ࡱ> 5@bjbj22%XXVJJJJ```t$$$8%DT%,tbh&:&(&&&'''.b0b0b0b0b0b0b$SdRfTTbQ`4''44TbJ T &&b:::4`&`&.b:4.b::;n[``^&& I$8\ _b0b\f9 f@^ttJJ``f`^P'+:.L0'''TbTbttd$:tt$27th International Conference on Organizational Science Development KNOWLEDGE FOR SUSTAINABLE DEVELOPMENT March 19  21, 2008, Portoro~, Slovenia CLUSTERS AND RURAL TOURISM Marija Buselic, Ph.D., Associate Professor Ines Kersan -`kabi, Ph.D., Associate Professor Kristina Afri Rakitovac, Ph.D., Assistant Professor Juraj Dobrila University of Pula Department of Economics and Tourism Dr. Mijo Mirkovi, Croatia E-mail:mbusel@efpu.hr ABSTRACT Business clusters are widely acknowledged to have the potential to improve the financial performance of businesses within a cluster and contribute to the economic development of an area in which a cluster is located. The aim of this paper was to analyse the possibilities of developing clusters in rural tourism. The analysis has taken the Istrian County, as the most developed tourist county in Croatia, as a case study. The authors have used a questionnaire as a research tool. They have find out that those companies already involved in rural tourism in the County, taking into consideration different benefits, are ready to associate in a cluster. Key words: clusters, rural tourism, agritourism, Istrian County Introduction Numerous experiences on a local, regional or national level in different countries show that business clusters can increase competitiveness in many ways. An especial interesting process is that of clustering in tourism, due to it consists of different, directly or indirectly connected economic activities. Namely, tourism clusters, which have already being formed in different countries, have shown many advantages for companies directly involved, as well as for those that are indirectly connected. The aim of the paper was to analyse the possibilities of developing clusters in rural tourism. The focus of the research was on agritourism, as s specific type of rural tourism. The analysis has taken the Istrian County, as the most developed county in Croatia, as a case study. Taking into consideration different problems with which the owners of agritourism in the county has to bear on, i.e. administrative barriers, insufficient market identification, insufficient financial resources, etc., the authors have analysed the readiness of them to associate in a cluster. The research has included ten agritourism, which are considered as the most successful members of the Ruralis consortium. The role of clusters Competitiveness is a manifold expression, encompassing macroeconomic and microeconomic spheres. It has captured interest of underdeveloped countries and regions, and even more of rich and developed ones. Poor countries are trying to define and become specialized in a particular industry in which they obtained comparative advantage, based on cheap labour and rich natural resources, all in order to make it on the world market. On the other hand, developed countries are creating essential prerequisites for the growth and development of their economies and a higher level of social welfare, through transfer of technologies, mass production and innovations. Higher investments in education/science and the increase in innovations make the centre of aspiration for better competitiveness. Experiences of developed countries show that macroeconomic policy represents a significant support to the achievement of competitiveness. Yet the basis of competitiveness lies in the micro sphere the number, business successfulness, productivity, enterprise innovations, especially of small and medium-sized enterprises. The process of modern economic development encompasses the collaborative process that consists of enterprises, educational institutions, scientific-research industry and local, regional and national government. Competitiveness is determined by productivity (value per unit of input) through which the entire economy, region or cluster utilizes its resources (labour, capital and natural resources). Competitiveness on the micro level is presented the best through Porters diamond, which covers four interrelating elements: Factor (input) conditions: human and capital resources, physical infrastructure, administrative infrastructure, information infrastructure, scientific and technological infrastructure, natural resources. Context for Firm Strategy and Rivalry: a local context and rules that encourage investment and sustained upgrading; meritocratic incetive system; open and vigorous local competition. Demad Conditions: sophisticated and demanding local customers; local customer needs that anticipate those elsewhere; unusual local demand in specialized segments that can be served nationally and globally. Related and Supporting Industries: Access to capable, locally based suppliers and firms in related fields; presence of clusters instead of isolated industries. (Porter, 1998, 69-131). Clusters are listed among these elements as the form with a better chance of achieving a competitive position on the market. They have become a widely accepted concept in stimulating the productivity and innovativeness of companies and the formation of new businesses. Clusters are geographic concentrations of interconnected companies, specialized suppliers, service providers, and associated institutions in a particular field that are present in a nation or region. (Institute for Strategy and Development, http://www.isc.hbs.edu/econ-clusters.htm). It can be assumed that