engleski

Tourism future – towards transformational tourism

This chapter ties together the main proposition of the book grounded in the tourism planning framework to dwell on the future of tourism and tourism research. It emphasizes tourism’s power to transform society towards a more healthy state of being for all stakeholders. It discusses how operators, travelers and host communities shape tourism development and what this means for the future of tourism in Croatia, Mediterranean and globally. In doing so, it brings forward two key emerging issues that challenge the continuation of ‘business as usual’. Firstly, we discuss the growing trend of conscious, new consumers who increasingly challenge the current overtly materialistic and unsustainable forms of their lifestyles and the irresponsible economic system that feeds from/into it. Secondly, we unpack the notion of transformational tourism that serves as a potential catalyst through which conscious tourists, hosts and social entrepreneurs work on economic and social change towards more just, ecologically responsible and culturally diversified system of human affairs. We envision the Croatian tourism industry to take on this inspiring opportunity to potentially become a global leader of transformational tourism for Croatian and planetary sustainable futures.

tourism future, transformational tourism, conscious consumer, social entrepreneurship

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