ࡱ> 5@ *bjbj22 .8XX <<<l 0 :::8L::$0 K<<<<:(=(=>&-?d?4  $R٤p0 [>>[[0 (=(=eee[ (= (= e[ eezfΗl (=; @+P2:`v:*0KdIdIT t( Bt I ? kIeOPU!???000 0 ,:e0 0 :Jasmina Gr~ini Patricia Zanketi The Istrian Seabed  A Perspective of Sustainable Tourism Development Abstract Istria is enjoying an upward trend in tourism despite the general economic recession on outbound tourist markets, the reduced scope of travels, a preference for shorter holidays, the price increase of services in Istria, and the process of repositioning and restructuring the tourism offering of Istria. Accordingly, in this paper, the authors call attention to the need for continuous public-private collaboration and the systematic implementation of the Master Plan of Tourism Development in Istria. The paper aims to underline the importance of developing sustainable tourism, capable of yielding enhanced benefits to the local community, and generating and multiplying increased economic activity in the bottom-line. It also gives an overview of the current state of the diving market segment in Istria and, in general, in Croatia, while calling attention to the lack of statistical monitoring in this segment and the need for coordinating all actors in the tourism planning process (education, planning, legislation, marketing activities, etc.) Keywords: seabed, Istria, sustainable development, diving tourism, tourism planning. Introduction Plans for the strategic development of tourism in destinations are focused on developing prime tourism offerings and augmenting competitiveness on targeted tourist-generating markets. Sustainable tourism development should ensure long-term and short-term equilibrium, while creating value for all market participants. This calls for actors across all levels to behave in accordance with the principles of sustainable development. To meet this goal and achieve long-term sustainable development in tourism, it is necessary to: - understand, identify and satisfy all the needs of tourists, because, otherwise, they will share the negative implications of their personal experiences with everyone in their environment, and this could cause great harm to a destinations image; - ensure the prerequisites needed for businesses to operate profitably on the market, because by making a positive business environment, conditions are created that will ensure the arrival of new investors and the future development of tourism; - invest in the education and training of tourism workers across all levels, because of the exceptionally personal contact with guests and the essential need for highly educated managers; - insist on the protection and rehabilitation of natural wealth, which is a primary resource of Croatian tourism; - respect cultural values and the diversity of locations and residents, that is, destinations and the local people who stand to gain directly from tourism development. Their attitude towards tourism and tourists is vital to the impression that a country or a destination gives; it impacts both on guest satisfaction and on the overall benefits from tourism; - secure the ongoing active role of the state. By developing infrastructure, amending legislative regulations, etc, the state can greatly influence the countrys tourism potential, while enjoying the long-term benefits of tourism development. To ensure that the above goals can be accomplished, it is necessary to strike a balance between the relationships, needs and aims of the various actors on the tourist market. Only in this way can the preconditions to stable and long-term sustainable development in tourism be created. In light of global environmental, social and economic challenges, the international community has set up a framework to ensure sustainable development. The World Tourism Organisation defines sustainable tourism development by saying: Sustainable tourism development takes into account the needs of todays tourists and tourist destinations, but it also protects and enhances the potential for development in the future. All resources may be used only to the extent to which the economic, social and aesthetic needs of all actors on the tourism market can be met. In the past two decades, as people have become willing to spend more on a good tourism offering, there has also been an increase in the supply and diversity of complementary facilities and services included in tourist packages. Increasingly, one or another form of sport is being offered, in addition to a countrys beautiful sites, appealing locations and good entertainment. Recreational diving is one of the few things that brings together all the above while offering the possibility of visiting uninhabited places, and it implies the development of diving tourism. As the entire Adriatic region merits special care and protection, exploitation of the sea should center on usages that are capable of ensuring appropriate development, and all activities should be coordinated with what the areas natural potential can actually provide. The sustainability of tourism and ecology The concept of sustainable tourism is the result of appropriate tourism-development planning combined with environmental protection. Because the Istrian seafloor is still a zone of preserved natural equilibrium, tourism without planned development could jeopardise it. The number of people becoming a part of tourism movements