MODERN MARKETING APPROACHES AND TOOLS IN CULTURAL TOURISM ON THE EXAMPLE OF CITY OF DUBROVNIK

Turizam je gospodarska grana koja ima značajnu ulogu kako na pojedinačna gospodarstva tako i na globalno gospodarstvo. Turistička ponuda proizvoda i usluga, pa tako i turističkih destinacija je vrlo diversificirana te mnogobrojna, upravo zbog zahtjeva za zadovoljavanjem potreba krajnjih korisnika odnosno posjetitelja. S razvojem tehnologije i sve većom informatizacijom i turističke se aktivnosti mijenjaju, kako s aspekta ponuditelja turističkih proizvoda i usluga tako i s aspekta potrošača. Zahtijevaju se pravovremene i pouzdane informacije koje imaju karakteristiku osobnog pristupa. Generalizirane informacije namijenjene širokom spektru korisnika od strane ponuditelja ne smatraju se nužno pouzdanima te krajnji korisnici traže dodatne iskustvene informacije temeljem kojih će se stvoriti percepcija o poželjnosti turističke destinacije. Upravo zahtjevi korisnika za individualnim i personaliziranim informacijama rezultiraju primjenom suvremenih marketinških alata u turizmu ali i u drugim sektorima. Društvene mreže postaju jedan od ključnih načina informiranja o proizvodima i uslugama. Uz društvene mreže intenzivno se u marketinškim aktivnostima koriste i mobilni marketing, e-marketing, lokacijske aplikacije. Dubrovnik je hrvatska najpoznatija turistička destinacija te je jedna od top turističkih destinacija i na globalnoj razini. Ponuda turističkih proizvoda i usluga Dubrovnika je vrlo široka: more i sunce, prirodne ljepote, gastro turizam, etno turizam, sportski turizam, charteri i kruzing turizam, kulturni turizam... U radu će se analizirati kulturni turizam grada Dubrovnika te uporaba suvremenih marketinških metoda i efikasnosti istih.Tourism is an economic branch that has a significant role both in individual economies and in the global economy. The supply of tourism products and services, including tourist destinations, is very diversified and numerous, precisely because of the requirement to satisfy the needs of visitors. With the development of technology and increasing computerization, tourism activities are also changing, both from the point of view of providers of tourist products and services and from the point of view of consumers. The consumers require information which are timely and reliable, but also personalized. Generalized information intended for a wide range of users by the provider is not necessarily considered reliable, and consumers are looking for additional experiential information on the basis of which the perception of the desirability of the tourist destination will be created. It is precisely the user's requests for individual and personalized information that results in the application of modern marketing tools in tourism as well as in other sectors. Social networks are becoming one of key ways of informing about products and services. In addition to social networks, mobile marketing, e-marketing, location applications are also intensively used in marketing activities. Dubrovnik is Croatia's most famous tourist destination and is one of the top tourist destinations on a global level as well. Dubrovnik's offer of tourist products and services is very wide: sea and sun, nature, gastro tourism, ethnic tourism, sports tourism, charter and cruise tourism, cultural tourism... The paper will analyze the cultural tourism of the city of Dubrovnik and the use of modern marketing methods and their efficiency