THE ISLAND OF RAB – TOURISM POSITIONING AND DESTINATION BRANDING

Dominik Paparić, mag. oec.Municipality of Lopar, Deputy Mayor

Faculty of Economics in Osijek, Ph.D. StudentEmail: paparicdominik@gmail.com

Jesenka Ricl, mag.art./univ.spec.oec.RICL Counseling and Services

Email: obrt.ricl@gmail.com

Assistant professor Dražen Ćućić, Ph.D.Faculty of Economics in Osijek

Department of National and International EconomicsEmail: dcucic@efos.hr

Abstract

The process of defining a tourist destination in terms of positioning on the tourist market has to serve the purpose of creation an identity and quality, which depends on the megatrends in tourism. Depending on the economic power of a particular destination and the aims of the management body in positioning process it is necessary to create a product development action plan, while one of the steps also includes destination branding. This paper presents the results of the revision on the research and activities carried out in the period from 2014 to 2017 by the Croatian Tourist Board offices on the island of Rab. Measuring brand impact is necessary in understanding the success of destination management plan. The results of measuring brand impact will reveal how travelers perceive the destination regarding brand differentiation and the brand esteem. The paper will present the results of the survey conducted in March 2018 in relation to "Brand Development Rab - The Happy Island".

Key words: positioning, destination branding, competitive advantage, tourist destination of the island of Rab, brand tracking survey

1. INTRODUCTION

This paper attempts to determine if the process of positioning and branding of the island of Rab in terms of the “Rab The Happy Island” slogan was successful. In 2014 a suggestion was put forward as to position the destination of the island of Rab on the tourist market. The suggestion was an answer to an investment swing and a qualitative bounce in terms of the tourist product and service offer. This advanced development prompted the creation of a new brand. The primary goal of the positioning and branding of the island of Rab was to prolong tourist season and to increase the efficiency of tourism economics, which results in income growth, new

workplace opportunities and their diversification and the overall growth of the life standard of the inhabitants of the island. The branding process is very complex and long-lasting if it aims to achieve the competitive strength of the destination. A brand is the feeling that a tourist has towards tourist destination, a brand relates to the specificity, originality and authenticity of the features owned by the destination. Marketing activity is the process of tourism product development. Product marketing does not solely mean product promotion. Nevertheless, it has to do with its development and improvement. In order to be able to develop a product, it is necessary to explore the tourist market regularly, conduct promotional campaigns and study behavior of the consumers as well as their preferences.

This paper explores how recognizable the brand of “Rab The Happy Island” is. It made use of the survey method among the current and the potential travelers, i.e. tourists as well as the analysis of the secondary records given by the employees of the Tourist Boards of the Town of Rab and the Municipality of Lopar. The research aims to determine how and to what extent brand influences the positioning of the island of Rab on the tourist market.

2. TOURIST DESTINATION POSITIONING

2.1. Tourist motivation and customers’wishes

Trends show that today’s tourists are often called travelers, who want to explore the destination and become a part of the local community. Globalization process influences the change of a contemporary tourist’s needs, i.e. of the traveler. Today, traveler demands more than a usual beach vacation. Contemporary traveler seeks a “getaway” from the everyday routine, authenticity and is in continuous need of the new life and educational experience. Destinations change, not just because of the pressure made by tourism but also because of the outdated offer (Magaš; 1997, 8).In modern tourist development the destination is treated as tourist product that will successfully compete on the market duo to its attractive and high quality issues (Magaš; 2003, 30).

Today’s travelers can be divided into two categories:

a) the ones who travel to their destinations frequently and who are motivated to materialize what they acquired and enjoy its hedonic magic, and

b) the ones in search of the personal and emotional fulfillment, but in those destinations which enable the transformation of travelers through the new life experience1

1 In the handbook published by ETC/UNWTO (2009). called “Handbook on Tourism Destination Branding” the chapter 1.1.2. “Travel motivation”, p. 35 – 36, the main characteristics of tourist motivation as well as tourist trends which have appeared in the last few years are decribed (access 17.03.2018.)

Understanding of tourist motivation helps workers in tourism industry and destination management organizations in designing tourist products and services. Generally speaking, understanding of the travelers’ wishes and needs helps for three main reasons:

1. Understanding of tourist motivation and behavior helps to plan and develop the decisions related to destination and on the organizational level,

2. Understanding of tourist motivation and behavior helps all the providers of tourist services and products to increase the satisfaction of travelers and to generate unforgettable experience,

3. Understanding of tourist motivation and behavior influences the economy of destination, as well as the professional success of all the participants in tourism2.