continues to grow. The WTO forecasts more than 1,500 million international tourist arrivals. Exaggerated numbers of tourists in ecologically vulnerable areas are the cause of damage to the main tourist attraction the environment. Sustainable tourism development represents a step away from the familiar form of sun and sea tourism developed in the coastal regions of the Istrian peninsula. There are many definitions of sustainable tourism, including eco-tourism, green tourism, and environmentally and culturally responsible tourism. Because of its undesired consequences, mass tourism has brought about the need for developing eco-tourism. Population increase during the tourist season has primary and secondary effects on the environment. The negative impact of population growth is considerably greater than in the case where primary factors are involved. This has made selective forms of tourism accepted as a concept of tourism development for the future. The interaction of tourism and sustainable development evolves through: Interaction: the nature of tourism as a service industry based on new experiences, and the direct and indirect interaction of visitors, hosts and the local environment, Awareness: Tourism boosts the awareness of national and cultural diversities, Independence: Tourists are seeking new experiences, clean and pristine environments, authentic historical and cultural heritage, and friendly hosts. Inviting government bodies, all types of tourism organisations and the private sector engaged in tourism, the WTO organised a conference to promote the use of strategic planning in tourism. The result of this conference was the Muscat declaration, aimed at preserving the special assets of individual destinations and raising awareness of the need to rationally preserve the heritage. Some authors have explored the impact that local authorities have on developing and managing tourism (Bosetti et. al.: 2005). Other, macro-economic analysts focus on the impact tourism has on a countrys economy, the triggering of adverse economic effects, and the demands for state intervention (Nowak et al.: 2005). The major portion of tourism scholars around the world has studied the ecological effects of tourism on the development of cities, towns, regions, etc. (Davies and Cahill: 2000, Taylor: 2003). By monitoring the impact of projects of international institutions and the effects of tourism, many authors have come to the conclusion that most of the projects supported are conservation focused, while there are very few projects that monitor the results and benefits derived from using environmental standards in tourism (cf. a study of tourist preferences in the case of Laos, Morimoto: 2005). Water sports even simple swimming and bathing may have a harmful effect on flora and fauna (Muller, H.: 2004, p. 110), (Federal Environmental Protection Office, 1997, p. 51). The flora and fauna of the seabed are of great importance to leisure and tourism, and they represent a major attraction for tourists. Sustainability is a key concept in developing diving tourism in Istria. This relationship is usually impeded because of the lack of interaction between the authorities and practitioners in the field striving to put the concept of eco-tourism development into action. (Garrod, B.: 2002). Although the ruling institutions seek to bring about and conclude agreements that support sustainability, implementation in practise is grounded on a desire for generating profits (low opportunity costs) from the resources used. This results in an increase in the number of visits with damage to the locality as a long-term effect (Leujak, Ormond: 2007). To offset negative factors, it is necessary to adhere to the plans in documents adopted by public institutions in tourism that act with the intention of implementing sustainability. Selective forms of tourism (in particular those pertaining to adventure) are being valorised in tourism purposes and represent additional revenue for Croatian tourism. Also, it should be noted that because diving tourism is so closely linked to other forms of the tourism offering, on no account should it be regarded as a stand-alone branch of tourism capable of surviving on its own. Because the Istrian seafloor is still a zone of preserved natural equilibrium, tourism without planned development could easily jeopardise it. 3. Worldwide experiences in diving tourism Diving combines some of the features of nautical and adventure tourism, and it is also connected to speleology, underwater fishing, gastronomy, excursions and archaeology. It follows that exploring the seabed calls for specific knowledge and skills that are not lacking in Croatia. Namely, because of a rich historical heritage, Croatias seabed possesses a rarity on a world scale as many as seven, fenced-in underwater museums with intact shipwrecks from Antiquity. The marketing strategy in Croatian tourism development proposes activities in developing selective forms of tourism in the future, in particular, adventure tourism. The tourism industry of Istria is developing a tourism product that is backed by longstanding tradition and has a promising future in front of it. Of special interest are the Bike and Gourmet projects, which integrate the peninsulas sports, gastronomic, enological and olive growing offering. Diving and tennis are seen as new