| Sažetak | U ovom radu istražuju se, putem brojnih primarnih i sekundarnih istraživanja, zakonitosti
menedžmenta u kreiranju takve kamping usluge koja će doprinijeti razvoju konkurentnosti
kamping turizma u odnosu na konkurente, u odnosu na ostale oblike smještaja. Istraživanja
hrvatskoga i europskoga kamping turizma dokazala su njegov značaj za cjelokupnu konkurentnost
turizma destinacije. U radu je stoga razvijen model destinacijske kamping konkurentnosti koji
pokazuje koje elemente kamping kvalitete destinacija treba razvijati.
U razmatranju teorijskoga okvira kamping menadžmenta utvrđena je potreba implementacije
tzv. “5 stupova” menadžmenta konkurentnosti kamping turizma: marketing menadžment,
menadžment kvalitete, menadžment održivoga razvoja kamping turizma, menadžment
sigurnosti i menadžment znanja i obrazovanja u kamping turizmu kao ključnih elemenata
uspješnog i konkurentnog menadžmenta. Ustanovljen je ključni utjecaj menadžmenta na razvoj
konkurentnosti u kamping turizmu nazvan “campetitiveness”.
Temeljem originalnih istraživanja autora provedenog među kampistima s vlastitom opremom za
smještaj te, po prvi puta, u Hrvatskoj izvršenoga terenskog istraživanja obilježja potražnje gostiju
smještenih u mobilnim kućicama, prikupljena su dragocjena marketinška saznanja. Dokazuje se
podhipoteza br. 1. da su u kamping turizmu značajno promijenjena obilježja potražnje čemu
značajno pridonose obilježja potražnje gostiju u mobilnim kućicama, a što zahtijeva ključnu
promjenu menadžmenta kamping turizma.
Obzirom na nepostojanje relevantnih statističkih podataka i izvora o gospodarskim učincima
kamping turizma, po prvi puta u Hrvatskoj istražen je prihod koji u zemlji ostvaruje kamping
turizam. Zaključeno je da kamping turizam doprinosi direktnim prihodima turizma Hrvatske sa
15,6 % direktnih prihoda. Utvrđeno je da zaposlenost u kamping turizmu iznosi 8,3% ukupne
zaposlenosti u turizmu Hrvatske.
Konkurentnost kamping turizma u Hrvatskoj izmjerena je putem odabranih pokazatelja
konkurentnosti. Dokazano je da su prema tržišnim obilježjima konkurentniji hoteli nego kampovi
te se zaključuje da hrvatski kampovi moraju definirati konkurentske strategije za povećanjem
godišnje zauzetosti te povećanjem prihoda. Istraživanje osam odabranih pokazatelja zaposlenosti
i produktivnosti dokazuje da su kampovi produktivniji. Iz istraženih jedanaest pokazatelja
konkurentne održivosti zaključuje se da je konkurentnost održivosti u kampovima značajno viša
nego u hotelima. Pokazatelji financijske konkurentnosti pokazuju da su kampovi u Hrvatskoj
značajno konkurentniji od hotela čime se dokazuje podhipoteza br. 2: “ Konkurentnost kampova
veća je u odnosu na hotele u Hrvatskoj”.
U radu je dokazana i podhipoteza br. 3: “Kvaliteta kamping usluge povezana je sa financijskom
uspješnošću kampova” putem matematičke korelacije 36 odabranih varijabli poslovanja kampova
u odnosu na bruto dobit kampova te u odnosu na kvalitetu kampova.
Traženi su odgovori na pitanja kako u promijenjenom i nesigurnom okruženju slijediti nove
trendove i kreirati novi inovativni konkurentni kamping proizvod. Pregled trendova u redesignu
kamping usluge prikazan je kroz autorski model tzv. “7 re-trendova” te su predložene strategije
razvoja naturističke kamp usluge u Hrvatskoj, strategije za razvoj malih kampova, preporuke
strategije za transformaciju kampova u odmorišna kamp naselja te preporuke za strategije
povećanja konkurentnosti kroz razvoj novih segmentiranih vrsta kampova. Zaključeno je da
menadžment u kamping turizmu treba implementirati strategije diferenciranja kroz razvoj novih
i inovativnih poslovnih modela u izgradnji konkurentne kamping usluge.
Temeljem SWOT analize hrvatskoga kampinga predlaže se skup mjera za povećanje konkurentnosti
kamping turizma te se dokazuje podhipoteza br. 4: “Implementacijom menadžmenta promjena i
strateških mjera povećava se konkurentnost kamping turizma Hrvatske”.
Iz svih provedenih istraživanja u ovom radu, raspoloživim znanstvenim metodama dokazana
je hipoteza: “ Menadžment konkurentnosti doprinosi uspješnom razvoju kamping turizma u
uvjetima stalnih promjena”.
Rezultati više istraživanja provedenih u ovom radu dali su odgovore na pitanja kako upravljati
kamping turizmom u cilju stvaranja konkurentnog i održivoga turizma sposobnog biti preduvjet
uspješnog društvenog i gospodarskog razvoja. Ponuđeni su odgovori na pitanja iz šire perspektive
kako kamping turizam može postati motor razvoja destinacije i kako kamping turizam na modelu
Hrvatske može doprinijeti izgradnji europskoga konkurentnog turističkoga proizvoda.
