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Plan Razvoja Turizma Pelješca PLAN RAZVOJA TURIZMA PELJEŠCA Zagreb, svibanj 2011. 1 Plan razvoja turizma Pelješca Naručitelj: TZ općine Orebić TZ općine Janjina TZ općine Ston TZ općine Trpanj Voditelj projekta: Dr. sc. Ivo Kunst Autori: Dr. sc. Ivo Kunst Dr. sc. Renata Tomljenović 2 1. UVOD ........................................................................................................................................................ 5 1.1. POZADINA PROJEKTA ........................................................................................................................ 5 1.2. PRISTUP PROJEKTU ........................................................................................................................... 5 1.3. CILJEVI PROJEKTA ............................................................................................................................. 7 1.4. METODOLOGIJA PROJEKTA ............................................................................................................... 8 1.5. PROGRAM ISTRAŽIVANJA I RADIONICA .............................................................................................. 8 1.6. STRUKTURA I NAČIN IZVOðENJA PROJEKTA ..................................................................................... 9 2. ANALIZA POSTOJEĆEG STANJA ....................................................................................................10 2.1. OPĆI PODACI O PELJEŠCU ...............................................................................................................10 2.2. INFRASTRUKTURA .............................................................................................................................15 2.3.T URISTIČKI RESURSI I ATRAKCIJE .....................................................................................................18 2.4. SRATEŠKI DOKUMENTI OD INTERESA ZA TURIZAM PELJEŠCA .........................................................36 2.5. ANALIZA KONKURENTNOSTI TURISTIČKOG SEKTORA PELJEŠCA ....................................................38 3. ANALIZA TRŽIŠTA ..............................................................................................................................42 3.1. GLOBALNI KVANTITATIVNI TRENDOVI ...............................................................................................42 3.2. MEDITERAN .......................................................................................................................................42 3.3. ZNAČAJKE TURISTIČKOG PROMETA U HRVATSKOJ .........................................................................44 3.4. ZNAČAJKE TURISTIČKOG PROMETA U DUBROVAČKO -NERETVANSKOJ ŽUPANIJI ...........................45 3.5. ANALIZA I VALORIZACIJA DOSTIGNUTOG STUPNJA RAZVOJA TURIZMA NA PELJEŠCU ...................46 3.6. PROFIL POSJETITELJA DUBROVAČKO -NERETVANSKE ŽUPANIJE ....................................................51 3.7. KVALITATIVNI TRŽIŠNI TRENDOVI OD INTERESA ZA PROMIŠLJANJE RAZVOJA TURIZMA NA PELJEŠCU U DOLAZEĆEM RAZDOBLJU ....................................................................................................52 3.8. TRŽIŠNA PERSPEKTIVA .....................................................................................................................55 3.9. ZAKLJUČAK ANALIZE TRŽIŠTA ..........................................................................................................55 4. SWOT ANALIZA ....................................................................................................................................56 4.1. UVOD .................................................................................................................................................56 4.2. RESURSI , ATRAKCIJE I PRIRODNI UVJETI ..........................................................................................57 4.3. DOSTUPNOST I INFRASTRUKTURA ....................................................................................................58 4.4. RAZVIJENOST TURISTIČKOG SEKTORA .............................................................................................59 4.5. EKONOMSKO I POSLOVNO OKRUŽENJE ............................................................................................60 4.6. UMREŽAVANJE S DRUGIM GOSPODARSKIM SEKTORIMA ..................................................................60 4.7. LJUDSKI POTENCIJALI .......................................................................................................................61 4.8. MARKETING I PROMIDŽBA .................................................................................................................62 4.9. ORGANIZACIJA , UPRAVLJANJE I POTICANJE TURISTIČKOG RAZVOJA .............................................63 