engleski

The effects of including the cultural sector in the tourist product of destination - strategic considerations regarding Istria as the region of cultural tourism and Pula as the European Capital of Culture

The current global recession has pointed out the significance of strategic considerations for development as well as the use of destination comparative advantages and market potentials regarding new selective forms of tourism, particularly cultural tourism, which is best related to the preferences of (post)modern tourists. The strategic management of market possibilities within a destination should, therefore, include modern models which will link global trends and demand features with authentic and unique components of tourist product. In the dynamic global context, the classical tools of marketing management should reduce market risks and threats, and also turn locally specific features and advantages into development chances, enabling the good-quality positioning of destinations whose international competition is based on the unique and highly-valued cultural resources and preserved natural heritage. Searching for the best development model, destination marketing teams will base destination branding upon research into cultural identity and providing definitions of the desired image. Combining cultural and tourist policies, they will map and network the available cultural capital and, starting from the most attractive heritage elements and stories, they will tend to position town at the international market as good as possible in order to make it even more attractive to visitors, investors and local people. The sustainable cultural tourism, which optimally uses the attraction resources of destination and its cultural capital by evaluating 'the heritage treasury', will enable us to define town as a unique and, at the global market, recognizable tourist-cultural product that offers authentic sensation and unique cultural experience. In this context, Istria is being positioned as a recognizable global brand, strong enough to be launched onto the international market, use development chances and enable the high-quality standard of living to its residents and visitors. Also, becoming a candidate for the prestigious title of the European capital of culture, Pula will confirm its Central European and Mediterranean urban identity, the image of creative city and the awareness of inestimable value considering the cultural and historical heritage.

cultural tourism, destination marketing, development strategy

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