Traveler’s motivation is a consequence of a consumer’s wish to travel. The consumer’s wish can be stimulated by commercial or non-commercial information. That information triggers the consumer’s attention and convinces him that the temporary situation can be changed if he buys or consumes a product or service. During the purchase the value of the brand plays a significant role. Consequently, the image and brands of the destination become important stimuli which affect the consumer’s behavior as well as consumer’s motivation during the selection of the destination.

Picture 1. The process of selection and “usage” of tourist product or service by tourists

Source: http://www.researchgate.net/publication/302139612_Tourist_Behavior_and_Trends, (access 20.03.2018.)

2 Andrades L., Dimanche F. & Ilkevich S., Tourist Behavior and Trends (2015)., analyzed the behavior of travelers as a main starting point for planning the marketing strategies of tourist destinations. The study deals with the cause which influences the preferences and choices of tourists.

BEFORE TRAVELING research planning

expectations decision-making

purchase anticipation preparations

DURING TRAVELING experience pleasure

navigation exploration

brief and prompt decison-making

purchase on the spot evaluation on the spot

AFTER TRAVELING sharing experiences

memories assessment

building loyalty

Picture 1. shows the process of researching and selecting a travel destination. The process begins by examining a potential travel destination while the decisions and purchase are based on the attitude, wishes and the needs of buyers. Expectation and preparations for the travel are also a part of traveler’s experience, which additionally increase the “travel fever” and motivation for travelling. During the travel and stay in the travel destination tourist undergoes different experiences, which help him to reach decisions related to purchase and to do further destination research on the spot. In that phase tourist can evaluate the quality of travel destination and justify the selection of his decision, i.e. purchase. In the final phase, having returned from the travel destination to their residence, buyer shares his experiences and memories, creates the personal system of values and simultaneously builds the loyalty or dislike for travel destination.

2.2. Competitive surroundings

Each year new tourist destinations emerge with diverse offer of selective tourism. Each of them develops different experience for potential travelers. Managerial tourist destination units try to use tourist activities in order to recover economy, which means an ongoing search for better tourist destination positioning in highly competitive surroundings. It is of utmost importance in these cases to determine who the rivals are and what motivates a traveler, i.e. a tourist to go to that destination. Competitive analysis is important in the process of destination branding and in conducting optimal marketing activities.

Understanding other destinations has become important for the development of a quality destination brand. The analysis of competitors can clarify their current position and activities; it can identify the weaknesses and actions that can be taken in that regard (Oliva & Paliaga; 2015, 30).

Normally, tourist offer includes cultural, natural, heritage or adventure offer, which is actually not enough. It is necessary to move away from the “generic” offer and find particulars and authenticities which will influence stronger tourist destination positioning in relation to a competitive destination. Destination positioning, branding and the creation of a suitable image of a destination are a key motivational means for tourists.

2.3. Differentiation and branding

Tourist destination consists of resources and attractions, which are also extrinsic motivational factors effecting the selection of a destination. Considering the fact that a destination has to justify the expectations of a traveler, marketing professionals try to understand the intrinsic motivation of tourists. In competitive surroundings destinations and companies, and particularly workers in tourism industry, can stay competitive with each other in terms of the level of unforgettable experience they offer that tourists can enjoy in. Tourist management has to use the strategies of market segmentation in order to identify the needs and wishes of potential travelers.

A brand can indicate one product or service, a group of products or services or all the products or services of a single producer. It helps in reaching a decision regarding the purchase and guarantees a certain level of quality of products or

services. Primarily, it indicates the identification, practicality, safeguard, optimization, characterization, continuity, hedonism and ethics of the products or the combination of these different factors which give identity to the product or service and make it different from the other products or services. This is a way to distinguish a product or a service among the others, which consequently leads to its growing consumers’ appeal (Paliaga; 2008, 7).

Branding is a marketing and managerial process which gives a unique identity and image to a certain product or service and makes it typical and more different from the one of a competitor (Cetinski et al; 2006, 103).

Differentiation is a marketing strategy which is directed towards a target market by using all the available marketing means in order to differentiate an offer from the offer of a competitive market. Based on a rational decision tourist choose the travel destination regardless of their limited knowledge about the travel destination. In order to differentiate one particular tourist destination from another, tourist management needs to discuss experiences as a crucial segment of tourist offer to potential travelers.