Temeljem svih provedenih istraživanja može se utvrditi da je kroz svojih pet stupova
konkurentnosti, menadžment konkurentnosti kreativna snaga razvoja kamping turizma koja
doprinosi razvoju i održanju uspješnosti kamping turizma na nivou destinacije.
Nastavak za buduća znanstvena istraživanja preporuča se u domeni ekonomskih pokazatelja
poslovanja kamping turizma. Daje se preporuka nastavka istraživanja posebice utjecaja
razvoja kampinga na razvoj destinacije kao i daljnji razvoj znanstvene misli o menadžmentu
konkurentnosti kamping turizma |
| Sažetak (engleski) | The aim of this dissertation is to examine the principles of management capable of creating a
camping product which would contribute to the competitiveness of camping tourism in relation
to its competitors and to other forms of tourist accommodation. Such a camping product
would also contribute to the development of a competitive tourist destination. Both primary
and secondary research on Croatian and European camping tourism shows the important role
this form of tourism plays in the overall competitiveness of the destination tourism. In this
dissertation, a model of camping destination competitiveness is developed, which determines
the elements of camping quality that contribute to the camping destination competitiveness.
The analysis of the theoretical framework for camping management highlights the need to
implement the so called „5 pillars“ of management of camping competitiveness. According
to this theory, the key elements of a successful and competitive management are: marketing
management, quality management, management of sustainable growth in the camping tourism,
management of safety and security, and management of knowledge and education in camping
tourism. The valauable impact of management on the development of competitiveness in
camping tourism is considered and referred to as „campetitiveness“.
Author’s primary research among campers with privately owned camping gear and author’s field research
on features of camping demand of mobile home guests, unprecedented in Croatia, have resulted in some
invaluable marketing knowledge. The first sub-hypothesis proposing that camping tourism demand has
been significantly altered thanks to the demand from mobile home guests has been confirmed. This new
development requires a decisive alteration of the management in camping tourism.
Due to the lack of relevant statistical information and sources on the economic impact of camping
tourism, for the first time in Croatia, the overnights and revenues made by the camping industry
on the national level are calculated. The results show that the proportion of camping revenues in
the overall Croatian tourism revenue is 15,6%. Moreover, employment in the camping industry
amounts to 8,3% of overall tourism employment in Croatia.
304 305
Competitiveness of camping tourism in Croatia is measured against chosen competitiveness
indicators. The research shows that, according to some key market performance indicators, hotels
are more competitive than campsites. Croatian campsites therefore need to define competitive
strategies aimed at increasing the annual occupancy rate and revenues. On the other hand,
further research involving eight chosen indicators of productivity shows that campsites have a
higher productivity rate. Furthermore, the test of eleven indicators of competitive sustainability
shows that competitive sustainability in campsites is much higher than in hotels. Indicators of
financial competitiveness show that campsites in Croatia are again significantly more competitive
than hotels. The second sub-hypothesis is herewith proven, namely that campsites are more
competitive than hotels in Croatia.
The dissertation also proves the third sub-hypothesis: „Quality of camping service is linked to
the financial success of campsites“ via a mathematical correlation of 36 chosen camping business
indicators with the gross profit and the quality of campsites. The calculations have validated the
economic importance of camping tourism and confirmed that there is a strong link between
quality and competitiveness of camping tourism.
This study attempted to identify the best way of following new trends and creating a new and
innovative competitive camping product in a changing and instable environment. An overview
of the trends of remodelling the camping service is delivered through the author’s model of „7
re-trends“. The following strategies are subsequently reccomended: for the development of the
naturist camping product in Croatia, the development of small campsites, the transformation
of campsites into holiday villages, and the increase in competitiveness with the development of
new specialised campsites. The conclusion drawn is that management in camping tourism ought
to implement strategies of differentiation by developing new and innovative business models of
competitive camping service.
The results of a SWOT analysis of Croatian camping lead to the proposal of a package of measures
for the increase in competitiveness of camping tourism. Herewith, the fourth sub-hypothesis is
proven, which suggests that the implementation of change management and strategic decisions
enhances competitiveness of camping tourism in Croatia.
By taking into account the results of the conducted empirical studies and the available scientific
methods, the overall hypothesis is proven: „Management of competitiveness contributes to a
successful development of camping tourism in the constantly changing environment.“
The results from numerous studies in this work provide an answer to the question of how to
manage camping tourism with the purpose of achieving competitiveness and sustainability and
creating conditions for a successful social and economic growth. From a broader perspective,
suggestions are made on how camping tourism can fuel development of a destination and how
camping tourism, as in the case of Croatia, can contribute to the creation of a competitive
European tourist product.
On the basis of conducted studies, it can be claimed that the five pillars of competitiveness
make the management of competitiveness a creative force of camping tourism which influences
growth and sustainability of camping tourism on the level of the destination.
Future research is recommended in the area of economic indicators of business in camping
tourism. Specifically, further research is needed on the impact of camping development on
the development of the destination, as well as a continuation of the scientific approach to the
management of competitiveness in camping tourism. |