products with substantial potential. Table 1. Development concept of eco-tourism and development opportunities Hard approach (Active, profound)Soft approach (Passive, shallow)Commitment to environmental conservationDormant sustainability, neglected Specialised tripsDiverse tripsLong tripsShort tripsSmall groupsLarge groupsPhysical activity, physical challenge Physical passivity and comfort Several expected services High expectation of tourism services Profound connection with nature Superficial connection with nature Focused on personal experience Focused on interactionIndependent travelTravelling organised through tour operators and travel agencies Source: by the authors after: Weaver, D.B. (2002). The evolving concept of eco-tourism and its potential impacts, International Journal of Sustainable development (special editions of eco-tourism), 5(3), forthcoming. In the world literature, implementing the sustainability concept is primarily linked to selective forms of tourism, and it is based on applying the so-called soft or hard approach to sustainable development. The principles listed place the Istrian destination in the centre of the two poles of the successful application of this concept (Table 1). Diving tourism implies involving tourists in at least one diving expedition during their stay. Around the world, the diving experience is realised with the use of day boats, specialised day boats and dive training, as well as through a number of services that facilitate the experience. Exploration of the Istrian seabed is a primary development issue because of the damage caused to archaeological sites when divers fail to adhere to the routes permitted. On the other hand, the lack of standardisation in recreational activities is the cause of many incidents that occur in exploring the seafloor. Standardising a recreational activity such as diving is essential to ensure that, during their vacation, divers can enjoy experiences and training in a way that is safe. According to the Divers Alert Network (DAN) , about 150 diving incidents are reported worldwide every year. Most are successfully resolved. In addition to providing medical assistance, DAN also offers insurance polices, training and learning, organises seminars, and arranges the donation and renting of gear. The scientific public oversees the entire process. The organisations mission, to address the challenges of the future by working for each and every individual member, is derived from the definition of sustainable development (...) that meets the needs of the present without compromising the ability of the future generations to meet their own needs. Croatia has no organisation responsible for systemically recording diving incidents. Approximatively speaking, about 15 people are involved in such incidents every year. Engaging in this alternative form of tourism is a high-risk activity given Croatias involvement/non-involvement in diving-tourism traffic and revenues on a world basis. Worldwide, the amount of revenue from diving tourism is systematically monitored, as well as what generates it. Conducting regular tourist surveys regarding the quality of and prices in destinations focused on diving tourism can help to augment the multiplier effects tourism has on development. According to research by Rodales Scuba Diving Magazine (USA) , the major factor in selecting a destination for this type of tourist is the quality of the diving experience and its price. The study shows that a diving tourism destination needs to provide: A healthy maritime environment; Travel information; A large variety of diving sites (walls , coral reefs); Good visibility; Preserved underwater world. The study also covered the part of the tourist population whose primary travel motivation was not diving, but visiting beautiful landscapes, experiencing something new and enjoying a pleasurable environment. In addition, the magazine presented the fact that the most important factor in selecting a diving operator is the operators reputation. This type of clientele tends to stay in hotels, resorts and motels (63%); in hotels (45%), while only 33% choose to stay with friends. The types of foreign visitors include independent travellers (49%) and couples (31%); about 60% of all licensed divers belong to the 15-34 age group. The Tourism Queensland magazine conducted another important study of this type to gain a better understanding of the diving-tourism market. Results confirmed that it is necessary to: Develop a marketing profile for diving tourism; Provide the information that this type of tourist requires; Identify the factors and activities needed for developing businesses involved in diving tourism. This study showed that other holiday activities tied to this market segment include: going to the beach (75%), going to restaurants (68%), sightseeing (49%), taking walks (36%), going to pubs and disco clubs (35%), and shopping (33%). Istria as a diving tourism destination Diving tourism is a young and promising attraction and branch of tourism not only in Croatia but in the world as well. In Croatia, interest in this form of selective tourism began to grow rapidly in 1996 after the termination of the war. With its 1,185 islands and 5,835 kilometres of coastline, the Croatian Adriatic is an ideal platform for developing hunting and fishing tourism. Diving