Page 71 - Studia Universitatis Hereditati, vol. 5(1) (2017)
P. 71
ia universitatis Road distance The largest European diving markets are:
swot analysis of potentials of diving tour ism and underwater her itage ... 71 Lošinj is available in the markets of Italy UK, Germany, France, Italy, the Nether-
(SJ), Austria, Slovenia and Germany (J) within lands, Poland, Sweden.
3-6h driving.
Of these, Losinj has been positioned as a
Emitive destination markets very popular tourist destination on the Ger-
man, Slovenian and Italian market, which fa-
In 2015, 1,827,232 overnights were realized and cilitates the promotion of diving tourism in
89% were foreign and 11% of domestic tourists. In these markets. The road availability of these
the arrival of foreign tourists, Slovenes (27%), Ger markets enables the marketing of marketing
mans (23%) and Italians (16%) are the most nu activities to a diving product of short breaks
merous. The dominant form of tourist transport is throughout the year.
a car (70%), followed by a bus (13%) while the share
of other means of transportation is negligible. With regard to airline connections it is pos-
sible to set up as a target market for UK and
Sweden on long-term.
Table 3: SWOT
STRENGHTS WEAKNESSES
- favorable climatic conditions - low airborne out-of-season availability
- attractive marine flora and fauna such as dolphins and sea tur- - the absence of a no-take zone
tles - legal regulations do not support the development of diving
- air and road accessibility of several emission markets (sewage ships)
- developed diving tourism as an additional offer in the destina- - diving clubs are not willing to pay diving concessions at under-
tion water archeological sites
- developed an additional offer such as underwater photography - a small number of ship wrecks
courses, archeology and diving for children - weak promotion and sales management- complete absence of
- ancient cultural heritage with a unique European attraction of marketing and sales of diving centres in terms of online channels
the Apoksiomeon Museum
- destination Management on Antiquity THREATS
- the existence of attractions Underwater Historic Park - ecological degradation of the underwater (fish catch)
- the existence of hyperbaric chamber for emergency cases - gradual retardation of competition
- Croatia is recognized as a diving destination on the broadcast- - the growth of other diving Mediterranean destinations
ing markets - insufficient marketing activity in target markets
- significant number of underwater archaeological sites from the - the lack of a clearly shaped tourist product
period of antiquity - inability to conclude concessions for underwater antique sites
- attractive brand: Island of vitality between diving centers and the Ministry of Culture of the Re-
- a large number of different attractions and contents for chil- public of Croatia
dren that can attract a profile of divers traveling with families
- variety of hotel accommodation facilities
- developed offer of active tourism
OPPORTUNITIES
- international certification of bigger number of diving centres
- diversification of diving offer
- introduction of a no-take zone
- the possibility of changing legal regulations regarding ship sei-
zure
- the possibility of introducing new attractive services at diving
centers
- development of diving centers in the direction of all-inclusive
offers for divers or
creating special all-inclusive offers in cooperation with hotels
- the introduction of new airline lines to the emerging markets
swot analysis of potentials of diving tour ism and underwater her itage ... 71 Lošinj is available in the markets of Italy UK, Germany, France, Italy, the Nether-
(SJ), Austria, Slovenia and Germany (J) within lands, Poland, Sweden.
3-6h driving.
Of these, Losinj has been positioned as a
Emitive destination markets very popular tourist destination on the Ger-
man, Slovenian and Italian market, which fa-
In 2015, 1,827,232 overnights were realized and cilitates the promotion of diving tourism in
89% were foreign and 11% of domestic tourists. In these markets. The road availability of these
the arrival of foreign tourists, Slovenes (27%), Ger markets enables the marketing of marketing
mans (23%) and Italians (16%) are the most nu activities to a diving product of short breaks
merous. The dominant form of tourist transport is throughout the year.
a car (70%), followed by a bus (13%) while the share
of other means of transportation is negligible. With regard to airline connections it is pos-
sible to set up as a target market for UK and
Sweden on long-term.
Table 3: SWOT
STRENGHTS WEAKNESSES
- favorable climatic conditions - low airborne out-of-season availability
- attractive marine flora and fauna such as dolphins and sea tur- - the absence of a no-take zone
tles - legal regulations do not support the development of diving
- air and road accessibility of several emission markets (sewage ships)
- developed diving tourism as an additional offer in the destina- - diving clubs are not willing to pay diving concessions at under-
tion water archeological sites
- developed an additional offer such as underwater photography - a small number of ship wrecks
courses, archeology and diving for children - weak promotion and sales management- complete absence of
- ancient cultural heritage with a unique European attraction of marketing and sales of diving centres in terms of online channels
the Apoksiomeon Museum
- destination Management on Antiquity THREATS
- the existence of attractions Underwater Historic Park - ecological degradation of the underwater (fish catch)
- the existence of hyperbaric chamber for emergency cases - gradual retardation of competition
- Croatia is recognized as a diving destination on the broadcast- - the growth of other diving Mediterranean destinations
ing markets - insufficient marketing activity in target markets
- significant number of underwater archaeological sites from the - the lack of a clearly shaped tourist product
period of antiquity - inability to conclude concessions for underwater antique sites
- attractive brand: Island of vitality between diving centers and the Ministry of Culture of the Re-
- a large number of different attractions and contents for chil- public of Croatia
dren that can attract a profile of divers traveling with families
- variety of hotel accommodation facilities
- developed offer of active tourism
OPPORTUNITIES
- international certification of bigger number of diving centres
- diversification of diving offer
- introduction of a no-take zone
- the possibility of changing legal regulations regarding ship sei-
zure
- the possibility of introducing new attractive services at diving
centers
- development of diving centers in the direction of all-inclusive
offers for divers or
creating special all-inclusive offers in cooperation with hotels
- the introduction of new airline lines to the emerging markets
