Significance of Events in Forming a Competitive Destination's Tourist Product: Case Study: Varaždin Špancirfest

Abstract

Purpose -The purpose of the paper is to explore the possibilities for improvement of the existing tourist offer of Varaždin on the example of Špancirfest as one of the fastest growing tourist events in Croatia through stronger inclusion of the elements of material and non-material heritage. Methodology -The empirical research was conducted during the Špancirfest in 2016 by using a structured questionnaire. Data analysis was conducted with the use of SPSS 21 statistical package. Mann-Whitney U Test and Pearson Coefficient of Correlation, Kruskal-Wallis Test were used in order to determine the influence of observed parametres of the analysis on the value of the observed categories. Other scientific methods that were used are historical method, method of induction and deduction, method of conclusion, desk-research and others. Findings -In order to improve the existing offer of Špancirfest, it is necessary to determine the habits, desires and satisfaction of visitors of Špancirfest, and based on them to form a new developmental and marketing strategy of Varaždin and North-West Croatia. Contribution -Based on studying the relevant scientific literature, secondary statistical indicators and conducted empirical research, the developmental guidelines were created with a goal of further improvement of event intended to all destination stakeholders with a particular accent on the need of stronger inclusion of heritage elements into the current tourist product with a goal of its preservation and strengthening recognizability and uniqueness of event on the tourist market.