Acta Economica Et Turistica, Vol 2 (2016), No. 2, pp. 101-236 147 DOI: 10.1515/aet-2016-0013 DOI: [email protected] e-mail: [email protected] e-mail: and sociographic profile. The research and and sociographic profile. The research comparative analysis conducted in American and European yacht clubs showed significant differences in selection of tourism destinations profile ofbased on demographic and sociographic purpose ofyachtsmen in specific geolocation. The analysis ofthis work is to prepare the comparative profiles,the European and American yachtsmen which will serve to create targeted strategic yachtsmen inmarketing model of attracting foreign Theselection of their holiday tourism destination. Croatia hasconclusions of this research show that the nauticalstill not fully capitalized its potential in tourism sector and that the more comprehensive process ofmarket segmentation is necessary in the planning how to attract foreign yachtsmen. nautical tourism, marketing, KEY WORDS: communication strategy taking into account their different demographic COMPARATIVE ANALYSIS OF ANALYSIS COMPARATIVE AMERICAN AND EUROPEAN PROFILE YACHTSMAN FOR BETTER MARKETING OF CROATIA PLACEMENT AS TOURISM DESTINATION PhD candidate, Libertas International University, Zagreb, Croatia; University of Zadar, Zadar, Croatia; , PhD, Libertas International University, Zagreb, Croatia Countries develop their nautical Parlov Ltd. Market Intelligence, Zagreb, Croatia; Adriacon Group Inc., New York, USA Natalija Parlov, visible in numerous multiplicative effects. visible in numerous multiplicative effects. nautical Renown world researches prove that tourism is one of the most important economic in Croatiaactivities in tourism sector, perceived products.as one of the most competitive tourism at the The objective of this paper is to point necessity of differentiation of communication strategy and marketing placements towards target markets focused on attracting yachtsmen activities. The nautical tourism development activities. The nautical tourism development andencourages tourism destination development impacts on economic and social sustainability. modern Nautical tourism is a specific form of andtourism trends whose extremely important largelyhighly profitable economic influence is ABSTRACT: andtourism depending on their nature potentials economicresources and in line with their national strategies. The main development determinant plans and is a national strategy as the basis of all Ivo Andrijanić ORIGINAL SCIENTIFIC PAPER ORIGINAL SCIENTIFIC Ivo Andrijanić Ivo Natalija Parlov Article 52, which stipulates that: “Nautical tourism which stipulates that: Article 52, and accommodation of denotes the navigation on vessels (yacht, boat, etc.), tourists – yachtsmen in nautical ports for rest and as well as their stay has the purpose to recreation”. This definition the nautical tourism as an regulate and define 4. accommodation, safeguarding and maintenance of vessels berthed in sea and on land; water, 5. services of supplying yachtsmen (with fuel, food, spare parts, equipment); 6. equipping and preparing of vessels; yachtsmen7. provision of various information to (weather forecast, nautical guides, etc.) and 8. sailing schools, training for skippers boat operators; 9. other services for nautical tourism (Luković, 2007). takes Complete definition of nautical tourism and into account all elements which condition are turned define it. Based on the revenues that one of the over in this way, nautical tourism is more profitable forms of tourism for any tourist receptive country. It is the form of modern sports and recreation and entertainment travel by yachts and luxury boats. International exchange is always functionally connected with the domestic market, international market and economic interventions (Andrijanić and Pavlović, 2012). In Croatia, nautical tourism has great advantages, climate and environmental conditions (moderate winds and moderate waviness of the sea), favourable economic activity. In order to describe the activitieseconomic activity. In Article 53 of the Law definesof the nautical tourism, of nautical tourism as: and groups the services the well-maintained and 1. lease of space on protected coastline partially or completely for accommodation of vessels (hereinafter: berth) and yachtsmen staying in them; 2. lease of vessels for recreation (charter, cruising, etc.); 3. skipper services;

