engleski

Croatian Tourism: Consuming Culture, Affirming Identity

Croatian ‘ untapped’ tourism potential is on the demand side marked by steadily increasing international arrivals, and on the supply side by poor infrastructure, questionable quality of accommodation in the need of investment. Awareness of the economic and employment potential of the use of cultural heritage for tourism purposes contributes to a more productive/positive perception of cultural tourism in Croatia. In relation to the marriage between cultural heritage and tourism, two complementary processes seem to have started: the shaping of Croatian culture for tourism and the shaping of Croatian tourism for culture. It is, however, important that Croatia should not be discouraged by the Janus face of culture commodification. Yes, cultures--essentially living and learning forms--do tend to become subject to consumerism, lose their social role, their political function and their authenticity. On the other hand, the presentation of cultural artefacts is identity affirming and liberating, which is especially important for cultures, such as Croatian, seeking to explain their traditions and values. An appropriate use of the discourse of tourism, which is typically promotional in nature, has a chance of entering other orders of discourse, and is instrumental to the most attractive of all consumption processes, will enable the destination to assume control over the tourist and to exert power to induce/increase consumption.

Croatian cultural heritage; tourism; transition; education and research; discourse of tourism

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