engleski

Evaluation of Competitive Advantages of Cultural Tourism in a Tourist Destination

Cultural resources are an exceptional tool for attracting tourists into a destination. They are a characteristic of a tourist destination, because there are no two destinations with the same cultural resources. Through the resources, destinations can achieve all the advantages of cultural tourism like authenticity, specific quality, recognisability, image… which will achieve advantages on the tourist market in comparison with other destinations. However, existence of cultural resources does not ensure success on the tourist market if such resources are not managed in a strategic and sustainable manner, i.e. if there is no adequate organisational structure which will manage tourist development in a destination. Most destinations enters the global tourist market in a hazardous way, which is a consequence of wrong assessment of the market and real competitive position, and disregarding changes which tourism may bring. In cultural tourism, development must not be left to unorganised development because negative impacts of tourism on cultural resources may be incorrigible.

cultural tourism; destination; development; competitive advantages

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