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Possibilities for the development of creative tourism based on Podravina’s naïve art heritage

Purpose – the main purpose of this work is to explore the possibility for the development of creative tourism based on the rich heritage of naïve art in Podravina. Methodology – the literature research has produced a theoretical review and analysis of the phenomenon of creative tourism as a means for creating innovative tourism products that incite tourists to a complete immersion in the destination experience, which stands as the one of the main motives of modern tourist travels. In order to examine the possibilities for creative tourism development based on Podravina’s naïve art heritage, the authors have conducted an attraction base and SWOT analysis as well as an in-depth interview with four destination stakeholders that are presumed to be the backbone for the development of future creative tourism products. Findings – the data obtained through the analysis and the interview shows that there are several potential attractions as well as an incentive for creating the tourist supply that is based on the naïve art. However, there is no singular approach to the development of the destination tourism product nor to associating the stakeholders in creating a serious tourist supply and promoting the supply. Contribution – creative tourism based on the worldwide recognition of Podravina’s naïve art demands a wider integral approach to planning and managing the destination tourism product, an association in terms of delivering singular creative tourist experiences, as well as the support of national institutions.

creative tourism, naïve art, experience tourism, Podravina

Conference Proceedings is indexed and abstracted in: WOS Core Collection – CPCI (Conference Proceedings Citation Index), Cabi Publishing - CAB Direct, EBSCO – Hospitality & Tourism Complete, ProQuest - ABI/INFORM Global.