Another important part of tourist destination differentiation process is the creation of brand awareness and its positioning in the minds of consumers, i.e. travelers, (Jakovljević; 2000, 26) because even though a destination can be very alluring at first, it will not be chosen by travelers exactly because of the lack of information and the lack of belief in the quality of offer. Brand is a competitive identity of a tourist destination. It represents a sum of all the tangible and intangible characteristics of a product (Paliaga; 2008, 13). It is important to understand the trends which speak in favor of travelers, i.e. tourists being the ones who “define” a brand. Consequently, competitive analysis and market segmentation are the keys to destination branding.

3. “RAB THE HAPPY ISLAND” BRAND

3.1. The island of Rab in general

In a broad sense, Kvarner is a relatively wide bay between the Istrian peninsula and the mountain range of Velebit. There are 2 (two) lines of islands there. The external one consists of two larger islands: Cres (405.8 km²) and Lošinj (74.7 km²) while the inner line consists of larger islands: Krk (405.8 km²), Rab (90.8 km²) and Pag (284.6 km²). Both lines of islands have their own smaller islands and islets around them (Turk & Turk Šarić; 2010, 13).

The island of Rab is the fourth island of the Kvarner Gulf. It also includes the neighboring islands, among which it is noteworthy to mention somewhat larger islets such as Sv. Grgur (6.7 km²), Goli otok (4.7 km²) and the island of Dolin (4.3 km²). There are some more islands around Rab which are even smaller and together they form the island archipelago of Rab, also known as the Dalmatian type of coast.

Being a part of Kvarner, the island of Rab has a convenient location in terms of transport and tourism oriented towards the inland of Europe. The Kvarner Gulf, which is deeply indented into the European territory, is where economically significant areas of central and western Europe gravitate towards in respect of

transport and particularly tourism. The areas in question are mainly parts of Italy, Slovenia, Austria and Germany but also parts of the Czech Republic, Slovakia, Hungary and Poland, which have had an increasingly important role regarding the European trends in tourism (Turk & Turk Šarić; 2010, 14).

3.2. The brand strategy of the island of Rab

The creation of identity will assert the image of a destination on the tourist market. This is optimally shown by the notion of an “umbrella brand”, which includes all the holders of offer in a destination and enables the promotion on the market (Cetinski et al; 2006, 103).

The purpose of a brand, including a destination brand, lies in the recognizability it generates representing a shortcut for determining the characteristics of a destination and reaching faster and safer decisions in terms of purchase, i.e. travelling for a buyer (a tourist). Consequently, brand is much more than a verbal or a visual symbol. In essence, it represents a promise to a buyer, i.e. tourist. Successful destination brand builds recognizability of a region or place and carries on a promise to the potential visitors in terms of certain experiences and purpose which the destination will be able to offer. On one hand, it is founded on the unique characteristics of a destination, which makes the promise truthful. On the other hand, it needs to communicate with the needs of visitors in order to make the promise it gives to the buyer, i.e. potential tourist relevant and inspiring. Regarding its key role in generating recognizability in the today’s highly competitive surroundings on the tourist market, a brand can be considered one of the most valuable segments of the assets of a destination. Although some of the destinations have turned into global brands accidentally through the course of its historical development, the majority of them try to take a clear and recognizable place in the minds of potential target segments of buyers by means of strategic management of the process of destination branding.

The development of the brand of the island of Rab, which will enable the desired tourist market recognizability in the region, has been one of the key questions of the marketing strategy of Rab for the past 10 years because it is clear that Rab is insufficiently recognizable on the market as a tourist destination and that there is no clear image of the island and the perception of buyers, i.e tourists.

The brand strategy of Rab has the following aims: 3 Define the key elements of competitive positioning of Rab (it is related to

the selection of key characteristics that make Rab unique and different from its competition and represent the foundations for a destination brand)

Derive the brand concept of Rab (relying on the characteristics that make Rab unique; it has to do with the formulation of a single and clear promise valid for the entire island of Rab and which having the connecting power)

3 The study of the positioning and branding of the island of Rab for the purpose of a creative solution for the visual identity of the “Rab” brand was conducted in 2014 for the Tourist Boards of the island of Rab.

The purpose of the brand strategy of Rab is the creation of preconditions that can assure taking a clear position on a “mental map” of potential buyers in the region. Key “leading thoughts” of tourist development of the destination become “umbrella” brand of Rab, interpreted and maintained in terms of tourist products and services, as well as in the entire communication with buyers, i.e. tourists.

