engleski

Music as a Tourist Product – The Management and Marketing Model

Selective forms of tourism are gaining in importance in the tourism market. Cultural tourism, as a selective form of tourism par excellence, records a significant growth. It appears now on the tourist market either as a stand-alone tourist product or as part of integrated products of the residential tourist destination. During its development, cultural tourism has gained numerous sub-forms, among which musical and cultural tourism can be found. Musical and cultural tourism are specific forms of selective tourism, primarily because of its universal, evergreen character and the “language” of music which takes on an additional meaning through a socio-cultural aspect, while observing music through its wide range ; from traditional music, as a highly “democratic” form of folk expression to the most sophisticated forms of classical music. It seems that this “width and universality” of music through space and its “timeless component” provide the basis for its implementation in tourism primarily because of autochtonal elements and connections with its place of origin. It is as if this is precisely one of the reasons why this form of art is increasingly emerging as an integral part of the tourist destination products, whereby, especially this paper, seeks the opportunities to overcome the current music marketing form as part of the overall tourist product. Whereby “consuming music” becomes a part of the overall tourist experience for visitors of a destination and turns into an “independent” cultural tourist product. In this paper, the authors explain the occurrence and characteristics of these new forms of selective tourism - music tourism, and propose a regulative model of this system. The basic assumptions on which the model is based are as followed: a formed management system for musical tourism, based on a partnership network of stakeholders in tourist destination, systematic planning and effective promotion of the musical cultural tourism product and last but not least: raising awareness about the existence and the need for further promotion of culture and cultural values, specifically music as a form of intangible cultural heritage, through this form of tourism. During the construction and implementation of this model in a tourist destination, it is necessary to include all management functions: planning, organizing, leading and control (monitoring) do that the system can function effectively. The same model is also the subsystem for the management of cultural tourism as a whole, which is also a subsystem of the integral management of a tourist destination as a system that has the task to create and manage an integrated tourist destination product. The model is based on primary research and on the practical experience of the authors.

cultural tourism; music tourism; marketing management model for cultural tourism; selective forms of tourism; music and tourism

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