th Croatia dates and the first half of the 20 and the first half of th century. Registered historical nautical visits includecentury. Registered Archduke Karl Stephan the visit of the Austrian in 1899 in Poreč; the visit of in the yacht Ossero Wilhelm the Second with his German Emperor in the yacht Hohenzollern inwife Augusta Victoria of Montenegrin King Nikola1908 in Pula; the visit yacht Roumija in 1911 inthe First in the Petrovic heir to the throne FranzBrijuni; Austro-Hungarian LacromaFerdinand and his wife Sofia in the ship winner in 1912 to Rovinj; Italian Nobel Prize in 1932 Guglielmo Marconi in the yacht Elettra within Brijuni; English King Edward the Eighth NAHLINa friend Wallis Simpson in 1936 in the Bay of yacht cruise, during which they visited Kotor, Dubrovnik, Rab and other places. Nautical tourism developed more significantly marinas in the early 1970s, by establishing ACI times, and popularization of yachting. In modern According to the general understanding, nauticalAccording to the general understanding, tourism denotes a specific form of tourism characterized by the movement of tourist boats on the sea or river including their landing in ports and marinas, and includes the entire infrastructure in ports and marinas necessary for their landing. According to classification, we divide nautical tourism into nautical tourism ports, charter and cruising (Luković, 2007). Nautical tourism, as well as tourism, is regulated by Law on Tourism (Official Gazette, No. 8/96), nautical tourism has increasingly been becoming anautical tourism has increasingly been is necessary,topic of scientific research; therefore, it due to statistical analysis, scientific terminology field, and better orientation in the new research ofto provide a clear and unambiguous definition a selective nautical tourism. Nautical tourism is 180-210 daysform of tourism which ensures at least in relation toof business activities in the year, while, capital ishotel capacity, the turnover of the invested much more dynamic (Jugović et al., 2011). INTRODUCTION the coastal area of ​​ Nautical tourism in from the end of the 14 from the end of the Ivo Andrijanić, Natalija Parlov Parlov Natalija Andrijanić, Ivo FOR BETTER PROFILE OF CROATIA MARKETING PLACEMENT YACHTSMAN OF AMERICAN AND EUROPEAN ANALYSIS COMPARATIVE

Acta Economica Et Turistica, Vol 2 (2016), No. 2, pp. 101-236 148 Acta Economica Et Turistica, Vol 2 (2016), No. 2, pp. 101-236 149 Ivo Andrijanić, Natalija Parlov Parlov Natalija Andrijanić, Ivo The research of this paper relies on data collected in the work of authors Parlov, Nikolić and Lisec (2016). For the purpose of their work, the authors carried out a survey of participants on the American charter market. The survey was conducted during OBJECTIVE marketWith significant fluctuations in the financial and subsequent rise of the dollar, Mediterranean and journeys have become very accessible (Parlov interesting to an average American sailor and et al, 2016). As noted above, the purchase as well lease of the vessels increased in Europe, In as the number of European nautical tourists. order to strengthen the potential of attracting paper will American and European tourists, this of Americandefine main characteristics of profiles of this and European yachtsmen. The purpose work is to present the necessity to differentiate communication strategy and marketing investments towards American and European markets. METHODOLOGY the choice of the marina especially in Florida especially in Florida the choice of the marina of all thefts of vessels in where almost a quarter conditions the country take place. The weather the size dictate nautical season in America; given vary of the navigation space, weather conditions caution in and one needs great experience and and local tourist navigation (hurricanes, waves microclimate). In the Pacific Northwest, the most popular place most popular place Northwest, the In the Pacific Juan Islands, which consist for sailing is the San From this direction, of two hundred islands. leads through Canadian the navigation passage to Alaska. Pacific Southwest waters all the way especially in the Bay of offers warmer waters, California. Ports and San Francisco or Southern States are of high standard, marinas of the United and well-equipped, but their they are numerous One must pay attention to berth fees are high. COMPARATIVE ANALYSIS OF AMERICAN AND EUROPEAN YACHTSMAN PROFILE FOR BETTER PROFILE OF CROATIA MARKETING PLACEMENT YACHTSMAN OF AMERICAN AND EUROPEAN ANALYSIS COMPARATIVE Florida Keys to Maine and provides safe navigation in sheltered waters near the Atlantic. maritime position, naturally protected bays, protected bays, position, naturally maritime In the last three decades, indented coastline. been one of the most nautical tourism has in Croatian and European developing sectors that during the cruising,economy. It is estimated times more funding thanyachtsmen spend several top of the summer season, classic guests at the most expensive. Revenues when the services are the collection of permanent orare generated from or on the coast, repairing andtransit berth on sea renting rooms and vessels maintenance services, sailmakers and upholsterers,(charter), services of of gas, etc.shopping and catering services, the sale has hadNautical tourism is a phenomenon that the pastone of the