has further as the number of European nautical tourists. In expanded the market of potential demand for order to strengthen the potential of attracting this type of cruise (Parlov et al, 2016). American and European tourists, this paper will American nautical tourism also boomed in the 70’s define main characteristics of profiles of American of the last century, when nautical associations that and European yachtsmen. The purpose
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