tourism, however, has failed to develop to any significant extent that could yield long-term benefits to the part of the coast on which it is pursued. Preconditions to development In the past decade, diving tourism in Europe has become a high-growth industry with an average growth rate of 15 20%. This indicates a distinct need for increasing the number of facilities to accommodate this type of tourist. Where diving tourism in Croatian is concerned, it is estimated that although some 100,000 people dive in the sea every year, only about 60,000 do so legally, that is, through organised diving expeditions. The majority of divers, equipped with underwater cameras, enjoy exploring the seabed world, while a small share likes to engage in underwater fishing. The development of diving tourism in Croatia is greatly facilitated by new motorways that have shortened the time needed for travelling and are helping to develop weekend tourism (diving tourism included), as well as by a large number of charter lines and shipping line connecting the islands and mainland. A constraining factor in development is the small number of accommodation facilities geared to this type of (mostly high category) clientele. Dive tourists generally have a high purchasing power, are highly educated and have a preference for the above average (cf. Chapter 3. Worldwide experiences in tourism). Clearly, Istria has a large number of diving centres and possesses a huge natural potential for developing this form of tourism. The services diving centres provide include renting top-quality and tested equipment, repairing personal equipment, and giving advisory assistance. The vicinity of a hyperbaric chamber in Pula enhances diving safety. Because of pleasant sea temperatures, diving in Istria is possible year round, but especially in the months from May to November. The existing resources that Istria possesses include: 43 registered diving centres, most of which provide top-quality services and are equipped to European standards; 13 diving clubs; current diving programs: discovery diving, shipwreck diving, marine biology, underwater photography, technical diving, diving lessons; 26 appealing shipwrecks along the length of Istrias coastline (and an estimated 10, yet undiscovered, wrecks); attractive and endemic seabed flora and fauna; marine biology experts; a professional association of diving centres within the Croatian Chamber of Economy (a reference organisation that brings together the representatives of diving centres); a diversity of diving sites; the possibility of diving the year round; an estimated number of about 50,000 divers in Istria yearly; an estimated number of about 550,000 overnights (diver + companion) in Istria yearly. The extent to which the profession and the scientific public have displayed an interest in developing diving tourism is illustrated in the following section in which the authors present the main results of research on diving tourism in Croatia. In 2005, the Department of Tourism of the Croatian Chamber of Economy the County Chamber of Pula conducted a study that involved 17 diving centres in Istria. Results showed that a little less than 23,000 dives were made in 2005. The number of dives is the basic indicator of the volume of underwater diving activities. The number of dives per centre range from 300 to 4,900 divers per year. There was an average of 1,322 dives in 2005. Of the 17 centres, 12 have permits for shipwreck diving, which cost them from HRK 6,000 20,000 a year. The Tomas 2007 survey, conducted by the County of Istria, reveals that during their stay in the destination, more than a third of all guests engage in sports and recreational activities (diving, fishing, adventure sports, tennis, etc.), touring the oil-olive roads, bird watching, and in coached health and recreational programs. The 2008 Master Plan of Istria sees diving as a form of the offering that has the ability to prolong the tourist season and enrich the destinations offering. This in particular refers to shipwreck diving, the part of the product that has the greatest potential. Table 2. 2008 Marketing Plan of Istria Program (product development)Istrian County Tourist BoardProduct systematisation90,000Products and DMCs460,000Bike tourism140,000Istria Gourmet220,000Diving100,000Tourism in the interior100,000Domus Bonus150,000Total800,000Source: 2008 Istrian Marketing Plan, Istria Tourist Board, December 2007, Pore . Table 2 illustrates the development program for Istria s tourism product, diving included. The table demonstrates the importance of this segment of the selective tourism offering, together with Bike tourism and the Istria Gourmet project, in developing tourism of the future. The estimated costs for diving amount to HRK 100,000 according to the 2008 Master Plan of tourism development in Istria. Although reasonable, this amount is still not enough, considering the fact that foreign citizens, who account for about 85 percent of the total number of divers in Croatia, are well-acquainted with other diving destinations the world round and the quality of their offering. In the government budget, the revenue earned from diving is not statistically monitored in any comprehensive or official way. Only the 2001-2005 Strategic Marketing Plan of Croatian Tourism cites the fact that the total revenue gained in the diving sector