engleski

Influence of creative industries on the tourism of the Republic of Croatia

Today creativity, as a capability of creating and realizing new ideas has become an inseparable part of economic life, survival and successful business. In the time of growing globalization and media integration, low transaction costs and reduced need for investing in a cheaper technology, the whole world has become a unique market for creators, no matter from where they originate. Market on which creators are doing business is exceptionally dynamic, and creative industry has the advantage in front of other sectors due to exceptional adjustability. When discussing tourism, the term creativity has been used frequently, especially related to the creative industries, with a goal of creating new tourist offer. The concept of creativity has integrated in tourism through a range of various forms, respectively through creative people, products, processes and places. The goal of this paper is to provide a theoretical insight into the field of creative industries and their contribution to the development of a competitive tourist offer, to analyse the state of creative industries as well as their influence on tourism development in selected world destinations, and in the Republic of Croatia, with a goal of determining the examples of good practice, and possibilities of strengthening this segment in the Republic of Croatia. The following scientific methods will be used in the paper: inductive and deductive method, method of analysis and synthesis, method of proving and refutation, and descriptive method. The significance of creative industry will be determined as a potential for creating competitive advantages of a destination on a world level, as well as increasing the tourist turnover.

creative industries ; creativity ; tourism of the Republic of Croatia ; competitive advantages

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