MARINA AND LOCAL COMMUNITY IN SOCIAL RESPONSIBILITY: A CASE STUDY OF PUNAT

Abstract

Purpose: Croatian islands have many small communities where marinas are located and play the role of local leaders. The paper analyses socially responsible behaviour of a small local community to gain insight into the level of understanding of social responsibility as well as the forms of operational activity. Research was conducted in the municipality of Punat on the island of Krk and in Marina Punat.
Methodology: Structured in-depth interviews were used to identify the factors of socially responsible behaviour in the community.
Results: The research confirms the gradual shift from spontaneous to conscious socially responsible management and behaviour. Focusing on small Adriatic towns, particularly Punat, this study explores the relationship between the marina as a local leader and the local community. Findings show a developing unity based on shared socially responsible practices. However, legal regulations currently prevent joint investment in their mutual development. This paper proposes legal reform to enable coordinated socially responsible actions between marinas and municipalities, supporting sustainable local development.
Conclusion: Socially responsible business in Croatia is emerging as key to sustainable tourism. The Punat case shows how cooperation between local government and marina leadership fosters economic development, community well-being, and destination quality, despite legal barriers hindering joint investment initiatives.