The competition on the tourist market is getting more harsh, which imposes the need for continuous co-operation of academic and economic community with the objective to get to know the latest wishes and aspirations of increasingly demanding tourists, and improvement of the tourism offer in accordance with their preferences. Maximum efforts must be invested in achieving recognisability and competitive advantages on the international tourist market. The purpose of the paper was to point out the importance of Opatija Riviera as a tourist destination in function of contributing the development of a Croatian tourist product. The goal of the paper was to give the presentation of the importance of researching the satisfaction with the offer of a tourist destination. It is necessary to reposition the current position of the Opatija Riviera on the tourist market and to, through adequate promotion of the tourist destination, increase the tourist turnover.
tourism offer of the Opatija Riviera preferences of tourist service consumers competitiveness recognisability repositioning