It is possible to identify the following characteristics of singularity of the destination of the island of Rab:4

• Island with a long-lasting tradition of medical tourism in the Adriatic; the beginnings of tourism on Rab, dating back to 1889, are related precisely to the specific climatic and sanitarium conditions, i.e. proclaiming the island a climatic health resort. By continuing and modernizing the medical tourism tradition, it was on Rab that the programs of “healthy life” used to be and still are active.

• The island of varied and unique activities offering an all-year-round active and fulfilled stay: various available activities, some of which are unique in terms of location, climate and culture, with the possibility of an all-year-round, fulfilled and active tourist stay. From the abundance of forests of the island (one of the greenest islands in Croatia), unique climate and numerous bays, beaches for all the generations (sandy, pebbly, stone) and the clean sea, to the exceptional historical and cultural sights, unique Rab Geopark as well as the rest of the tourist offer implemented in the full tourist product

• The island of exceptional areal diversity: embraced and protected by its highest peak (the Kamenjak hill – 408 meters of altitude) which defends the island from strong northern winds and the influence of cold air; owing to that the island emanates the Mediterranean in the true sense of the word.

• The island confronted the developmental challenges and dedicated itself to the implementation of the principles of sustainability: the conflicting developmental options of Rab as an island of the exceptional preserved natural beauty and cultural heritage and simultaneously oriented towards tourism and, traditionally, to agriculture and fishing contribute also to an increasingly distinctive inclination towards sustainability as an assumption of the contemporary development.

• The proximity of the island to the regions of the big markets of Central Europe: owing to the significantly improved transport infrastructure Rab is today, along with the other destinations in Kvarner and Istria, the easiest Adriatic region to reach, even for the more distant markets.

As one of the easiest islands to reach in the Croatian Adriatic, with exceptional diversity and unique activities offering numerous possibilities for a fulfilled and active holiday, Rab stands out as a happy and healthy island with rich cultural and historical heritage, with over 200 interesting events throughout the year and consistently oriented towards the holiday motivated by health, physical fitness, beauty and enjoyment. These are the key elements which the Rab Brand is based on.

4 Ibidem

3.2.1. The Rab Brand concept

Based on the identified unique characteristics that can differentiate Rab from its competition, the destination brand needs to insure a clear position of the island in the perception of buyers and is the key assumption for the creation of market recognizability of Rab as a tourist destination. Below are the concepts that will place the destination of the island of Rab on the “mental” map of buyers, i.e. tourists.3.2.1.1. The value of the Rab Brand

The value of the brand implies the identification of a specific idea behind which there is the destination of the island of Rab and which gives its market strength. It is a promise to a buyer, i.e. a tourist about the relevant benefits that Rab can offer.

Table 1. The Rab Brand conceptCHARACTERISTICS OF

SINGULARITYPROMISE /

GAIN RELEVANCE FOR A BUYER / GUEST

- a long-lasting medical tourism tradition- exceptional diversity and unique activities- exceptional areal indentation in the small area- developmental challenges and dedication to the principles of sustainability- proximity and accessibility

- a good feeling- pleasure- comfort

- the island of Rab is a specialist for the vacation dedicated not only to health; it is the best place “to feel good”- the island of Rab offers numerous activities- the island of Rab has the connotation of a protected and pleasant place- Rab puts in effort to manage its development respecting the sustainability principles- the island of Rab is easily accessible

Source: created by the authors

Resulting from the specific characteristics of the identity of the island of Rab and communicating with the value system of a modern buyer (“the new tourist”), the value of the brand, i.e. the essence or the very core of the promise of Rab is a clear benefit to the tourists: the Happy Island. This concept comprises the message of a “good feeling” while staying on Rab in terms of pleasure and fulfillment, resulting from the possibility of doing a huge variety of activities, staying in the preserved area and the region dedicated to the assumption of sustainability.

3.2.1.2. The personality of the Rab Brand

The personality of a brand is related to the characteristics of a brand as a personality. It answers the question of what the island of Rab is like and how a visitor/tourist feels during his vacation. Island of Rab can be described as moderate, generous, vital, amusing and open. It is impressive in many ways. Its rich historical heritage and distinctive nature impress, its rich culture of living delight, its vitality inspires, the complexity of developmental options is worth of respect. In its diversity Rab is the place where a visitor/tourist has a great freedom of choice, positive

energy and the place which sets free. However, island of Rab appeals mostly by its moderate, fine temper, ranging from the mild climate, peaceful and protected sea to the gentle scents of the island vegetation, refined architecture and subtle tastes.