biggest development rates in Croatian three decades in the world and in the economy. Economic forecasters of tourism is in development agree that nautical tourism the high its initial development period and that comeresults are still expected. Many yachtsmen the to Croatia from Western Europe, while Europegrowth trend of yachtsmen from Central andis increasing. With the rise of living standard more the end of the economic crisis in Europe, and leased, and more vessels are being purchased increased.whereas the vessel traffic in our sea has of ships Gradually, there has been bigger offer further (yachts) for rent (charter), which has for expanded the market of potential demand this type of cruise (Parlov et al, 2016). in the 70’sAmerican nautical tourism also boomed thatof the last century, when nautical associations started withregulate the market of nautical tourism their registration. The territory of United States of America stretches from the East to the West coast of North America. The main water surfaces that surround this country are the Atlantic Ocean to the east, the Pacific Ocean to the west, the Gulf of Mexico to the south and the Great Lakes in the northwest. Long coastlines offer great places for sailing. Nautical tourism is the most developed on the East Coast, which can be rounded from the of age). In this group, about 20 percent were 20 percent were this group, about of age). In have university degree or married, 95 percent 37 percent are employed higher education, and Both groups spent more at managerial positions. in the last year. Both groups than a week sailing in nautical tourism in showed great interest recognized destinations of Europe. The most based on the booking, American charter tourist, Italy, Turkey, Mallorca, are: Greece, Croatia, 2016). France (Parlov et al, of Demographic Profile European Charter Tourist coastline, Europe has a 70,000-kilometer-long total of 1.75 with more than 4,000 marinas with a 70 percent million berths. It should be noted that and of the world charter takes place in Europe area, theremost of it in the Mediterranean. In this which in are 407 marinas with 175,000 berths, (Parlov average amount to 429 berths per marina of et al, 2016). Per country, the representation Spain (84), the marina is as follows: Italy (148), Turkey Croatia (53), France (46), Greece (40), (3). (26), Malta (4), Slovenia and Montenegro that According to available data, it is evident European charter yacht booking differs between Europeanand American charter tourists. Namely, just charter tourists book their charter boats the season. before the summer season or during more The available data for Croatia show that book than 80 percent of Italian charter tourists close to the time of arrival to their holiday close to the time of arrival to their holiday destination (Parlov et al, 2016). The demographic profile of European charter tourists is quite similar to the profile of American tourists. They are highly educated; most of them their boat during the summer season (July- their boat during the summer season tourists August), while 94 percent of German make reservations before the season, but relatively close to the time of arrival. Based on this data, we can conclude that in contrast to American tourists who book their boats months ahead, European nautical tourists make their reservations relatively of charter tourists between 20 and 37 years of charter tourists between 20 and 37 years who fall into this group have certain demographic characteristics - over 80 percent of them are married, more than 85 percent have university education, 50 percent are employed at managerial positions. Another group of respondents belongs to the so-called millennium generation (population and 9-11 years of age (by 16%). On average, the and 9-11 years of age (by 16%). On average, old, whileyoungest person on board was 31 years sailedthe oldest was 51. In 51.7 percent, yachtsmen yachtsmenwith their friends, while 25 percent of sailed sailed with their families. 15 percent workwith their partner, 5.3 percent with their trip.colleagues, and 1.8 percent was on a school Only one percent decided to sail alone. into two The U.S. nautical tourists are divided the entiremain groups that explain 95 percent of the so- population of nautical tourists, especially called charter tourists (people who rent a boat for a specified period of time). The first group is called the baby boom generation (population between 50 and 68 years of age). Respondents from the age of 5-6 years (26%) and those from 7-8from the age of 5-6 years (26%) and those RESULTS RESULTS Demographic Profile of the U.S. Charter Tourist AmericanMore than 90 percent of all journeys of Thecharters were related to leisure and recreation. boat for largest number of yachtsmen book their of vesselsmonths in advance. The largest number with threein the U.S. charter refers to sailing boats vessel, the or four cabins. In terms of the age of of vessels charter market has the largest number 2015 and survey questionnaires were sent by survey questionnaires 2015 and addresses of American e-mail to the available and associations dealing withcharter associations to the all offices of Croatianboat rental as well as in the U.S. market. Anothereconomic diplomacy in this paper includes foreignsource of data used books, professional andand domestic literature: and other sources. scientific papers, Internet Ivo Andrijanić, Natalija Parlov Parlov Natalija Andrijanić, Ivo FOR BETTER PROFILE OF CROATIA MARKETING PLACEMENT YACHTSMAN OF AMERICAN AND EUROPEAN ANALYSIS COMPARATIVE