in 2000 amounted to DEM 54,162,000. Following a series of field studies, the Nautical Tourism Association of the Croatian Chamber of Economy has crafted proposals for managing and improving diving tourism and diving in general to protect the interests of the government budget aimed at: making diving as safe as possible by ensuring that it is carried out in an organised way by qualified operators; protecting the tourist image of Croatia as a safe diving destination; protecting the sunken cultural heritage of Croatia; combating illicit market competition. By taking this approach and by analysing responses, insight is obtained on the links between the local community and tourism with regard to diving that clearly need to be encouraged. Also, information is garnered as to which local groups are affected directly and which, indirectly, and about the impact that diving tourism has on sustainable development. This could serve as the subject of future research linked to this issue. 4.2. Untapped diving resources in Istria Istria has a considerable number of locations at which shipwrecks can be explored. The wreck of the passenger vessel, Baron Gautsch, is definitely one of the best-known wrecks in the northern Adriatic. It is located in the waters in front of Rovinj, which has about ten diving centres. Having a length of 84.5 metres and a beam of 11.6 metres, the vessel was powered by three steam engines with a total of 4600 HP and could achieve a maximum speed of 17 knots. It can be found 6 sea-miles southeast of the Sv. Ivan na Pu ini lighthouse at a depth from 28 to 40 metres, with its upper deck beginning at 28 metres and its lower, at 42 metres. The following underwater attractions of Istrias seabed can be found on the Web pages of the Croatian National Tourist Board: Flamingo a torpedo boat of the Austro-Hungarian Navy that hit its own underwater mine while patrolling the sea west of Premanture during WWI. Due to its specific shape and compact steel construction, it was long assumed to be a submarine. The wreck has considerably sunk into the surrounding mud. This is an attractive location suited to advanced categories of divers. Visibility is often very good. The boat is 40 metres long and lies at a dept of 40 45 metres. Josefina - a merchant ship that went down in 1915. Nothing is known of its true name and its history. Coriolanus a battle ship of the British Royal Navy of the Shakespeare class; the wreck is under the protection of the Croatian Ministry of Culture. The shipwrecks location is: 45 19' 9" northern latitude and 13 25' 25" eastern longitude, about 6 Nm from the Istrian coast. Giuseppe Dezza a torpedo boat of Italian production from WWII. The boat has a length of 73 metres, and beam of 7.3 metres. Well preserved with cannons on deck. U-81 a German Navy submarine, infamous for having sunken the ARC ROYAL, an English aircraft carrier. It is located 4 miles west of Cape Kamenjak (Premantura). John Gilmore a merchant ship built in the John Gilmore Shipyard in Scotland. As its true name is unknown, divers refer to it by the shipyards name. It sunk in 1915. Because of its severely damaged bow, the ship is believed to have hit one of the 1,450 mines in the underwater minefield that was set up during WWI as to defend the Pula war port. Varese - an Italian merchant steamboat with two masts that transported phosphates from Venice to Tunis. Launched in 1870, it was struck by disaster in January 1915 while sailing into the port of Pula. After a direct hit to its prow by an underwater mine, it quickly sank. The vessels remains are located at a depth of 32 41 metres. Due to a muddy seabed, visibility is often quite poor. Hans Schmidt This wreck was long referred to as Istra, its true name being unknown. This is an attractive diving location with good visibility. The vessel is 100 metres in length and was built in 1920 in the Netherlands (under the name of Albireo). It is named after its last owner from Germany. Very little is known of the vessels history prior to sinking, and it remained unidentified and without a name for a long time after its discovery on the seabed. The wreck is at a depth of 32 40 metres. National Park Brioni - the national park is under special protection, and diving is allowed only through licensed dive centres. This water area abounds in highly appealing Adriatic seabed flora and fauna. Because this is a protected area, divers can see large scorpion fish, as well as corals and sponges of all shapes and colours. The seafloor surrounding the islands is rife with numerous crevices in rocks, small caves, and tunnels in the seabed, that are particularly suited to many fish species. Fraakeri is a network tunnels located west of the  Indie motor camp and south of Pula. A very attractive and well-visited location, it is suited to divers of all categories, although diving is recommended with guides from licensed diving centres. In this zone, south of Pula, there is also an interesting underwater wall, beginning at 14 metres and ending at a depth of 35 metres, on which there is a sailing mast, stuck in a crevice of the wall. The Stoja Reef located south of Pula, the Stoja Reef has a very special geological configuration with canyons, crevices and caves teeming with fish species. It is an excellent location for underwater photography. Valovine is a location for so-called relax diving. Located west of Pula, immediately off the shore, this network of caves end in a canyon 20 metres deep. This is a very attractive location for all categories of divers and extremely appealing for underwater photography. 