engleski

Marin Držić : A Case for Croatian Literary Tourism

In spite of the positive experience with literary tourism worldwide, Croatian tourist destinations do not recognise the value of literary heritage as a potential tourism product and as a key tourist attraction. Not that Croatia has nothing to offer. On the contrary, Croatia boasts of strong literary figures throughout history, in the field of prose, poetry, and drama. Croatian tourist destination managers, it seems, perceive tourists primarily as consumers of sun, sand, and sea, and are not aware of key trends in contemporary tourism. Simply, they are far too complacent with the present ideology of Croatian tourism. This article explores the possibility of turning Croatian literary heritage into a cultural tourism product. On the example of Marin Držić, a Dubrovnik-born Renaissance playwright, it shows how a literary figure can be commodified, and how new destination image(s) can be constructed and communicated.

commodification; Croatian literature; Držić literary site; Dubrovnik; literary tourism

18. bienalni međunarodni kongres Turizam i hotelska industija 2006. : novi trendovi u turističkom i hotelskom menadžmentu : knjiga sažetaka (+CD) =18th Biennial International Congress Tourism & Hospitality Industry 2006 : new trends in tourism and hospitality management : abstracts (+ CD) ; ur. Zoran Ivanović ; Opatija, Hrvatska 03.-05.05.2006. ; Opatija : Fakultet za turistički i hotelski menadžment, 2006. ; ISBN 953-6198-89-4