engleski

The level of environmental preservation of rural Istria as a vital factor of marketing and sustainable tourism development

In 2008, the authors of this paper conducted an extensive tourist survey in 30 types of accommodation facilities in the coastal and rural parts of Istria. Based on this survey, they present the attitudes and travel motivations of tourists in Istria, and underline the importance and influence of a preserved environment to tourists in choosing a destination. Results show that over 18% of the tourists surveyed prefer to spend their holidays in a rural area and are accustomed to buying and consuming ecologically produced food, while more than 70% of the respondents are interested in buying and consuming organic food in Istria. The survey also shows that 60% of the tourist surveyed would like to consume organic food as part of the gastronomic offering of the hotels in which they are staying. Over 70% of the respondents would be willing to spend up to 30% more for organic foodstuffs relative to conventional food products.

rural tourism; sustainable development; ecology; organic food; marketing;

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