engleski

Realising the potential of cultural resources in destination development

Main problems considering usage of culture in tourism are identified (partnership, communication, interpretation, clustering, branding). It is no longer sufficient to provide a series of individual events or attractions that entertain the tourist. Complex products are being developed building strong emotional reaction and connection to a particular place. In that context the paper focuses on the role of integrated authentic cultural heritage in Croatia as a basis for future tourism development. It deals with the holistic approach to cultural environment of a destination as the basis for any selective sort of tourism. Application possibilities of WTTO documents, such as Charter on sustainable tourism and Quality standards, etc.are illustrated. Quality approach through authenticity of culture is explained. The role of integrated cultural quality management in developing destinations is considered. Paper is trying to identify possible practical examples, attractive sources and routes connecting attractive sites and events and potential markets. Wrapping them together in the destination brand, tourism is instantly offering more than just buildings, service and attractions: the destination is far more than just a sum of these parts. Basic motivations of modern tourists regarding visits to cultural attractions and locations is identified. Needs and expectations of desired tourists are specified. Modifying and intensifying role of local culture in branding a destination is considered The importance of raising awareness of the residents of the city, of their role in promoting the image of Croatia and its historic cities as a high-quality environment for spiritual and physical recovery, is explained.

cultural tourism; experience economy; emotainment; sustainability; uniqueness; identity; undedeveloped resources

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