Acta Economica Et Turistica, Vol 2 (2016), No. 2, pp. 101-236 150 Acta Economica Et Turistica, Vol 2 (2016), No. 2, pp. 101-236 151 Ivo Andrijanić, Natalija Parlov Parlov Natalija Andrijanić, Ivo provides consumers with accurate and interactive insight into the offer while maximizing their awareness (Parlov et al, 2016). (GDS), but mostly Internet and new media media (GDS), but mostly Internet and new it is a (Parlov et al, 2016). On the other hand, functions set of economically organized business and aimed at the rational and planned operations of these development as well as improvement create and phenomena and activities in order to 2010). increase income (Favro and Kovačić, Given that the Croatian economic diplomacy whose is in theory a widely developed system for purpose is to provide services of importance interests, the development of Croatian economic the while in practice it is in its beginnings, an efficient conclusion is that we should establish resource for system that will be a major logistical the promotion of Croatian nautical tourism on the international market. Traditional marketing that involves the promotion of products and services with insufficient market personalization of communication strategies carries with it significant financial burden with little return on investments. This is why the emphasis is on the development of Internet marketing which DISCUSSION AND DATA ANALYSIS AND DATA DISCUSSION distribution can result in Well-managed channel of the destination. Efficiency,bigger market share and economy of scale experience, specialization of the channel. contribute to the significance (2011) mentions functions Telišman-Košuta in the process of delivery ofwhich are performed to the costumers: informing, goods and services promoting, negotiating, contacting, adapting, and risk taking. Economic delivering, financing instrument which establishesdiplomacy is just one networks economic relations in the international economic in order to fulfil and realize national interest (Bilandžić and Baron, 2013). tourism The usual channels for distribution of products are travel agencies, tour operators, and specialists, representatives, consortiums systems reservation systems, global distribution

COMPARATIVE ANALYSIS OF AMERICAN AND EUROPEAN YACHTSMAN PROFILE FOR BETTER PROFILE OF CROATIA MARKETING PLACEMENT YACHTSMAN OF AMERICAN AND EUROPEAN ANALYSIS COMPARATIVE is 78-171 euros per day (Marušić, 2013). As already mentioned in the objectives of this work, the American nautical tourists show great interest for sailing in the Mediterranean and Croatia as a nautical destination has opportunity to increase its share of American visitors. Beside the natural beauties, the comparative advantage of Croatia is definitely the political turmoil in countries (Turkey, Greece) which are Croatian main competitors in nautical tourism. sailors have visited Croatia over three times and sailors have visited Croatia over three stayed 14 nights; and their average consumption a turnover of 800 million euros and the plan the plan a turnover of 800 million euros and kunas is to reach annual earnings of 15 billion of by 2019. The Strategy predicts construction in existing 5,000 new berths in the next 10 years positioned ports, 5,000 on new locations equally and 5,000 along the Croatian coast and islands, on the coast places for accommodation of vessels (Marušić, 2013). of When looking at the demographic data the nautical tourists in Croatia by gender The predominant share are men (76 percent). are thosemost common nautical tourists by age between 30 and 49 years of age (57 percent). andMost of them arrive from Germany, Austria have Italy; over 80 percent of charter tourists foreign higher education; over 80 percent of and relatively good connections with Europe. and relatively good a total of about 35,000 berths,Croatia currently has 21,000), which includes nautical ports (around sports portsports open to public traffic (5,000), and (8,500) (Marušić, 2013). generated In 2008, nautical tourism in Croatia Croatia adopted the Nautical Tourism DevelopmentCroatia adopted the to improve the status of CroatiaStrategy which seeks for this type of tourism. Ouras a