Traditional Cultural Manifestation Marketing and Service Quality- The Case of Dubrovnik Summer Festival

摘要

Marketing strategies applied in the cultural manifestation business practice greatly affect the success of a manifestation, even it is the case of traditional manifestation. The purpose of this paper is to research the marketing strategies applied in Dubrovnik Summer Festival, as traditional cultural manifestation old 65 years. For the purposes of this paper, a research was conducted among a sample of 200 participants who are local inhabitans of Dubrovnik and who were attenting the programm of Dubrovnik Summer Festival. Although the approach to marketing of Dubrovnik Summer Festival is handled with great attention, the results of this research signify a need for the continuous expansion of marketing activities, as well as for the implementation of new marketing strategies.