The study of the positioning and branding of the island of Rab for the purpose of a creative solution for the visual identity of the “Rab” brand was conducted in 2014 for the Tourist Boards of the island. The study showed that the level of self-catering vacation rentals is extremely low, that the increased competitiveness between those who rent their accommodation leads to lowering accommodation prices and that there is a lack of the guests of higher purchasing power. Since then various activities have been conducted in order to increase the overall tourism industry revenue, to prolong tourist season, preserve natural and cultural heritage and develop the destination in accordance with the attitudes and values of the inhabitants.

The study shows that the overall cultural and natural heritage of the island, the development of autochthonous products as well as good traffic connections are all fine resources which can increase seasonal income and prolong its duration. The authors propose a way of improving the offer, which is based on defining a few target segments and shaping a specific offer for each of them. The study of the island positioning detected a problem and that is an insufficient flow of information in the local community, which can also result in an insufficient communication of tourist offer to tourists.

The slogan “Rab The Happy Island” has been used for the promotion of the tourist offer of the destination of Rab, together with its visual identity. The existing visual identity of the town of Rab is based on carefully selected elements of color, sound and smell which are typical of the cultural and natural scenery of the island. The study set forth key visual elements: 4 bell towers (immovable cultural and sacral heritage), the colors of the island which reflect the natural geological wealth and the sounds of the nature and the historic core of the town of Rab.

Picture 2. Visual identity of the island of Rab

Source: http://www.rab-visit.com/hr (access 22.03.2018.)

4. RESEARCHING THE ATTITUDES OF THE CONSUMERS

For the purpose of this study a research was conducted among the consumers, i.e. the current and the potential tourists. Normally, continuous research into the attitudes of tourists is the key part of the process of positioning and branding of a tourist destination. The research helps to understand how a destination is perceived among the tourists who had visited it, and how it is perceived by those who had not. The research process consists of a logical order of actions which need to be implemented in order to get reliable and valid information (Marušić & Prebežac; 2004, 65).

The primary goal of this study is to determine the successfulness of the process of positing and branding of the island of Rab under the slogan “Rab the Happy Island”. The secondary goal is to determine the strengths and weaknesses of the destination development, i.e. in improving the quality of tourist offer by understanding the needs and wishes of current and potential guests.

4.1. The methods of data collection

In this study the authors used the sources of primary and secondary data (available at: http://www.rab-visit.com and http://www.lopar.com, access on 22.03.2018.), which describe the state of positioning and branding of the island of Rab in the last 4 years.

4.1.1. Research based on the secondary data

The authors did a research into the documents handed in by the employees of the Tourist Board offices on the island of Rab. The following data has been researched

The study of the branding of “Rab the Happy Island” Tourism flow per country in the period from 1.1.2014. to 31.12.2017. Tourism flow per accommodation type in the period from 1.1.2014. to

31.12.2017.

Table 2. Tourism flow on the island of Rab in the period from 1.1.2014. to 31.12.2017.

ARRIVALS2014 2015 2016 2017 INDE

X 15/14

INDEX

16/15

INDEX

17/16DOMESTI

C16,339 17,571 19,218 20,072 108 109 104

FOREIGN 224,914 238,062 246,620 263,052 106 104 107Σ 241,253 255,633 265,838 283,124 106 104 107

OVERNIGHT STAYSDOMESTI

C129,925 130,667

184,562

197,433 101 141 107

FOREIGN 1,696,858

1,779,818

1,898,778 2,011,093

105 107 106

Σ 1,826,783

1,910,485

2,083,340 2,208,526

105 109 106

LENGTH OF STAY

(DAYS)Σ

7.57 7.47 7.83 7.80

Source: created by the authors

The analysis of the statistical data showed the increase in the tourism flow (the number of arrivals and overnight stays of domestic and foreign tourists) in the period from 1 January 2014 to 31 December 2017 in the destination of the island of Rab.

There were 8% more domestic tourists in 2015 as compared to 2014 and the same period showed a rise of 1% in overnight stays. There were 6% more foreign tourists in 2015 as compared to 2014 and the same period showed a rise of 5% in overnight stays.The overall tourism flow in 2015 showed a rise of 6% in arrivals and 5% in overnight stays as compared to 2014.

