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Adriatiska havets okända resemål Neum: en studie av destinationsmarknadsföring
Södertörn University College, School of Life Sciences.
2010 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This study examines the differences between Bosnia and Herzegovina’s, Montenegro’s and Croatia's tourism development after the Civil War in the 1990s. In particular, this essay is about the town Neum, which is the only Bosnia and Herzegovina destination on the Adriatic, splitting the Croatian coast in two. Through information from books, the internet and interviews I´ve tried to find out why Neum is a special place to visit and how it differs from other destinations on the Adriatic coast. One of the findings is that many are not aware of Bosnia and Herzegovina having a small, but still, part of the Adriatic. In the Bosnian and Herzegovinian history the answer has been found to the question why its coast looks like the way it does. Regarding tourism the major difference between Bosnia and Herzegovina, Montenegro and Croatia is that Croatia and Montenegro has been more successful in marketing their part of the Adriatic coast than Bosnia and Herzegovina.

Montenegro's tourism development has been influenced by its independence in 2006. It has a good combination of winter and summer tourism. Croatia has a much longer coastline than Montenegro and Bosnia and Herzegovina, which attracts more tourists. Croatia is the most developed country but has not been able to develop tourism for the time when the summer season is over. The reason why Croatia doesn’t have winter tourism is that it has no access to the mountains that can create ski tourism, which is the case for Bosnia and Herzegovina and Montenegro. Bosnia and Herzegovina is a country with a lot of cultural and religious tourism; however, it is a multicultural country, which sometimes creates conflicts which are negative to cooperation between tourism organizations within the country. These contradictions are not present in Montenegro and Croatia.

My conclusion regarding Neum is that it has hotels and attractions, which give a potential to attract tourists but it needs to develop a better regional cooperation and infrastructure. It simply has to make a better image of itself in order to give travel agencies reasons to cooperate with them.

Place, publisher, year, edition, pages
2010. , 53 p.
URN: urn:nbn:se:sh:diva-7912OAI: diva2:411098
Social and Behavioural Science, Law
Available from: 2011-04-18 Created: 2011-04-15 Last updated: 2011-04-18Bibliographically approved

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