top destination European tourists, which ismarket is targeted at of its geographic positionunderstandable because are married and have managerial positions within and have managerial are married their companies. Tourism Croatian Nautical As we have already mentioned, the age of the the age of the already mentioned, As we have tourists shows that the population of nautical about a destination is closely basic information and digital media. Internet linked to the Internet serves to obtain information is the medium that Following the specifics of overall tourist product Following the specifics of overall tourist of the most and the nautical tourism as such, one important elements of their development are climate conditions. Climate conditions influence navigation plans, length of stay in a holiday destination and all recreational activities. According to the data obtained, the comparative advantage of nautical tourism in Croatia lies in the beauty of its nature and landscape, the safety of tourists, the rich gastronomic offer, good connections with the mainland, good transport availability of the starting port, a growing number about the destination that they want to visit that they want to visit about the destination (Parlov et al, 2016). society, competitive In the hyper-connected is more important than destination identity can be more dynamically ever. Also, this identity today. The integrationtransformed and constructed developmentof e-marketing in the general tourism especially strategy is essential (UNWTO, 2014), nautical in the strategy of the development of tourism, whose target group collects information points out mostly over the Internet. This work media to the underutilized potentials of digital can also for this group of tourists. Improvements and SEO be made in a better design of web sites provide(search engine optimization) which should searchclarity, visibility and recognition for targeted E-mail phrases in the local internet domains. level, marketing should be brought to a higher and most since it has proved to be the cheapest 2014). Theeffective strategy in tourism (UNWTO, agencies experiences of various international travel by the suggest that the best results are achieved structured approach which includes e-marketing, applicationse-mail marketing, the development of andfor the target groups, destination applications, applications for various aspects of tourism. paper presents a platform to place Croatia as paper presents a platform to place Croatia as the top nautical tourism destination in Europe in a better, faster and more successful way. The advantage of this study is in the analysis of the characteristics of the tourist population interested in nautical tourism. American, but also European tourists, it is it is American, but also European tourists, of necessary to define the main opportunities nautical promotion and placement of Croatian of the tourism on the U.S. market, regardless in thisactivities of Croatian economic diplomacy geographical area. With the brief overview of basic demographic conclude data of nautical tourists one can easily that are that it is a part of the tourist population educated and on average younger, affluent, highly destination. ultimate consumers in their domestic Regardless of the current marketing trends in ranking Croatia as a top destination for nautical tourism, it is evident that there is enough room for improvement. Despite the official Croatian Nautical Tourism Development Strategy, this nautical industry (production of navigation units fornautical industry (production of navigation maintenance,tourism, manufacturing of equipment, of newreconstruction of existing and construction toports and harbours, etc.) and services provided 2010). sailors and their boats (Favro and Kovačić, attractingIn order to strengthen the potential of (Parlov et al, 2016). Nautical tourism is interesting(Parlov et al, 2016). Nautical tourism is demandfor the economy because of its specific in theand related expenditures which are reflected holiday destination. The currently dominant imageholiday destination. that continually and market communications image are among the key emphasize such an to new consumer limitations in penetration specific travel needs andsegments, which have contribute to lengtheningpreferences that may this sense, Croatia has tothe tourist season. In its branding system, publicput a special focus on mediarelations and the shift towards electronic By using mainly traditional communication mainly traditional By using itself mainly as seachannels, Croatia represents destination and in the touristand summer tourist recognized as a summer market it is primarily Ivo Andrijanić, Natalija Parlov Parlov Natalija Andrijanić, Ivo FOR BETTER PROFILE OF CROATIA MARKETING PLACEMENT YACHTSMAN OF AMERICAN AND EUROPEAN ANALYSIS COMPARATIVE

