engleski

TOURIST PERCEPTION OF INTANGIBLE CULTURAL HERITAGE-BASED TOURISM PRODUCTS - THE CASE OF ZAGREB

The theoretical objectives of the paper are to critically analyse current scientific research insights related to the issue of intangible cultural heritage and to place it into tourism context ; to examine categories of intangible cultural heritage as potential tourism products ; to analyse promotional activities regarding tangible and intangible cultural heritage-based tourism products. The empirical objectives of the paper are two folded. The main objective and the purpose are to analyse tourist perception of intangible cultural heritage products in the city of Zagreb and to determine the ways how tourists become acquainted with such form of tourism product. Furthermore the purpose is to determine to what extent activities identified as elements of promotional mix are being recognized by tourists in the promotional efforts of this particular form of cultural heritage-based tourism product. The authors developed an electronic survey based on highly structured questionnaire. The questionnaire was adopted on the basis of a thorough literature review regarding interlinkages between tourism and intangible cultural heritage as well as marketing of intangible cultural heritage-based tourism products and tourist perception. Furthermore a preliminary research was carried out at Zagreb Tourist Board and tourism experts from the field of tourism products creation, promotion and public relations were interviewed. The survey was administered to international tourists visiting the most popular tourist attractions in the city of Zagreb (n=631). The overall results of the research demonstrate the lack of tourist perception of Zagreb’s intangible cultural heritage-based tourism products. On the other hand, tourists who have been well acquainted with intangible cultural heritage-based tourism products received the relevant information through advertising, personal selling and internet marketing. The paper provides a starting-point for further research on different categories of intangible cultural heritage-based tourism products and its corresponding promotional activities. Moreover, it offers significant insights into managerial practice and promotional activities regarding intangible cultural heritage-based tourism products in a tourism destination of Zagreb.

intangible cultural heritage ; tourism product ; promotion ; tourist perception

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