enterprises join clusters as interdependent and that they should have active channels for business transactions, dialogue and communication. Clusters provide: - Easy access to specialized suppliers, services and human resources, - Information spillovers, - Flexibility and fast change reaction due to extreme specialization, - Imitation facilitates faster innovation adoption. The cluster formation itself is not sufficient. It is important to know how the cluster would function and react to market challenges. Clusters can create a competitive advantage, proving the experiences of the most developed economies that increasingly utilize the cluster policy, as they are market driven. Clusters should increase competitiveness in three ways: 1. By improving the productivity through enhanced access to specialized suppliers, skills and information; 2. Innovation receives more importance as the need for improvement in production processes becomes highlighted- and firms working together can satisfy this need; 3. Once established, clusters will grow as the result of creation of new firms and the presence of new suppliers (http://www.clustercompetitiveness.net/theory). The goal is to increase living standard, which is achieved through competitiveness, based on the microeconomic foundations of competitiveness through sophistication of its companies and industries. A cluster can be formed based on an initiative from the business sector (bottom up), a state or multinational companies (top down) or the combination of these two models. The most natural is the model where enterprises itself recognize the possibilities of mutual cooperation and in that way create cluster fundamentals. The state role is restricted in this case. Such associations are characteristic for Western European countries. However, the development of small economy in transitional European countries is in its beginnings, i.e. it has begun with the process of transition in these countries. The enterprises did not independently develop the habit of mutual association. Therefore, the initiative to form clusters came from multinational companies that entered the market of a particular country in order to establish cooperation with enterprises in the same or similar industries. A state often comes as the initiator of cluster formation, including R&D and training actors. Yet, new forms of top-down clusters are artificial and there is a danger that the cluster might not function and execute expected activities in the right way. If so, enterprises within a cluster would not see the purpose of cluster itself and would want to abandon it. Therefore, clusters are theoretically a good model of cooperation and appearance on the market of small economic subjects. However, they might not always produce positive results in the reality. The results depend on motivation of subjects in a cluster as well as those who manage it. Economic policy in developing countries is usually centralized at the national level and there is typically little policy support relating to competitiveness and clusters. Cluster initiatives (CIs) are organised efforts to increase growth and competitiveness of clusters within a region, involving cluster firms, government and/or the research community. Today, cluster initatives are a central part of industrial, regional and innovation policy-making across the developed world. CIs are emerging within three distinct policy fields: 1. regional industry and SME policies; 2. FDI attraction policies, and 3. science, research and innovation policies. (Solvell at.all, 2003, 17). Rural tourism and clusters According to Eurogites, the European Federation of Farm and Village Tourism, rural tourism can be defined as a sustainable, multifunctional activity based on local resources related to the traditional agricultural activity, culture, or natural values in the countryside or in small towns where tourism is not the main source of income. Rural accommodation is understood as a small-scale hospitality service which combines personal attention, quiet and peaceful setting, and assured quality standards with good conservation of environment, human and cultural authenticity in connection with the local community and its traditions, products, gastronomy, and heritage, under the limits of security and safeguarding the abovementioned resources. The basis for the development and operational orientation of each household that works in tourism as additional activity is the creation of a specific autochthonous tourist product of the region, that uses comparative regional advantages and is based on the concept of a healthy way of living as well as locally produced food and active rest in a preserved and unpolluted environment, enriched by historical and cultural heritage. Figure 1. Criteria for defining rural tourism CriteriaInterpretative orientationsSituated in the countryside, in a village, or in a small town< 5000 inhabitants in the village/town, or in very typical/traditional quartersRural surrounding, with evident characteristic of traditional farming, agriculture, or high nature values high nature values = Nature Park or similar. "Traditional farming" excludes predominance of industrial farming (landscape dominated by greenhouses etc)Tourism is not the main or dominant activity or source of income in the closer areaRelation "tourist beds / inhabitants" should not exceed = 1 / 1Good conservation of environment, quiet and "peaceful" setting, no noise or pollutionSmell and noise resulting