engleski

CULTURAL HERITAGE AS THE FACTOR OF GROWTH OF COMPETITIVE ADVANTAGES OF TOURISM IN THE REPUBLIC OF CROATIA

Contemporary tourists become more demanding and want to actively participate in the life of the destination on their vacation. During their vacation, they want to gain new life experiences and learn more. Cultural heritage is an integral part of the entire habitus of a certain society and makes the unique identity of the destination. It integrates art heritage (music, painting, sculpture, dances, etc.), way of life (changes through historical periods – folk costumes, gastronomy, enology), industries, economic activities (from agriculture to contemporary IT technologies), etc. The objective of the paper is assessment of the competitive position of tourism on the tourist market, with special emphasis on the impact of culture and cultural heritage on competitiveness of the tourist offer. The paper aims to prove that, by including cultural heritage in the tourist offer, unique and innovative products will be developed which will result in an increase in tourists' interest in staying in the destination and in increased consumption. Methods of deduction, comparation and desk research are, among others, used in the paper.

tourist offer, cultural heritage, competitiveness, Republic of Croatia

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