engleski

SPECIFICITIES OF CULTURAL EVENTS MANAGEMENT IN TOURISM (Case study: Istrian region)

In complex conditions of changes in life and work, tourist demand follows the changed needs and desires of potential tourists in terms of overall growth in personal and public standard as a result of the general development of science and broader application of new technologies, increase of common knowledge, more available and cheaper forms of collective and private transport systems. Modern managerial directing of cultural events in tourism is contained in the orientation towards guests and staff as well as in constant innovation and change. The fundamental purpose of the modern managerial principles of tourism events, which is contained in the orientation towards: guests, staff and constant innovation and change. It is clear that in the struggle for every participant and visitor of the event, only the best will survive, those which have even before the crisis, been offering high quality programs, excellent entertainment and extra experiences in order to reach and maintain competitiveness. The study was conducted in the preseason of 2010, on a selected sample of various Istria Tourist Boards’ management using survey methods. The aim of the research is contained in rating the characteristics of the management of cultural events in the tourist destination of Istria and defines the methods used and ways of monitoring cultural events. The results suggest that the existing managerial activities need to be adequately adapted to new conditions, different from the way it has been in the past.

management; cultural events; evaluation; competitiveness

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