5. Development recommendations Istria is divided into seven tourism clusters. These are the clusters of Umag-Novigrad, Pore , Vrsar-Funtana, Rovinj, Labin-Rabac, Inland Istria, and Pula-Medulin. In the portfolios of four of these clusters, diving is prioritised in the clusters competitiveness and destination appeal strategies alongside educational workshops, events and gastronomic experiences. Istria was quick to recognise this development potential, unlike other parts of the Croatian coast, where no diving centre or clubs can be found for great distances. The project tasks for developing diving as a selective form of tourism include: a revision of data regarding the offering (number and categorisation of diving centres); gathering and preparing data; processing the data gathered and publishing the results on Istrias Web portal; producing printed promotional material; project promotion (PR activities, advertising, presentations, mailing); limiting the volume of diving activities to protect the environment; developing marina tourism that involves developing tourism in coastal areas (population pressure, construction activities), and preserving infrastructure on the islands; forming a group of tour operators associated with this form of selection tourism; compiling a list of protected area (four national parks in the coastal region); providing for auxiliary services and facilities (for example, diving gear); providing accommodation facilities within diving destination zones; making the most of the advantage provided by the existence of a professional association of diving tourism; engaging the participation of scientific institutions to track trends (market growth, tourist experience value and quality, island development, higher employment rates). The above action is required because numerous warnings, coming from destinations around the world, are sending off messages for help as sustainable development is brought into peril. Some destinations (for example, the Great Barrier Reef of Australia) seek to solve the issue of sustainability through a price rebound. Experiences from around the world show that clients tend not to complain about paying fees only when they feel their money is going to a sustainable cause. Whats more, this has shown to be an investment in destination appeal. 5.1. Marketing activities Dive marketing should focus on the dive market (diving magazines, outlets, Web sites, etc.). Because there are a huge number of similar Web sites, tourism organisations and operators need to centre on the specific features of their offering relative to other offerings worldwide. For example, Croatia boasts a high level of general safety, unlike many of its rival destinations in Asia and Africa. Marketing activities need to focus on four elements of sustainability socio-economic, managerial, environmental and cultural in selected Istrian destinations (see Table 4). In such conditions, the work of tour operators is becoming every more demanding. When designing tourist packages, they need to include all other activities in which this market segment participates (good restaurants, sites for walking/driving, etc.). It is often the case that diving-tourism related travels involve visits to a more than one destination (for example, to both sides of a coast). This requires taking into account the necessity for collaboration when designing a package tour of this type. Table 4. Example of questionnaire targeting diving tourism destinations Available diving attributes? Location quality, bio-physical attributes, access, current tourism opportunities, accommodation, restaurants Tourist profiles and experience?Demographic features, tourist experiences and perception of locations, interest in the host community Community expectations, outlook for diving tourism, impact on the life of residents and the environment?What action is the local community taking to increase revenue and make development sustainable?To which extent is diving tourism supported in terms of conservation campaigns?Awareness, educations, conservation, support of the management Source: Authors conclusions As part of its marketing activities, the Croatian National Tourist Board is active in creating an appropriate, appealing and exclusive approach to promoting diving tourism in Croatia (presentations on the world tourism market, in particular at boat and diving shows). 5.2. Education And last but not least, it is necessary to systematically monitor and research diving tourism, provide training for and encourage the interaction of all participants, and ensure state incentives. Legislation concerning underwater activities in Croatia is still in the phase of defining final legal provisions. Through practise and the enforcement of regulations, it should ensure that the development of diving tourism is managed in the best possible way, while preserving the wealth of the Adriatic seabed and enhancing diving safety. According to existing regulations, divers in Croatia are required to possess valid diving permits. When diving in licensed diving centres, personal permits are not required. In special zones, diving is not allowed even when divers have personal permits. These zones are under the special protection of the Ministry of Culture, and diving in them is allowed only in the company of diving guides from authorised diving centres. Diving centres and clubs throughout Istria are equipped for organising and conducting diving activities at a variety of appealing locations, providing diving assistance, and organising diving course (Cmas, Padi, Nitrox, Apnea). 