4.10. ZAKLJUČCI SWOT ANALIZE ..........................................................................................................64 5. STRATEŠKA VIZIJA, MISIJA I CILJEVI RAZVOJA .....................................................................66 5.1. OPĆI KONTEKST I OSNOVNI RAZVOJNI PRINCIPI ...............................................................................66 5.2. METODOLOGIJA I PRISTUP ................................................................................................................66 5.3. STRATEŠKE SMJERNICE ZA RAZVOJ TURIZMA .................................................................................67 5.4. VIZIJA I MISIJA TURISTIČKOG RAZVITKA PELJEŠCA .........................................................................68 5.5. STRATEŠKI RAZVOJNI CILJEVI ..........................................................................................................69 5.6. ZAKLJUČNA RAZMATRANJA .............................................................................................................73 6. KONCEPCIJA RAZVOJA TURIZMA PELJEŠCA ...........................................................................74 6.1. UVODNE NAZNAKE ............................................................................................................................74 6.2. KONCEPT DIFERENCIJACIJE - KLJUČNA ODREDNICA ZA EFIKASNO I DUGOROČNO ODRŽIVO STRUKTURIRANJE TURIZMA PELJEŠCA ....................................................................................................74 6.3. PRIJEDLOG TURISTIČKOG STRUKTURIRANJA PROSTORA PELJEŠCA ..............................................75 6.4. PROGRAMSKI ASPEKT TURISTIČKOG RAZVOJA PELJEŠCA .............................................................79 3 6.6. TRŽIŠNO POZICIONIRANJE PELJEŠCA ..............................................................................................85 6.7. PRIMARNI TURISTIČKI PROIZVODI PELJEŠCA ...................................................................................90 6.8. PRIMARNA TURISTIČKA TRŽIŠTA PELJEŠCA ....................................................................................96 7. ZAKLJUČCI I PREPORUKE .............................................................................................................103 4 1. UVOD 1.1. Pozadina projekta U želji da povećaju ekonomske učinke turizma te osiguraju preduvjete za njegov tržišno održiv i planski usmjeravan razvoj na području svoje ingerencije, turističke zajednice općina Orebić, Janjina, Ston i Trpanj povjerile su Institutu za turizam, Zagreb, izradu dokumenta „Plan razvoja turizma Pelješca“. Respektirajući potrebe i razvojne preferencije lokalnih žitelja, a vodeći računa o kvalitativnim značajkama postojeće resursno-atrakcijske osnove i ograničenja koja proizlaze iz potrebe zaštite okoliša i socio-demografske strukture, Plan razvoja turizma Pelješca trebao bi predstavljati ključni dokument za efikasno upravljanje turističkim razvojem poluotoka Pelješca u razdoblju od sljedećih 10 godina. Na temelju uobičajene meñunarodne metodologije izrade regionalnih strategija razvoja turizma, ovaj je plan strukturiran na sljedeći način: • Pristup projektu • Analiza situacije • Analiza tržišta • SWOT analiza • Potencijalno ograničavajući činitelji turističkog razvoja • Strateška vizija, misija i ciljevi • Koncepcija turističkog razvoja • Zaključci i preporuke 1.2. Pristup projektu Dogañaju se Kao rezultat prilagoñavanja turističke industrije svjetskim ekonomskim, fundamentalne tehnološkim, komunikacijskim, informacijskim, demografskim, klimatskim, promjene u sociopsihološkim i drugim promjenama, mijenjaju se pravila igre i ključni turizmu činitelji uspjeha u turističkoj industriji, o čemu svjedoči pojava sve većeg broja novih destinacija na globalnoj turističkoj karti. Promjene u duljini i kvaliteti života, radnom vremenu, životnim stilovima i preferencijama, načinu izbora i kupovanja turističkih putovanja, a posebno cijene avio karata, revolucionarno mijenjaju do jučer prevladavajući obrazac jednokratnih putovanja zbog godišnjih odmora. Diversifikacija i stalne inovacije proizvoda, doživljaji i emocije, potraga za novim iskustvima, putovanja zbog kulture i obrazovanja postali su novi standardi i tržišne činjenice bez kojih više nije moguće dugoročno opstati u globalnoj turističkoj industriji. Turizam danas S oko 5 tisuća smještajnih jedinica i oko 790 tisuća ostvarenih turističkih predstavlja noćenja u komercijalnim objektima u 2010. godini (podaci DZS), Pelješac nedovoljno raspolaže s oko 2,0% ukupnog smještajnog kapaciteta Dubrovačko- iskorišteni neretvanske županije u kojima je realizirano oko 1,6% svih turističkih potencijal noćenja županije. Jasno je, dakle, da Pelješac, usprkos svojoj izuzetno Pelješca kvalitetnoj resursnoj osnovi
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