Rovinj is incredible and there are several resorts to choose from, based on your preference. I think those to the south are more interesting than tho north ones but you should investigate. Shops an restaurants are mainly in the Old town area but I prefer the beaches to the south, with beautiful nature. Find your perfect area, then choose accommodation.
Check the entire coastline in my MTB Street view movie from Rovinj - http://www.youtube.com/watch?v=9M35I33JH00. You can also see the Old Town and some places to the north.
My first pick would be Rovinj as a place to stay. The others are fabulous to visit, though, so don't miss those. "Best" is very difficult as it can mean so many different things.
Will you have a vehicle? That would enable you to do some exploring all sorts of lovely places and great restaurants outside those towns. How many days will you have? Which month? As you mention summer I assume July or August. Just keep in mind these places will be jam packed with people (Pula less so) so look beyond that. :)
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