engleski

Cultural tourism in postindustrial regions: the cases of Slavonia-Baranja and Vojvodina

This paper examines the similarities and differences of the cultural tourism development in Slavonija and Baranja (Croatia) and Vojvodina (Serbia). The two regions share similar cultural heritage, whereas now they are on similar paths of development directed towards postindustrial economy and creative industries. The aim of the study was to determine the strategies of cultural tourism in both regions, the extent to which the cultural tourism is integrated into the tourism offer of the regions, the type of culture, cultural heritage and cultural/civilizational identity that is promoted for tourism purposes, and to explore whether inauthentic/simulational or authentic tourism is being promoted. A mixed method content analysis was conducted on a sample of tourism websites (N=107) of two distinct tourist stakeholders in both regions, with the appropriate checks of research validity and reliability. The results show differences between the two regions with regard to the cultural tourism strategies, wherein Slavonia and Baranja opts for traditions/ethnic cultural tourism, while Vojvodina follows a more diversified strategy, both in cultural tourism and in tourism in general. Notwithstanding the fact that both regions emphasise their locality uniqueness to a same degree, Vojvodina is much more involved into projecting representations of authenticity and difference from everyday/mass/artifical that can be experienced when visiting Vojvodina. It seems that Slavonia and Baranja focus on tourists that seek peace and relaxation, with ensuing shallow cultural experiences (casual and incidental cultural tourists), while Vojvodina aims more for tourists who seek and/or find deeper and more elaborated cultural experiences (purposeful cultural tourists).The authors bring the paper to a close by delineating practical and theoretical importance of the study and prospects for the future research.

Authenticity ; Cultural tourism ; Identity ; Postindustrial economy ; Postmodern society

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