There were 9% more domestic tourists in 2016 compared to 2015 and the same period showed a rise of 41% in overnight stays.There were 4% more foreign tourists in 2016 compared to 2015 and the same period showed a rise of 7% in overnight stays.The overall tourism flow in 2016 showed a rise of 4% in arrivals and 9% in overnight stays compared to 2015.

There were 4% more domestic tourists in 2017 compared to 2016 and the same period showed a rise of 7% in overnight stays. There were 7% more foreign tourists in 2017 compared to 2016 and the same period showed a rise of 6% in overnight stays. The overall tourism flow in 2017 showed a rise of 7% in arrivals and 6% in overnight stays compared to 2016.

The highest number of arrivals (around 44%) and overnight stays (46%) in the inspected period (2014 – 2017) was achieved in private accommodation while the lowest number of arrivals (around 20%) and overnight stays (around 17%) was achieved in hotels. Considering the structure of guests, one third came from Germany followed by Austrian tourists (10 – 15%), Hungarian (9-13%), Slovenian (7-10%), Czech, Slovakian, Polish, Italian and Croatian (5-8%).

The length of stay in 2014 was 7.57 day, 7.47 in 2015, 7.83 in 2016 and 7.80 in 2017.

Chart 1. Graphic representation of statistical data regarding the achieved overnight stays of domestic and foreign tourists on the island of Rab in the period from 1 January 2014 to 31 December 2017 (in thousands)

2014

2015

2016

2017

0 50 100 150 200 250 300

Overall Domestic arrivals Foreign arrivals

Source: created by the authors

Chart 2. Graphic representation of statistical data regarding the achieved overnight stays of domestic and foreign tourists on the island of Rab in the period from 1 January 2014 to 31 December 2017 (in thousands)

2014

2015

2016

2017

0 500 1000 1500 2000 2500

Overall Domestic overnight stays Foreign overnight stays

Source: created by the authors

4.1.2 Survey research method

The method implies collecting the data regarding perceptions, habits, wishes and attitudes of the examinees. It is the most widespread technique of data collection in social research, particularly convenient for descriptive and causative research (Tkalac Verčić et al.; 2011, 103). The questionnaire consisted of a list of questions prepared in advance, arranged in particular order. The examinees filled it in individually over the Internet. The questions were divided into three categories: the

first, oriented towards finding out general attitude and travelers’ preferences, the second, oriented towards finding out the examinees’ attitudes in relation to the tourist offer of the island of Rab and the recognizability of the marketing campaign “Rab The Happy Island”, and the third, questions oriented towards finding out the main characteristics of the examinees. The questionnaire consisted of closed-ended questions. It made use of the Likert scale with categories. The survey was conducted during March and the results are descriptively described hereafter.

4.2. The results of the survey research

A total of 201 examinees took part in the survey research, 115 of whom were women (57%) and 86 men (43%). Out of the total number of the examinees 194 of them (97%) state the Republic of Croatia is their residence while 7 of them (3%) live abroad.

The number of examinees across the counties is as follows: Primorje – Gorski kotar County – 54 examinees (28%), the City of Zagreb – 36 examinees (19%), Zagreb County – 30 examinees (15%), Osijek – Baranja County – 22 examinees (11%), Brod – Posavina County - 9 examinees (5%), Istra and Lika – Senj County – 8 examinees (4%), Krapina – Zagorje County – 5 examinees (3%), Karlovac and Međimurje County – 4 examinees (2%), Koprivnica – Križevci and Split – Dalmatia County – 3 examinees (2%), Požega – Slavonia and Sisak – Moslavina County – 2 examinees (1%) and Bjelovar – Bilogora, Varaždin, Virovitica – Podravina and Zadar County – 1 examinee (1%).

In terms of the finished level of education 110 examinees (53%) have a university degree, 35 of them (17%) have advanced specialist’s training and 56 of them (28%) completed their secondary education.

In terms of the employment status the results of the survey research are as follows: 133 of the examinees (66%) work for an employer, 37 of them (18%) are self-employed, 13 (6%) of them are unemployed, 10 examinees are retired (5%) and 8 examinees (4%) claim to be students.

In terms of income, 75 of the examinees (37%) earn between 5,000 and 8,000 HRK, 40 examinees (20%) between 3,000 and 5,000 HRK, 37 examinees (18%) earn between 8,000 and 12,000 HRK, 26 of them (13%) up to 3,000 HRK while 23 of them (11%) earn more than 12,000 HRK..

The analysis of the aforementioned data shows that travelers with a university degree travel the most. They have average income and work for an employer. The examinees with the under-average income travel almost as much as the ones with above-average income.