5.4. Interaction of factors in the planning process A planning system has the role of promoting, organising and regulating the eco-focused tourism activities of marinas, ports and diving. Plans adopted by the state and the local communities provide a vital starting point in promoting and governing tourism devleopment. In addition to formal activities, informal activities also require constant monitoring and need to relate to the base plan. Chart 1 illustrates the factors that sustainable development implies and the system of links through which input factors impact on the outcome of tourism development and on a countrys revenue. Chart 1. Interaction of links tourism planning of alternative tourism forms EMBED Word.Picture.8 Source: By the authors The chart demonstrates the set of principles through which it is possible to comprehend development that focuses on eco tourism sustainability and the instruments through which it can be achieved. Planning alternative forms of tourism in Croatia should focus on: development that parallels available resources; the meaning of generational values and future generations; securing benefits for the human population from economic activities (assuming the distribution of benefits from the use of resources); exporting the costs of economic growth and environmental quality to other places (destinations); promoting local sustainability through local resource management; making up for damage caused by using revenue earned from tourist visits; encouraging state incentives for and interest in alternatives to mass tourism. Sustainability principles can be applied in different ways, that is, as a hard or soft approach (as earlier described cf. supra Table 1). The soft approach upholds the sustainability market concept, that is, the conservation of resources for the purpose of development. The hard approach is an obstacle to economic activities because it manages and reduces demand in a way that lessens the existing level and quality of reserves in the environment, while jeopardising the sustainability of Istria as a region. 6. Conclusion As a selective form of tourism, diving is a high-growth tourism activity with recreational features. It is also one of the more expensive forms of tourism, and, as a rule, the people who travel to engage in this form of recreation generally have considerable purchasing power and above average educational status. In Istria, diving tourism is a form of tourism that contributes to enhancing the appeal of the entire tourism offering and helps to prolong the tourist season. Istria meets all the conditions for the rapid development of this type of tourism as a result of the growing world trend of demand for diving services and the vicinity of outbound tourist markets. Also, the abundance of flora and fauna of the Istrian seabed, together with the regions existing capacities (facilities and staff), are capable of ensuring the presence and distinctiveness of Istria on the world tourist market. To facilitate the development of diving tourism, it is necessary to resolve the issue of legislation relating to underwater activities in Croatia. As a leading destination in Croatia for tourists attracted to underwater attractions, Istria should seek to strike a balance with the environment, while developing competitiveness in the marketplace, regardless of new and less visited destinations emerging on the diving tourism market. In this way, it will equally be able to attract repeat visitors/divers, as well as first-time visitors. References Beban, A., Ok, H. & L. 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Retrieved 18/05/2006, from http://www.padi.com/english/common/padi/statistics/3.asp Planning for Marine Ecotourism in the EU Atlantic area, Good practice guide, University of the West of England, Bristol, Co-financed by the European Regional Development Fund. Strasdas, W. (2000). Ecoturism in nature conservation projects in Mexico and Belize (M. Radkai, Trans.). Eschborn: Deutsche Gesellschaft fur. Tapper, R., & Environment Business & Development Group. (2006). Wildlife Watching Tourism: A study on the benefits and risks of a fast growing tourism activity and its impacts on species. Bonn, Germany: UNEP/CMS Secretariat. Vojni, Lj. (2005). Anketa o ronila kom turizmu Istarske ~upanije provedena 2005.g., Hrvatska gospodarska komora, }upanijska komora Pula, Odsjek za turizam. Walley, C. J. (2004). Rough Waters. Princeton, New Jersey: Princeton University Press. Weaver, D.B. (2002). The evolving concept of ecotourism and its potential impacts, International Journal of Sustainable development (special editions of ecotourism), 5(3), forthcoming.  HYPERLINK "http://www.mmtpr.hr/" www.mmtpr.hr/ (Croatian Ministry of Tourism) 24.08.08. www.iztzg.hr/en/institute/projects (Instutete for Tourism) 24.08.08.  HYPERLINK "http://www.hgk.hr" www.hgk.hr (Croatian Chamber of Economy) 19.08.08.  