DUBROVNIK AS A CRUISE DESTINATION (Current trends and development strategies)

Atraktivni kulturno-povijesni i prirodni resursi, razvijenost turističke i lučke infrastrukture i dobar geografski položaj prednosti su Dubrovnika kao kruzerske destinacije. Danas je Dubrovnik, prema broju pristajanja brodova, peta tranzitna luka na Mediteranu i nezaobilazni dio itinerara svjetskih kruzerskih kompanija. Temeljno obilježje kruzerskoga turizma u Dubrovniku je sezonsko. Velika dnevna koncentracija putnika na relativno ograničenom gradskom prostoru uglavnom u šestomjesečnom razdoblju (svibanj-listopad) stvara probleme koji su izuzetno složeni. Postavlja se pitanje u kojemu smjeru dugoročno razvijati Dubrovnik kao kruzersku destinaciju u kontekstu globalnih trendova i održivog razvoja. U radu se istražuju promjene u mjesečnoj, tjednoj i dnevnoj dinamici putnika i ticanja brodova, vremenu pristajanja brodova, prosječnom stajanju u luci u Dubrovniku u razdoblju 2013.- 2017., trendovi na tržištu pomorskih krstarenja i predlaže model razvoja Dubrovnika kao kruzerske destinacije. Nalazi ukazuju na pozitivne i negativne trendove, na potrebu rješavanja postojećih problema upravljanja potražnjom i destinacijskim proizvodom. Dubrovnik, da bi iskoristio prilike, a prijetnje sveo na minimum, treba razvijati kao kruzerski centar, tj. kao tranzitnu i baznu luku uz implementaciju strategije diferencijacije. Takav razvoj zahtijeva proaktivno djelovanje svih dionika izravno i neizravno uključenih u kruzerski turizam, daljnja ulaganja u lučku i gradsku infrastrukturu i suprastrukturu, u poboljšanje turističke ponude, u bolju prometnu dostupnost ali i veće razumijevanje građana. Više nego dosad, valja razvijati Dubrovnik kao baznu luku, što bi bilo korisno za luku i za dubrovački turizam.Attractive cultural, historical and natural resources, development of the tourist and port infrastructure and good geographic position are the advantages of Dubrovnik as a cruise destination. Today, Dubrovnik is the fift h transit port on the Mediterranean, and the essential part on the itineraries of cruise companies. The main characteristic of cruise tourism in Dubrovnik is its seasonality. Large daily concentration of passengers on a relatively limited urban area mostly in the six-month period (May-October) creates problems that are extremely complex. This situation brings forward the issue of the long-term development strategy of Dubrovnik as a cruise destination in the context of global trends and sustainable development. The paper analyses changes in the monthly, weekly and daily dynamics of passenger and ship calls, the time of calls, average stays in the port, etc. in Dubrovnik in the period 2013-2017. It also analyses the trends on the world cruise market and suggests a model of developing Dubrovnik as a cruise destination. The results point to positive and negative trends, and to the need of addressing existing problems of managing demand and destination products. In order to take advantage of opportunities and minimalize the threats, Dubrovnik should be developed as a cruise centre, i.e. as a transit and home port, with the implementation of a differentiation strategy. Such a development requires the proactive action of all stakeholders directly and indirectly involved in cruise tourism, further investment in port and city infrastructure and superstructure, improvement of tourism offer, improvement of traffic accessibility as well as of understanding by the citizens. The development of Dubrovnik as a home port would be useful as a business orientation for the port and for Dubrovnik tourism