Acta Economica Et Turistica, Vol 2 (2016), No. 2, pp. 101-236 152 Acta Economica Et Turistica, Vol 2 (2016), No. 2, pp. 101-236 153 Ivo Andrijanić, Natalija Parlov Parlov Natalija Andrijanić, Ivo American nautical (charter) tourists, it is importantAmerican nautical (charter) tourists, it using new to turn to marketing and branding by media. New media are the basis of connectivity tourist and communication of this part of the we can population and through their utilization nauticalcreate new channels to promote Croatian andtourism. Efficiency, experience, specialization ofeconomy of scale contribute to the significance mentions the channel. Telišman-Košuta (2011) process of functions which are performed in the costumers: delivery of goods and services to the informing, contacting, adapting, promoting, risk taking. negotiating, delivering, financing and and In that way, we are creating better, cheaper a nautical more efficient placement of Croatia as a hugedestination. At the end, we should mention a nautical comparative advantage of Croatia as with thedestination – clean sea, good connections privatemainland, and growing number of berths, marinas and harbours. The market race to place Croatian nautical The market race to of Croatia, having in mindtourism goes in favour countries which are Croatianpolitical turmoil in in nautical tourism (Turkey, main competitors on the Greece). As already mentioned, based and socio-demographic profiles of European and related expenditures which are reflected in are reflected in expenditures which and related (production of navigation the nautical industry of equipment, units for tourism, manufacturing of existing and maintenance, reconstruction ports and harbours, etc.) construction of new to sailors and their boats and services provided 2010). (Favro and Kovačić, COMPARATIVE ANALYSIS OF AMERICAN AND EUROPEAN YACHTSMAN PROFILE FOR BETTER PROFILE OF CROATIA MARKETING PLACEMENT YACHTSMAN OF AMERICAN AND EUROPEAN ANALYSIS COMPARATIVE CONCLUSION encouragesThe development of nautical tourism and the development of tourist destination influences economic and social sustainability. modern Nautical tourism is a specific form of role and tourism, has very significant economic expressedhigh profitability, which are especially through numerous multiplicative effects. room for We can conclude that there is enough Croatian improving marketing and branding of interesting nautical tourism. Nautical tourism is demand for the economy because of its specific With significant fluctuations in the financial marketWith significant fluctuations in the financial and subsequent rise of the dollar, Mediterranean and journeys have become very accessible (Parlov interesting to an average American sailor et al, 2016). of small ports for landing, excellent climate and climate and for landing, excellent of small ports These all are attributes thatpreserved environment. for nautical tourists and are of great importance in digital marketing. should be more represented Croatia indeed has a With its natural beauty, require manipulation or falseproduct that does not but it definitely has largepresentation of its quality, to offer its product in a and underused potential transparent and easily accessibleway that it is clear, Better on-line booking needsto the nautical tourist. again opens a new unused to be ensured which on-line marketing. potential for developing Tourism and hospitality management, 17(2), 175-186. Ivo Andrijanić, Natalija Parlov Parlov Natalija Andrijanić, Ivo FOR BETTER PROFILE OF CROATIA MARKETING PLACEMENT YACHTSMAN OF AMERICAN AND EUROPEAN ANALYSIS COMPARATIVE MARUŠIĆ, E. (2013), “Nautički turizam i strateško i strateško MARUŠIĆ, E. (2013), “Nautički turizam at: http:// planiranje u nautičkom turizmu RH”. Available www.pfst.unist.hr/uploads/3%20NT%20i%20Stratesko% 20planiranje%20u%20NT.pdf LISEC,PARLOV, NATALIJA; NIKOLIĆ, GORDANA; the CroatianKLARA (2016), “Feasibility of the Release of Journal of Nautical Charter on the American Market”. Business Paradigms, Rijeka, Croatia . TELIŠMAN-KOŠUTA, N. (2011), Destinacijski marketing Skripta. Zagreb: Zagrebačka škola za menadžment LITERATURE PAVLOVIĆ, D. (2012), ANDRIJANIĆ, I. AND trgovine. Zagreb: Plejada Menadžment međunarodne BARUN, I. (2013), “Poslovna BILANDŽIĆ, M. AND Gospodarska diplomacija u RH”.znanja u funkciji razvoja: Tržište, 25 (1): 77-96 COMMISSION AND WORLDEUROPEAN TRAVEL (2014), Handbook on TOURISM ORGANIZATION Destination – Fully revised and E-marketing for Tourism Madrid: UNWTO, Madrid extended version 3.0. M. (2010), Nautički turizam iFAVRO, S. AND KOVAČIĆ, luke nautičkog turizma. Split: Ogranak Matice Hrvatske Split A. (2011). JUGOVIĆ, A., KOVAČIĆ, M., HADŽIĆ, Tourism “Sustainable Development Model for Nautical Ports”. Available at: http://hrcak.srce.hr/75211 definiranje i LUKOVIĆ, T. (2007), “Nautički turizam, razvrstavanje”. UDK

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