engleski

Towards a recognizable cultural identity of Croatian tourism

Tourism as social practice is inseparable from culture. The position of tourists toward culture is divided. Tourists primarily motivated by culture are not many. However, on the global tourist market this group represents a growing, exceptionally lucrative niche. Accidental and reluctant consumers of culture total some 45%. Through specific elements of cultural offer tourist marketing aims to attract both groups. A truly impressive and highly presentable national cultural heritage is a key element in the process of Croatian tourism revival and creation of a recognizable identity. The most immediate task is to define a relationship between culture and tourism, i.e. what tourism can gain through culture, how culture can be applied in tourism, and how profitable it is. Investigations of printed promotional materials indicate a lack of fundamental understanding on part of the tourist destination regarding the role of cultural heritage in tourism. This indicates the need for improved private-public sector collaboration and a better understanding of the sociodemographic traits, i.e. national habits and class pursuits of prospective tourists.

cultural tourism ; commercialisation of culture ; cultural identity ; cultural heritage ; authenticity

nije evidentirano