engleski

INTEREST FOR HISTORIC CITY – SUSTAINABLE AND CREATIVE INTERPRETATIONS OF HERITAGE AS A PRECONDITION FOR INNOVATIVE TOURISM

Since the beginning of its tourism until the beginning of the 21st century, the city of Zadar, a Croatian city situated on the Adriatic Sea, based its tourist attractions primarily upon sun-and-sea, which most tourists underline as their arrival motive. At the end of the 20th century, the tourist motivation for sea and sun as well as the spatial and seasonal concentration, that causes mass tourism, started to shift towards the types of tourism that have some other, seasonally and spatially less susceptible, motivators such as culture, natural attractions, gastronomy, entertainment, adrenaline, new experiences etc. During this period, Zadar hinterland Bukovica and Ravni kotari were not tourist attractive areas for the above mentioned tourists, but this area primarily represented a source of raw material required in Zadar tourist supply needs (food, beverages, etc.). A change of tourism concept would cause the Zadar hinterland to merge, in terms of tourism, with the city of Zadar into a single area of an innovative tourism destination. Within the project “Historical Centers, Modern City and Sustainable Tourism”, organised by the Faculty of Architecture, University of Zagreb and the Department of Tourism and Communication Sciences at the University of Zadar, there is a programme within the summer school that will thematise some less represented aspects of Zadar’s development potential during the next four years in order to create authentic tourism experiences. The basic philosophy behind the whole cycle of the summer school Zadar 2020 is searching for innovative models of cultural tourism and development opportunities, thus raising awareness of the potential that the area oriented to the city has, but in light of the fact that the connection between the city and its hinterland is slowly vanishing. Already the very first summer school showed the great potential of the Zadar hinterland in creating new experiences as well as its inclusion in the concept of stronger economic growth based on sustainable development and its diverse tourist offer. The summer school participants were given the following assignment: how to use and harmonise the Zadar hinterland potential so that the area can respond to the needs of modern tourists and the motivation behind their choice as well as to the latest trends in world tourism. In recent history this area, with its exceptional agricultural and cultural potential, has lacked a coherent cultural development strategy, especially the one that would be related to innovative tourism. The example of Zadar, as well as of some other Croatian cities, urges us to finally understand that the city should be observed, studied and planned integrally, together with its broad influence area. Erasing the administrative boundaries in space and people’s minds is the only way to overcome divisions and perceive the city in its wholeness. Zadar hinterland needs Zadar and vice versa. Interdisciplinary approach and integrated planning as precondition for sustainable development.

City, Heritage, Market Trends

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