engleski

Cultural resources as a factor of tourism development of rural Istria

Current and prospective tourists make their decisions about the choice of a tourist destination depending on whether the destination’s offering meets their needs and wants and is capable of providing them with an unforgettable experience. The primary motivation of tourists who choose a rural destination is their desire to get to know the local culture, to establish contact with the local people, and to learn about national folklore, gastronomy, crafts and customs, festivals, museums, galleries and other cultural and historical monuments. Because of this, many destinations are faced with the problem of how to increase the value of their overall tourism offering. Today the preferred rural destinations on the tourist market are the ones whose offerings allow tourists to engage in a variety of activities, which cultivate their own tradition and are constantly adapting their offerings to the needs, interests, motivations and behaviour of tourists. The purpose of this paper is to identify the motivations of modern tourists in globalization conditions, based on surveys conducted in 2012 and 2013 in Istria. The paper aims to determine the extent to which cultural resources in the rural part of Istria affect demand. The authors’ specific aim is to put forward proposals as to what kind of cultural product should be developed and offered to the market to attract more visitors to the destination.

culture; resources; heritage; tourism; development; offering; marketing

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