Naslov
Reaching competitiveness: How we became one of the world best story

Autori
Paulišić, Morena

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, ostalo, znanstveni

Izvornik
CAUTHE 2020: 20:20 Vision: New perspectives on the diversity of Hospitality, Tourism and Events / Williamson, D. ; Harkison, T. ; Brothers, T. - Auckland : Auckland University of Technology (AUT), 2020, 489-495

ISBN
978-0-473-50923-1

Skup
30th Annual CAUTHE Conference 2020: 20:20 Vision - New perspectives on the diversity of Hospitality, Tourism and Events

Mjesto i datum
Auckland, Novi Zeland, 10.02.2020. - 13.02.2020

Vrsta sudjelovanja
Ostalo

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
cultural tourism product, competitiveness, destination, events, experience, value creation

Sažetak
Being competitive today in tourism means combining a unique physical, experiential and emotional touch. The purpose of this study is to determine how a successful cultural tourism product can be designed to be competitive and reach destination competitiveness. Competitiveness is a complex term, demanding to gain a well-balanced socio-economic factor, rising living standard, improving quality of life and providing a unique experience. This paper focuses on the process of value creation of a cultural tourist product based on a case study of Istra Inspirit which in 2009 was just a dream and in 2015 was recognized as one of the hundred best tourism stories in the world. Istra Inspirit started as a small local tourism revolution to offer an authentic Istrian tourist experience. The main goal was to keep the Istrian history out of oblivion and community alive with interactive performance in combination with a local authentic "stage", and interaction linked to the stories of location and community was a winning combination. Although achieving competitiveness has different points of view, Istria Inspirit has chosen: place and people, in a broader sense. Findings showed us that the concept of value creation is based on vision and leadership, the origin of the place, story and interpretive practice and partnership. Project Istra Inspirit has shown us that forgotten places can be "alive again", attract tourists to experience a walk, food, music, etc., be emotionally involved and be a platform for the development of new products/services. This study provides a blueprint for producing top-quality, long-term cultural tourism product based on useful Istra Inspirit know-how. We use an inductive interpretive approach and draw on rich longitudinal data collected in Istra Inspirit. This paper addresses practitioners and researchers who are working in this demanding area and are facing the challenges of creating original experiences.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

Napomena
Working paper

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