The questionnaire included questions oriented towards determining the general attitude and preferences of the travelers, i.e. tourists, and the results are shown hereafter.

When asked which sources of information travelers consider the most important for making decisions and planning their journey 130 of the examinees (65%) make decisions based on their friends’ or colleagues’ recommendations or the recommendations of their relatives, 102 of them (51%) make decisions based on their personal experience, 77 of them (38%) searche the web sites which gather and publish comments, reviews and ratings of travelers/tourists, 41 of them (20%) search

online social networking sites (for accommodation, restaurants, transport services etc.), 39 of them (19%) the web sites owned by the service providers or the destination, 18 of them (9%) make decisions based on the information published in newspapers, on the radio or television programs, while no more than 13 examinees (6%) make decisions in travel agencies or tourist offices and 10 of them (5%) with the help of tourist guides and magazines that are sold.

The examinees usually travel with partner or spouse, which is claimed by 67 examinees (33%), 65 of them (32%) travel with their family including the children younger than 18, 40 of them (20%) travel alone while 13 of them (6%) travel in organized groups.

The main reason for taking their vacation in 2017 were the sun and beach for 103 of the examinees (51%), 77 of them (38%) decided to stay in the nature (mountains, lakes, scenery). Sightseeing was the main reason for travelling for 61 of the examinees (30%), for 40 of them (20%) the reason was a visit to family, friends or relatives, 38 of them (19%) chose sports activities as the reason for taking a vacation, 37 of them (18%) chose culture and 28 of them (14%) enjoyed in the possibilities of health tourism. 24 of the examinees (12%) indicate special events such as sports events, festivals and the like as the main reason for travelling.

The examinees organize their journey according to the following possibilities: 86 of them (43%) organize the journey via one of the commercial services on the Internet which offer private accommodation organized by natural persons, 72 of them (36%) via somebody they know, 45 of them (22%) use other commercial services on the Internet such as travel organizers, airline carriers, etc., 41 of them (20%) via telephone conversation, 36 of them (18%) directly at the tourist agency, 19 of them (9%) organize their vacation when they arrive at the destination and 3 of them (1%) via trade unions.

When asked about the offer/experience they consider important when choosing the place to spend their vacation at, the examinees answered through the Likert scale of attitude (1 – not important at all, 2 – of little importance, 3 – of average importance, 4 – important, 5 – absolutely essential) and the results are presented hereafter.

Chart 3. The rating in prices in general, natural characteristics and the quality of the accommodation of the destination of the island of Rab

Not important at all

Of little importance

Of average importance

Important

Absolutely essential

0 10 20 30 40 50 60 70 80 90 100

Prices in general Natural characteristics Quality of accommodation

Source: created by the authors

Chart 4. The rating of the availability of activities and facilities for the people with special needs and the rating of cultural and natural landmarks

Not important at all

Of little importance

Of average importance

Important

Absolutely essential

0 10 20 30 40 50 60 70 80 90

Cultural and historical landmarksAvalability of activities and facilities for people with special needsAvailability of activities

Source: created by the authors

Chart 5. The rating of preferences with regard to staying in the intact nature, meeting the local inhabitants and hospitality, the rating of authenticity of experience and satisfaction of the local inhabitants

Not important at all

Of little importance

Of average importance

Important

Absolutely essential

0 10 20 30 40 50 60 70 80 90 100

Satisfaction of the local inhabitants Authentic experience

Meeting the local inhabitants and hospitality Staying in the intact nature

Source: created by the authors

When asked what type of accommodation the examinees prefer on vacation, they answered: 137 of them (68%) choose apartments, 63 of them (31%) choose family-run accommodation, 53 of them (26%) opt for a four or five star hotel while 40 of them (20%) choose a two or three star hotel, 17 of them (8%) choose a campsite and 4 of them (2%) other accommodation types.

In the category of questions related to the offer of the island of Rab and the destination recognizability, the examinees reply in accordance with their experience. Out of 201 examinees 139 of them (69%) visited Rab in order to take vacation. When asked which feature they perceive as recognizable to the island as a tourist destination, they gave their opinion through the Likert scale.

