Naslov
Improving coastal forest fire protection: A case of community based social marketing

Autori
Horak, Siniša ; Marušić, Zrinka ; Tomljenović, Renata

Izvornik
Tourism : an international interdisciplinary journal (1332-7461) 51 (2003), 3; 243-286

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, izvorni znanstveni rad, znanstveni

Ključne riječi
Forest fire ; awareness ; community based social marketing ; direct educational methods ; effectiveness ; Croatia

Sažetak
The article deals with the problem of frequent forest fire along the Croatian coast and on the islands, the main tourism resorts of Croatia, and the methods that can be used to minimise human neglect as one of the main causes of those fires. Since 1997, Croatian government has invested in different public awareness campaigns in order to increase local population knowledge concerning safe fire behaviour in the open areas as well as in the protections and reconstruction of the Mediterranean forests that are one of the important tourism resources of the region. These campaigns were primarily based on mass marketing, they were oriented to whole population and unfortunately, have not resulted in expected change of behaviour of local population nor in decrease of the proportion of open-air fires caused by human neglect. That was the reason to introduce, for the first time in Croatia, the principles of community based social marketing and create and apply new educational methods in the forest fire prevention programme and, finally, to test the feasibility and the effectiveness of these methods in the pilot area.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

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