POLUGE U KREIRANJU SPECIJALIZIRANOG TURISTIČKOG PROIZVODA: Lucius Artorius Castus/Kralj Arthur u Podstrani pored Splita

Abstract

The attractiveness, originality, authenticity and relevance of the content of a new specialized tourist product are prerequisites for successful commercialization and the creation of a potential destination icon. In tourism practice, an approach is still common in which the primary focus is on the content of the specialized product offer, ignoring the importance of scientific authenticity and relevance of the content in light of current trends. The paper presents a business case for designing and developing a specialized tourist offer using the example of a small destination Podstrana, near town of Split in Croatia. The concept of multiple levers in development was used to contribute to the visibility, attractiveness, originality, authenticity and relevance of new content on the global tourism market. The presented model of using multiple levers is more widely applicable, especially for new destination content that is intended to be used as destination icons. The research was conducted through a descriptive analysis of secondary data following the many years of experience of the authors involved in this original tourism story. The subject of the research is the analysis of multiple levers in the development of a new specialized tourist product, and the research problem is the argumentation of the justification for their use in tourism practice. The limitation of the research is that it was conducted without surveying visitors. In terms of the provability of the elaborated theses in the paper, this was not necessary, given that the new destination content presented has been recognized on the global tourism market in previous years, and has already attracted new segments of tourists to this tourist destination.