The Effects of Digital Promotion Investment in Croatia's Tourism Product

Abstract

The growing interest of foreign tourists in Croatia's tourism offerings could be attributed to the Croatian National Tourist Board (CNTB) increased promotional efforts, with special emphasis on digital ones. Based on the data provided, the authors' aim is to determine the state and potential of utilizing online channels to enhance their effectiveness in online promotion. The data analyzed in this paper enable the authors to suggest trends concerning the choice of digital platforms for communication and intensity of further investments. Quantitative secondary data used and analyzed in this paper are collected from the official CNTB website and also official annual reports. The paper focuses on the period between 2014 and 2016, due to the introduction of Croatian Strategic Tourist Marketing Plan 2014-2020 in 2014. The authors examine digital promotion investments of the CNTB as well as the choice of individual digital communication channels. The data presented in this paper enable authors to conclude if certain online promotion investments were justified and to establish the number of visits that happened consequently. By analyzing these data, it is possible to predict and advise a further increase in the latest forms of digital promotion which would lead to better customer understanding of Croatia's diverse tourism offerings. Authors also recognize the rising importance of mobile presence when it comes to the promotion of tourism products, services, and destinations.