engleski

Značaj izvornih turističkih iskustava za marketing lokacija kulturnog naslijeđa

This paper investigates the concept of authenticity that represents one of thedriving forces of cultural tourism and an important feature of a tourist offer, which makes it interesting for the marketing of cultural heritage sites. An explication of its theoretical background shows that authenticitz is an important but problematic concept which is insufficiently explored in thefield of tourism marketing. The key goals of the empirical study, which wasconducted among visitors to Romanesque sites in four European countries, focused on identifying and explaining the authenticity of their experiences. The results show that the questionnaire applied validly and reliably measured the concept of interest. Key differences in terms of perceived authenticity are found between groups of highly/lowly involved visitors and between domestic and foreign visitors. Perceived authenticity is positively related with the satisfaction and loyalty of visitors. The discussion of the results is followed by an examination of the implications for the marketing of cultural heritage sites.

Slovenia ; tourism ; cultural heritage ; marketing ; market research ; consumer ; research

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