from traditional farming are acceptableAuthenticity of the accommodation and ambience-Hospitality Personal attention by the host-Small-scale capacity of the accommodation unitupper limit, around 40 bed placesCompliance of statutory and assessment criteria(compliance of the EuroGites Quality Assessment Standards)Social and environmental sustainability in the context of a multi-functional activity in the countryside (apply criteria of the Agenda 21 for Tourism once it is defined)Connection with the local community and traditional cultureMinimum integration of the activity into the surrounding community, guests have possibility to get in contact with the local reality if they wantLocal products and gastronomyto be available in the surroundingCulture (folklore, crafts, traditions, heritage, etc.)to be available in the surrounding Excluding criteria are: urban or industrial setting or surrounding mass- or highly developed - tourism areas noise, risk/danger, visual and other pollution rural-typical impacts are acceptedEurogites, 2007. In 2006. in Europe there were about 350 000 units of accommodation in rural tourism with estimated 4 000 000 bedplaces. The overall revenue (direct touristic spending + local multiplyer) was estimated as more than 150 000 million EUR, i.e. similar to the GNP of Poland or three times the tourism production of France, as the most important receptive country Europe. Revenue reverts almost entirely to the local rural economy. (Eurogites, 2007) The formation of clusters in rural tourim can result in different benefits for their memebers. They may derive from the common agriturism promotion, simplier and more convinient supllly terms, common entrance on domestic and foreign markets, use of common services, assistance in business problem solving, etc. According to surveys, registered tourist rural households in Croatia show a continuously increasing trend and constant development. In February 2007 there were 352 tourist rural households registered in the Republic of Croatia with 886 beds, out of which 288 or 81% offered food and drink, while 207 or 59% had brandy and wine tasting facilities. The largest number of registered tourist rural households can be found in the County of Dubrovnik-Neretva, almost 70 (20%) with 23 beds or 2,6 2% of the total number of beds in Croatian rural tourism industry. The County of Istria is the second largest with 64 beds (18%), but with a significantly larger number of beds 253 beds or 28.6% of the total number of beds in Croatian rural tourism industry. Apart from those two counties significant numbers of registered households may be found in the following counties: Zadar, Split- Dalmatia, Osijek-Baranja, ibenik-Knin and Zagreb, whilst other counties, especially the mainland counties show increasing trends in rural tourism development. (HGK, 2007, 7) Clustering in agritourism: the case of the Istrian County Methodology Considering that the Istrian County is the most developed tourism county in Croatia and that it has the longest experience and infra and suprastructure for rural tourism in Croatia, it has been chosen as a case study. Different varieties of rural tourism have been developed from 1996. The focus of this research was on agritourism. The aim of the research was to investigate the readiness of economic subjects which are already involved in agritourism to associate in a cluster. The research was taken in December 2007. It has included 10 subjects in agritourism that are recognized as the most successful members of the RURALIS consortium. The enrolment of interested household in rural tourism (agritourism, rural vacancy houses, rural bed & breakfast, rural family hotels, vacancy on wine roads and food presentation rooms) in that consortium started in September 2007. These households were inserted as overture and every household will work trough business clubs. The goal is to design further development and marketing policies and also to solve actual problems in every mentioned group. Ruralis is the only member of Eurogites from Croatia. Field research was carried trough a questionnaire with 12 questions (8 were closed-type and 4 were open-type questions). The questionnaire was filled by examinees as a personal appraisal. Research results The observed subjects are situated mostly on Buje and }minj area. San Mauro, Momjan - Buje, is the first established agritourism (1990), while the first established agritourism on }minj area is Paladnjaki (1992). The other observed agritourisms were established in the late 90's and at the beginning of year 2000. Mostly they offer just food and drinks with an accent that these are their own products. Because of their limited space, occupation with their own production, small employee number (mostly 5 members of the household), work time is on order. The widest rank of services, among the four objects which provide food, drink and accommodation services, has agritourism Ograde, in Katun Lindarski, which offers also sports activities, work on their property, workshops about old crafts and fireplace cook school. Guests coming from Germany, Netherlands, Belgium, France, England, Italy and Croatia visit these subjects. Guests provide their information on the observed subjects by their own experience and recommendation from people who used these services already. Additional information sources, in 50 percent of observed subjects are the Internet, tourist agencies, touroperators, promotion materials and national tourist board