engleski

Cultural attractions in the function of sustainable development- the case of Dubrovnik.

Developing cultural tourism is a process and communities have to keep in mind that developing high quality cultural program requirse an investment of financial resources and commitment of human resources, but at the same time cultural tourism can have tremendous economic impact on local economies. A well-managed cultural programs could also improve the quality of life of local residents and contribute to the preservation of attractions. For the purpose of this paper we have carried out primary research in April, May, October, November and December in 2011. , on the area of Dubrovnik including the sample of 355 tourists. The aim of the research was to examine the attitudes of tourist visiting Dubrovnik out of high season towards culture as a tourist product. The inquiry contains 41 questions divided into the three groups reffering on socio-demographic characteristics of the tourists, motivation and satisfaction with the cultural product in Dubrovnik. According to survey data obtained by interviewing sample of 355 respondents who visited Dubrovnik 2011 in the months out of high tourists' season, it is evident that the quality of the cultural product is not satisfying, so Dubrovnik has to improve the quality of cultural tourist product offered in the time out of the high touristic season. Large number of tourists express interest for active participation in creative workshops, among which most popular are culinary courses, different art and traditional crafts workshops, such as archeological excavations. Unfortunately, this form of cultural offering is neglected and almost unused in Dubrovnik. It is necessary to allow better access to museums and sacral objects out of main season. The same is the fact with festivals and events which mostly take place in Dubrovnik only in high season. Through education and training programs it is necessary to educate tourists and tourism industry about acceptable behavior. We consider it is necessary to improve the cooperation between Tour Operators and Destination Management company in Dubrovnik such as a partnership throughout the entire supply chain. Better cooperation between all stakeholders in supply chain can increase level of tourist satisfaction with the cultural product, stimulate development of different activities and extend tourists's season. The sustainable cultural tourism development, based on improved quality, diversification and better adaption to the tourist expectations could contribute to prolongement of tourist season, better distribution of tourists and crowd reducement in Dubrovnik during the main season.

cultural product; improvement of quality; sustainability; Dubrovnik

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