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Review of identity – example of the town of Hvar

Global changes have influenced and modified the development of the town of Hvar and thus the formation of his identity of his over time. The town of Hvar is one of the oldest towns in Croatia and in the past it had significant influence in a cultural, a scientific and an economic development of the island and Dalmatia as well. The town of Hvar is also the founder of organized tourism in Croatia, and due to that fact, its defining of the identity of the town of Hvar is strongly linked with developing of tourism in the last half century. However, tourism is a very dynamic phenomenon which is adapted to some changes in the demands of potential tourists. The reason is the aspiration of tourists for discovering a new destinations and desire for new experiences. At the same time, tourists want more quality vacations and more activities. Many of them want to experience the native life style and meet the atmosphere of such a destination. In the future development of identity, the town of Hvar should use its competitive advantages of the unique micro climate conditions, but also, diverse natural resources, rich cultural and historic heritage, hardworking and hospitable people, the gastronomy (authentic local food and wine). Consideration of the town's identity through time can be followed from the original identity of health tourism, a destination for the mass tourism in the 20th century and in some changes which happened in its tourism identity in the last 10 years. Obscure vision of economic development has led to an uncontrolled development of tourism in the town which had strong influence on its changes of tourist identity. Therefore is necessary to strategically rethink how the town government should review its mission and the future development including new trends. The authors of this paper want to find out how the local inhabitants see the current tourist identity of the town of Hvar and how they see the future identity of the town of Hvar. To this aim a survey was conducted among the local inhabitants. The findings should lead to some conclusions, how to plan the future sustainable development where some economic, ecological and social criterions of the sustainable tourism development on this town could be accomplished.

organization identity, sustainable development, the town of Hvar, tourism, tourism destination

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