Functionality of the nautical sector before, during and after the crisis caused by the disease COVID-19

Cilj ovog istraživanja bio je, na temelju dobivenih rezultata, iznijeti određene prijedloge namijenjene poduzećima koja posluju u nautičkom sektoru u smislu poboljšanja poslovanja. Konkretno, analizira se utjecaj pandemije na nautički sektor u financijskom smislu. Sektor nautike okarakteriziran je kao multifunkcionalan, stoga se smatra i vrlo profitabilnom industrijom. Globalizacija je imala golem utjecaj na današnje turističke trendove, kao i na pojavu novih turista. Taj pokret posebno je naglasila pandemija bolesti COVID-19, koja je dodatno naglasila već užurbanu digitalizaciju. Tehnološke i digitalne inovacije budućnost su u svim granama turizma, pa tako i u nautičkom turizmu. Hrvatska posjeduje prirodne adute za razvoj te vrste turizma, ali kvalitetom, opremljenošću i samom infrastrukturom još zaostaje za drugim zemljama. Istraživanje je pokazalo da je pandemija utjecala na poduzeća nautičkog turizma izravno uzrokovavši pad prometa i prihoda zbog vladinih ograničenje i straha turista od zaraze te neizravno rast troškova. Vrhunac pada prometa zabilježen je u 2021. godini, nakon čega se bilježi rast. Međutim, u narednoj godini očekuje se oporavak, pa čak i rekordni rast. Osnovna sredstva prilagodbe pandemiji pružanje su sredstva za zaštitu od zaraze i prakticiranje društvenog distanciranja. Sredstvo prilagodbe koje ostaje i nakon pandemije, a potaknuto je istom implementacija digitalnog marketinga.The aim of this research was, on the basis of the obtained results, to present certain proposals intended for companies operating in the nautical sector in terms of business improvement. Specifically, the impact of the pandemic on the nautical sector in financial terms is analyzed. The nautical sector is characterized as multifunctional, therefore it is considered a very profitable industry. Globalization has had a huge impact on today\u27s tourism trends as well as on the appearance of new tourists. This movement was especially emphasized by the COVID-19 disease pandemic, which further emphasized the already busy digitization. Technological and digital innovations are the future in all branches of tourism, including nautical tourism. Croatia has natural assets for the development of this type of tourism, but it still lags behind other countries in terms of quality, equipment and infrastructure. The research showed that the pandemic affected nautical tourism companies directly through a drop in traffic and income due to government restrictions and tourists\u27 fear of infection, and indirectly through an increase in costs. The peak of the decline in traffic was recorded in 2021, after which growth is recorded. However, recovery and even record growth is expected in the coming year. The basic means of adapting to a pandemic are the provision of means of protection against infection and the practice of social distancing. A means of adaptation that remains even after the pandemic, and was prompted by it, the implementation of digital marketing