engleski

Crafting a national value driven tourism vision.

Starting from the premise that the formulation of a destination vision is the most critical aspect of strategic planning, this chapter gives insight into a process of creating a value driven vision that was conducted for the purpose of development of the Croatian Tourism Development Strategy to 2020. The value driven approach that calls upon awakening more human values of reciprocity and stewardship is based on the need to depart from the market-driven competitive positioning that has been underpinning the global tourism industry for too long, as it is proving to be seriously disturbing the fabric of social, cultural and environmental life. In the case study of Croatia this chapter exposes the complexities and challenges of the process in which personal/localized aspirations for a ‘different tourism that transforms and connects’ collide with the deeply entrenched political structures that are rooted in the overarching framework of tourism as primarily an industry and economic sector, hence no ‘emotions and values’ can be involved.

values driven vision, personal vs. political, Croatia

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