catalogues. Problems that burden business activities of small business subjects derive from their size. These problems are analysed in Table 1 and ranked from 1 to 7 where 1 is the most significant problem and 7 the less significant one. Table 1. Burden business activity rank ELEMENTRank averageAdministrative barriers1.7Insufficient financial sources2.4Inadequate environment infrastructure3.4Insufficient market identification3.9Insufficient new knowledge access4.0Unconformity of their offer with the offer of other tourism subjects in the surrounding4.2Insufficient cohesion with other agritourisms4.4Source: authors calculation. Table 1 shows that the most significant problem are administrative barriers, which took the first place, and was ranked 1 by 50 percent of the examinees. This problem took first place also by rank average with a 1.7. The second significant problem is the insufficient access to financial sources with an average of 2.4 (mostly concerning information about legislation and requirements for acquiring facilities). The less significant problem is insufficient cohesion with other agritourisms, with a rank average of 4.4. Although this was the most propitious rank, it is significantly under rank 7, which shows some unknown terms. As RURALIS members, they expect benefits trough services quality improvement education and better outflow of goods between different agritourisms. Most of them know little about the cluster, but all of them ten would like to be a member. The assumption is that they all want to advertise on one place because of costs reduction, unitary standardization, better cohesion between production and consumption and the possibility of stronger influence on legislation. Table 2. Cluster membership advantages ELEMENTRank averageUse of common services2.6Common agritourism promotion2.8Obtaining guidelines for further development of the tourism offer trough market trend monitoring system3.2Common entrance on domestic market3.7Common entrance on foreign market3.7Assistance in business problem solving3.7Simplier and more convenient supply terms4.7Source: authors calculation. The potential cluster membership advantages ranked according to the owners opinion are shown in Table 2. Advantages are ranked from 1 to 7. Number 1 is the most significant advantage and number 7 is the less significant one. Table 2 shows that the most significant advantage, with rank average of 2.6 is use of common services, followed by common agritourism promotion, with an average of 2.8. Three of seven suggested advantages have an average rank of 3.7 (common entrance on domestic market, common entrance on foreign market, assistance in business problems solving). The less significant advantage for cluster entering, with a rank average of 4.7, is simplest and more convenient supply terms what is intelligible because agritourisms are focused on offering their own products. From the ranks above is seen that cluster-entering advantages refer to the elements which decrease the time and cost of promotion cost and contribute to the quality of supply. 4. Conclusion According to the realised research in this paper, the fundamental burdens with which households in agritourism in the Istrian County are faced in are: small size, administrative barriers, insufficient financial sources, inadequate environment infrastructure, insufficient market identification, lack of new knowledge access, unconformity of their offer with the offer of other tourism subjects in the surroundings and insufficient cohesion with other agritourisms. The research has shown that the involved households in agritourism have shown an exceptional interest in entering in a cluster due to they expect different benefits, such as: use of common services, common agritourism promotion, obtaining guidelines for further development of the tourism offer trough market trend monitoring system, common entrance on domestic and foreign market, assistance in business problem solving and simplest and more convenient supply terms. Despite all that, the authors have observed that the analysed agritourism have insufficient information about the possible functions of the cluster. So, it will be necessary to find ways of increasing the level of information and knowledge of the owners of agritourism. In that process, the educational institutions in the field of tourism of the region should have a much more important role than they have today. Besides that, the authors consider that the regional government, as well as the state, should have a more active role in that, process based on horizontal policy measures. Literature: Cluster theory, Available from: http://www.clustercompetitiveness.net/theory Croatian Exporting Strike (Hrvatska izvozna ofenziva), The strategy of period 2007-2010, Available from:  HYPERLINK "http://www.hup.hr" http://www.hup.hr. Eurogites, Available from: http://www.eurogites.com European Commission (2002): Regional clusters in Europe, Observatory of European SMEs, Enterprise publications, No.3. 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Ketels, Ch., Lindqvist, G.; Solvell, O. (2006): Cluster Initiatives in Developing and Transition Economies, Center for Strategy and Competitiveness, Stockholm, available at:  HYPERLINK "http://www.cluster-research.org" http://www.cluster-research.org or  HYPERLINK "http://www.sse.edu/csc" http://www.sse.edu/csc. Porter, M. (1998): The Competitive Advantage of Nations, Palgrave, N.Y. 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