MARKETING REVIEW ON DENTAL TOURISM OF THE REPUBLIC OF CROATIA

Dentalni turizam u kratkom vremenu postaje brzorastući trend koji je veoma zastupljen u Hrvatskoj te se naziva i „budućnost hrvatskog turizma“. U završnom radu se objašnjavaju karakteristike i važnost dentalnog turizma, kako u svijetu, tako i u Republici Hrvatskoj, te povezanost dentalnih usluga s turističkom ponudom. Prikazuje ga se kroz marketinški splet te se na temelju odabranih primjera sa područja Republike Hrvatske prolazi kroz njihov način poslovanja i promoviranja. Na kraju rada analizira se SWOT analiza odabranih primjera kako bi se uvidjele pojedine prilike, prijetnje, snage i slabosti koje se pojavljuju u poslovanju klinika u dentalnom turizmu.In a short time, dental tourism becomes a fast-growing trend that is very common in Croatia and is also called the "future of Croatian tourism". The final paper explains the characteristics and importance of dental tourism, both in the world and in the Republic of Croatia, and the connection of dental services with the tourist offer. It is presented through a marketing mix and, based on selected examples from the territory of the Republic of Croatia, goes through their way of doing business and promoting. At the end, a SWOT analysis of selected examples is getting analyzed in order to identify individual opportunities, threats, strengths and weaknesses that are appearing in the business of clinics in dental tourism