Marketing plan for package travel in the area of Novalja

Završni rad naslova Marketinški plan za turističke paket aranžmane na području Novalje odabran je iz razloga što je Novalja, sa svjetski poznatom plažom Zrće, jedna od najpopularnijih party destinacija u Republici Hrvatskoj, ali i na Mediteranu. Također, destinacija je poznata po prirodnim ljepotama i kulturnoj baštini od kojih se ističu lunjski maslinici i arheološka baština. No, kao glavni adut turističke ponude svakako se ističe Zrće. Novalja je tako postala turističkim odredištem zabave i kulture s očuvanom prirodom. Kako je Novalja popularna party destinacija, u radu je izvršeno izviđajno istraživanje s ciljem utvrđivanja potreba i želja turista za dodatnim uslugama u okviru party turizma. Istraživanjem se došlo do zaključka kako na lokaciji nedostaje paket-aranžmana koji uključuju krstarenje brodom uz organizirani posjet turističkim atrakcijama u kombinaciji s party programom na brodu i na Zrću. Kao model za razvoj linije paket-aranžmana na temu party cruisinga, razvijen je koncept itinerara u trajanju od sedam dana. Cilj je ovoga završnog rada ukazati na razvojni potencijal grada Novalje i okolice, a koji je vezan za cruising i party turizam. U radu su prikazani koraci marketinškog plana s konkretnom idejom novoga turističkog proizvoda prikazanom kroz marketinški miks proizvoda. Ideja o razvoju novog proizvoda paket-aranžmana nastala je uslijed istraživanja tržišta i detektiranja potreba na odabranoj destinaciji. Marketinški plan rađen je prema modelu sličnih ponuda paket-aranžmana cruising party turizma na Mediteranu. Na temelju marketinškoga plana kreiran je marketinški miks novog proizvoda i u konačnici, proizvod je lansiran.The town of Novalja with the world-famous beach Zrće is one of the most popular party destinations in Croatia as well as in the Mediterranean. Also, the destination is known for its natural beauties and cultural heritage, which are characterized by luneval olive groves and archeological heritage. But Zrće is the main tourist attraction. Novalja has thus become a tourist destination of entertainment and culture with preserved nature. In this paper, research has been conducted to identify the needs and wishes of tourists for additional services within party tourism. The study concluded that there is a package tours missing on the location that include cruise ships with an organized visit to tourist attractions combined with party programs on board and Zrće. As a model for the development of a package tours on party cruising, the concept of a seven-day itinerary was developed. The aim of this final work was to point out the development potential of Novalja and its surroundings, related to cruising and party tourism. Throughout the work are presented the steps of the marketing plan with the specific idea of a new tourist product presented through marketing mix of products. The idea of developing a new product package tours was due to market research and detection of needs at the chosen destination. The marketing plan was developed according to a model like the cruise party package for tourism in the Mediterranean. Based on the marketing plan, a marketing mix of a new product was created and, ultimately, a product launch