TOURIST DESTINATION MARKETING ON THE EXAMPLE OF ISTRIAN COUNTY

Tema Završnog rada je marketing turističke destinacije na primjeru Istarske županije.U radu je pojašnjen sam pojam turističke destinacije te način upravljanja marketingom destinacije. Na konkretnom primjeru Istarske županije prikazan je marketing turističke destinacije kroz analizu stanja, segmentaciju i izbor ciljnog tržišta, marketing miks te izbor strategije marketinga.Theme of this thesis is tourism destination marketing on the example of Istrian County. In thesis it is explained the concept of tourist destination and the way of managing the marketing of tourist destination. On the specific example of Istrian County, it is shown the tourism destination marketing through the situation analysis, segmentation and target market, marketing mix as well as the adequate marketing strategy