engleski

Modern Tendences of the Demand of Rural Tourism and Influence on Changes in Channels of Sale

Over the past three decades, a primary feature of Croatia’ s intensive tourism development has been its mass-oriented and rigidly designed tourism offering. In this period, accommodation capacities have constituted the basic development element of tourism in Croatia and in Istria, with "sun-and-sea" being the primary travel motivation of inbound tourists. Many other Mediterranean tourist destinations also continue to offer the sun-and-sea product, but in a substantially altered form. Emerging under the impact of competition, and demographic and social change, this new sun-and-sea concept is based on sustainability, healthy lifestyles, service quality, event tourism, outdoor recreation, customisation, etc. To compete successfully with leading European tourist countries, Croatia and Istria will need to develop tourism based on the principles of sustainability, preserve and improve their regional identities, and design appealing tourism products adjusted to diverse target groups. Based on research conducted, the authors of this paper conclude that it is possible to make changes to the existing mass offering and to ensure sustainable development through the development of various forms of rural tourism in the unbuilt and environmentally preserved rural areas of Istria.

client demands; concept change; rural tourism; marketing; management; tourism in Istria

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