NONPROFIT MARKETING IN KOPAČKI RIT NATURE PARK AS TOURIST DESTINATION

Eastern part of the Republic of Croatia as a tourist destination is not fully valorized yet, despite its natural values and rich cultural heritage. Stronger contribution to touristic development could be ensured by Kopački rit Nature Park as potentially great tourist attractor. Its flora and fauna attract people for educational and tourist reasons. Tourism in nature parks has certain limitations due to primary goals which are protection and preservation of nature together with sustainable management of nature resources and ensuring an undisturbed course of natural processes. The aim of this research is to emphasize importance of marketing tools implementation in process of tourist activities development. Through application of marketing techniques and especially nonprofit marketing, primary goals related to nature protection can be harmonized with development of self-financing through tourism activities. Research was conducted by using case study methodology. Relevant persons for the topic were interviewed and from collected information SWOT analysis was made which may be used for policy suggestions in process of creation adequate tourist products and services together with ensuring quality education for visitors and minimizing visitors influence on natural resources. Key words: Kopački rit, protected areas, tourism in nature parks, nonprofit marketing.

NONPROFIT MARKETING IN KOPAČKI RIT NATURE PARK AS TOURIST DESTINATION

Eastern part of the Republic of Croatia as a tourist destination is not fully valorized yet, despite its natural values and rich cultural heritage. Stronger contribution to touristic development could be ensured by Kopački rit Nature Park as potentially great tourist attractor. Its flora and fauna attract people for educational and tourist reasons. Tourism in nature parks has certain limitations due to primary goals which are protection and preservation of nature together with sustainable management of nature resources and ensuring an undisturbed course of natural processes. The aim of this research is to emphasize importance of marketing tools implementation in process of tourist activities development. Through application of marketing techniques and especially nonprofit marketing, primary goals related to nature protection can be harmonized with development of self-financing through tourism activities. Research was conducted by using case study methodology. Relevant persons for the topic were interviewed and from collected information SWOT analysis was made which may be used for policy suggestions in process of creation adequate tourist products and services together with ensuring quality education for visitors and minimizing visitors influence on natural resources. Key words: Kopački rit, protected areas, tourism in nature parks, nonprofit marketing.