Chart 6. The rating of preferences with regard to the offer of typical dishes and beverages, souvenir pastries, nautical destination, cultural offer, natural richness and beauty, authenticity and consistency in the lives of the local inhabitants

Not important at all

Of little importance

Of average importance

Important

Absolutely essential

0 10 20 30 40 50 60 70 80 90 100

Offer of recreational sports

Authenticity and consistency in the lives of the local inhabitants in relation to the sustainable development of the island

Specific scenery, natural and geological landmarks

Cultural offer, festivals and traditional local events

Nautical destination

The offer of authentic dishes, beverages and souvenir pastries

Source: created by the authors

A total of 129 (64%) of the examinees saw the slogan “Rab The Happy Island” out of 201 of them. Out of 129, 79 (62%) recognized the slogan or logo on the Tourist Board web sites and 47 (36%) on the promotional brochures published by the Tourist Board. 39 of them (30%) saw the slogan or the logo on the web sites owned by service providers or the destination, 38 of them (29%) saw the slogan or the logo on the social networking web sites (offering accommodation, restaurants,

transport services providers, etc.) 16 of them (12%) recognized the slogan or the logo during a specialized show as presented on a stall, 15 of them (12%) recognized it on television shows or commercials. No more than 11 examinees (9%) recognized the slogan or the logo in guides and magazines that are sold. More than half of the examinees, 105 of them (52%) think that the tourist offer of the island is not recognizable enough. The examinees gave their opinion about the major drawback in terms of the recognizability of the tourist offer of the island of Rab. As the major drawback to the recognizability of the offer of the island 47 of them (44.8%) say services and products are not sufficiently differentiated, 45 of them (42.9%) say there is an insufficient number of branded products and services, 38 of them (36.2%) mention the static system of the local marketing, 34.3% of them the lack of cooperation in the field of joint marketing between the tourist offer providers, 24 of them (22.9%) the attractions of the neighboring islands and competitive advantage of other destinations.

When asked what effects the recognizability of the tourist offer of the island of Rab 201 of the examinees answered in the following way: 142 of them (71%) think that brands such as souvenir pastries (Rapska torta) or thematic events (Rapska fjera) have an influence on the recognizability of the destination. 85 of the examinees (42%) see the natural richness, cultural and heritage attractions in relation to the competitive neighboring islands of Mali Lošinj, Cres and Krk as a part of the recognizable offer. 36 of them (18%) think that differentiation of products and services effects the recognizability of offer, while 33 of them (16%) think this is the merit of cooperation in joint marketing and 28 of them (14%) believe that a recognizable system of the local marketing made the island of Rab a recognizable tourist destination.

5. CONCLUSION

Tourists choose the products they consider attractive and for which they think that will offer them the best value for money. From the results of this survey research one can reach the conclusion that:

The aforementioned results show that the most frequent travelers have a university degree, average income and work for an employer. The examinees with the under-average income travel almost as much as the ones with above-average income.

A contemporary traveler chooses a future tourist destination based on a recommendation and former experience and searches the Internet for the web sites with the published comments and experiences of other travelers.

The trend of booking vacation packages (accommodation) is still present. Tourists find the accommodation quality important and usually choose

apartments in terms of accommodation, natural and cultural characteristics of a destination, overall price range, access to additional services and activities and the satisfaction of the local inhabitants.

The recognizability of the island of Rab as a tourist destination is specific natural scenery, natural and geological landmarks.

The logo and the slogan “Rab The Happy Island” has been recognized as a visual identity of the island of Rab and its main promotors are still the Tourist Board offices. However, the logo and the slogan are used by the providers of tourist services in order to promote their products and services via digital marketing.

In the future it is necessary to undertake the marketing activities which will enable better differentiation of tourist products and services, to strengthen the marketing activities and to improve the cooperation in the field of joint marketing promotion, particularly among the providers of tourist products and services.

The resources such as brand products of the island of Rab and rich natural, cultural heritage have influence on the recognizability of tourist destination and enable the development of additional lines of differentiated products.

The tourist brand of the island is a kind of essence of the destination it represents. Based on the analysis of the secondary data available and primary data obtained by means of survey research, it is possible to speak about certain strategic potential and factors for a long-term development and to get as better tourist success on the island of Rab as possible.

Undoubtedly, the Tourist Boards of the island of Rab have been successfully conducting marketing activities thorough the campaign “Rab The Happy Island”. However, survey research data reveal that the slogan and the logo are used to a lesser extent by entrepreneurs in tourism. Considering that tourists organize their journey by booking the accommodation via Internet commercial services that offer private accommodation organized by natural persons, the recommendation is that the employees of the Tourist Boards additionally inform the entrepreneurs and point to the benefits of joint marketing.

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