RESEARCH ON THE ADJUSTMENT OF CROATIAN TOURIST OFFER TO JAPANESE TOURISTS EXPECTATIONS

: A fundamental problem of Croatian tourism is insufficient quality level leading to seasonality, insufficient capacity utilisation and (non) profitability. Today, when tourist markets are turbulent, it is important to know a tourist, their wishes, expectation and outdo these. In order for the tourist to be satisfied, it is crucial to meet all segments of their expectations. Though an important aspect of tourist product or offer quality, insufficiently mentioned in Croatia is the respect of the culture the tourist comes from. Croatia is opening to new non-traditional markets it needs to adjust to. In order to remain competitive and continuously increase product and service quality, even the most unusual tourists’ requests should be met. Quality implies attitude: never say no to a client. This paper presents the results of researching readiness of Croatian tourist offer to meet specific Japanese tourists’ requests.