HYPERLINK "http://www.hrpsor.hr/upload/gospodarstvo&odrzivost_br.2.pdf" www.hrpsor.hr/upload/gospodarstvo&odrzivost_br.2.pdf  HYPERLINK "http://www.scubadiving.com" www.scubadiving.com  HYPERLINK "http://www.tq.com.au" www.tq.com.au  HYPERLINK "http://www.diving-hrs.hr/turizam/turizam.htm" www.diving-hrs.hr/turizam/turizam.htm  HYPERLINK "http://www.dep.state.fl.us/coastal/programs/coral/documents/2004/SEFCRI/Divers_and_the_Environment.pdf" www.dep.state.fl.us/coastal/programs/coral/documents/2004/SEFCRI/Divers_and_the_Environment.pdf  HYPERLINK "http://www.poduzetnitvo.org" www.poduzetnitvo.org  HYPERLINK "http://www.adriaticdiving.com" www.adriaticdiving.com  HYPERLINK "http://www.istra.hr" www.istra.hr (12.09.08)  HYPERLINK "http://www.croatia.hr" www.croatia.hr (12.09.08)  HYPERLINK "http://www.vjesnik.hr" www.vjesnik.hr od 01.10.2007. , 05. i 06.07.2008. (13.09.08) Ph.D., Assistant Professor, University of Pula, Department of Economics and Tourism  DFL  * ȿԩs`TEThq6]mH nHsH tHhqmH nHsH tH%hq6B*]mH nHphsH tH,jhq0JB*UmH nHphsH tHhqB*mH nHphsH tHhq5CJ\aJmH sH hq5\mH sH hq6\mH sH hq\mH sH hq56\mH sH hq5mH sH hq5CJaJmH sH jhq0JUmH sH hqmH sH "HJL !!!!![ !!!!!0!!!!!!!!{ !#2 !#2 $dhx7$8$H$`a$$dh7$8$H$`a$hdh^h & F h8@dh` $dh`a$$dha$dhM**&+23 JK X!Y!!!!0#1#$'$($%%C(({)|)})濰uhZhq>*B*mH phsH hqCJ\aJmH sH !jhq0J6U\mH sH hq6]mH sH hqmH sH jhq0JUmH sH hq\mH sH hq5CJ\aJmH sH hq5\mH sH hq6]mH nHsH tHhq]mH nHsH tHhqmH nHsH tHhq6mH nHsH tH#) JKX Z!!!O/ !7!{ !!!O !!O !!!!!O !!{ !O ! $dh`a$ & F 8dh`dh $dh`a$ $7$8$H$`a$$dh7$8$H$`a$$dhx7$8$H$`a$!L""0#1#$%C(}),......022/3?3!{ !!{ !!"!O !!O !E(!!!!!!!!!!t $dh$Ifa$$dh`a$gdq$dha$ $dh`a$ $dh`a$ $dh`a$ $ & Fdha$})++9.......0000s1t12/3?3R3b3u3v356:::<H=I=K=@@@@@ABᎂwc'hqB*CJOJQJaJmH phsH hq6\mH sH hq56\mH sH hq5\mH sH jhq0JU\mH sH hqB*mH phsH $jhq0JB*UmH phsH hq5CJaJmH sH hqCJaJmH sH hq\mH sH jhq0JUmH sH hqmH sH &?3R3b3u3v333ttt{rtt dh$Ifxkd$$Ifl0,"LL t0644 la $dh$Ifa$3333{t{t $dh$Ifa$xkd$$Ifl0,"LL t0644 la3333{t{t $dh$Ifa$xkd$$Ifl0,"LL t0644 la33 44{t{t $dh$Ifa$xkd}$$Ifl0,"LL t0644 la44>4^4{t{t $dh$Ifa$xkd$$Ifl0,"LL t0644 la^4_4z44{t{t $dh$Ifa$xkd{$$Ifl0,"LL t0644 la4444{t{t $dh$Ifa$xkd$$Ifl0,"LL t0644 la4455{t{t $dh$Ifa$xkdy$$Ifl0,"LL t0644 la5525s5{t{t $dh$Ifa$xkd$$Ifl0,"LL t0644 las5t5P6Q67:L=?@@A9AKA!{ s!s!O s!s!E(s! s!O h!-h!-h!-h!- $ & Fdha$ $dh`a$$dha$xkdw$$Ifl0,"LL t0644 la KAgA7BCDDEcENFOFwFxFHHHHiMEO!-!{ !"!{ !-!-!b0!{ !!!!!!!!'8! $dh^a$$ & F Pdh`Pa$$dha$dh^ & F Ddh`dh $ & Fdha$ $dh`a$ $ & Fdha$BBCCcEEMFNFOFwFxFHHJJJ5MEOyOzOP'PRRUU(X)XQXXXXXY°ًٙugً^gًٙUhq6mH sH hq]mH sH hqaJmH nHsH tH*hqCJOJQJ^JaJmH nHsH tHjhq0JUmH sH hq5mH sH hq5B*mH phsH "hq5B*CJaJmH phsH hq>*B*mH phsH hq\mH sH hqmH sH hqB*mH phsH $jhq0JB*UmH phsH !EO|OOOPP$Q$$Ifl0d!\ t0644 laYYY&Yxx  $dh$Ifa$zkd$$Ifl0d!\ t0644 la&Y'Y3Y;Yxx  $dh$Ifa$zkdb$$Ifl0d!\ t0644 la;Yffhh jjOkl2n.pFrtuvvvvv'zz{!!!!!!!!O !!{ !"!"!!!!{ !O !!!!!"!!dh`$dha$ $dh`a$ $dh`a$i j jjjjjOk^kll1nAn.pEpFrXrttuuvvvv{||ˀ̀́]^ۄ¸¸¸¸¸¸¸¸τqqcqhq5B*mH phsH $jhq0JB*UmH phsH hqB*mH phsH hq5mH sH hq5CJaJmH sH "hqCJOJQJ^JaJmH sH hqaJmH sH hq5\aJmH sH hqmH sH hq5\mH sH hqCJOJQJaJmH sH hqCJOJQJmH sH "{w{{{ |U||E}}}3~w~~́΁ Sq߆!b0!-!-!-!-!-!63 !-!-!-!-!b0!63 !!!!!!!!!  $$Ifa$$If $dh`a$$dha$ & Fdhۄ S҆ކ.}~CMؽƽƢ؈~ƽƈu^-hq5B*CJOJQJ\^JmH phsH hq\mH sH hq^JmH sH jhq0JUmH sH j` hqUmH sH jyۦL hqCJUVaJjhqUmH sH hq5mH sH hqmH sH hqaJmH sH hqB*mH phsH hq5B*mH phsH hqB*\mH phsH !߆hY~ u $$Ifa$$Ifzkd $$Ifl0 !  t0644 lahi҇2Y~ u $$Ifa$$Ifzkd $$Ifl0 !  t0644 la23È^ { { $$Ifa$zkd< $$Ifl0 !  t0644 laÈĈō|!|!p!O p!p!p!p!p!p!p!,p!{ $dh`a$$dha$zkd $$Ifl0 !  t0644 la i+,-.}s$ O!!!!!"!{ !!!!!f,!!!{ !!-!-!b0!b0!-!-!b0!!! $ & Fdha$ $dh`a$$dha$6c\dڢeB!!s!g!g!!!!!!!s!!!!!!!!!! $7$8$H$`a$$`a$$`a$ $dh`a$$dh-DM `a$ќ Dמğן\ΡdڢeF̼{n_{N{>{>hqB*CJaJmH phsH !hqCJ\aJmH nHsH tHhqhqCJaJmH sH hq6CJaJmH sH hqCJaJmH sH hq6CJaJmH sH hqCJaJmH sH hq6mH sH hqmH sH hqhqmHsHhqhq5CJaJmHsHhqB*mH phsH $hq5CJOJQJ\^JmH sH (hq5CJOJQJ\^JaJmH sH Fڤ.`p*+ 8:8:հְװҽ~n[n%juhqCJUaJmH sH jhqCJUaJmH sH hq\mH sH hqB*mH nHphsH tHhqhqB*mHphsHhqhqmHsHhqB*mH phsH hqmH sH hq6CJaJmH sH hqCJaJmH sH hqB*CJaJmH phsH "hq6B*CJaJmH phsH Bqqp+ :T,l!!!!!!!!!!!!!!!!!!!!!$ & F a$$<<-DM ^a$`$8<<-DM ^`8a$$`a$װTUtuv*+,-UVWjklm۲ܲݲyְ֝֊w%jPhqCJUaJmH sH %j{hqCJUaJmH sH %jhqCJUaJmH sH %jhqCJUaJmH sH %jHhqCJUaJmH sH hqCJaJmH sH jhqCJUaJmH sH hq0JCJaJmH sH (ܳ fHIJLM&bZ\Vprj!!!!!!!!!!!!v:!v:!!v:!v:!v:!v:!v:!v:!v:!v:!W$dha$$a$7$8$H$ $dh`a$ -DM $a$$ & F a$yz{ڳ۳ܳݳ  !LMNdefgǴȴɴ״ش¯œ‰vh[hqhqCJmHsHjhqCJUmH sH %jkhqCJUaJmH sH %jhqCJUaJmH sH %jhqCJUaJmH sH %jhqCJUaJmH sH hqCJaJmH sH hq0JCJaJmH sH jhqCJUaJmH sH %jhqCJUaJmH sH # =JLMN&(bdfVŶ񪞒~phT>T+hqB*CJ^JaJmH nHphsH tH'hqB*CJaJmH nHphsH tHhqmHsHjhq0JUmH sH UhqmH sH jhq0JUhqB*mH phsH hqOJQJmH sH hqCJaJmH sH hqhq0JCJmHsHjhqCJUmH sH !jD hqCJUmH sH hqhqCJmHsHhqhqCJaJmHsHDr. Mijo Mirkovi  M.Sc., Kraan Tourist Board  Strategy of Croatian Tourism Development by 2010  Final Version, Republic of Croatia, Ministry of Tourism, 2003, p. 16. Ehrich's model. Population growth (P) causes an increase of capital damage F= f(P) resulting in increased damage to the environment I = P x F., in Hassen p. 210.  After Making tourism more sustainable, A guide for policy makers, UNEP, WTO, p. 9-10. Cf.  HYPERLINK "http://www.hrpsor.hr/upload/gospodarstvo&odrzivost_br.2.pdf" http://www.hrpsor.hr/upload/gospodarstvo&odrzivost_br.2.pdf (gospodarstvo i odr~ivost, glasilo hrvatskog poslovnog savjeta za odr~ivi razvoj).  An analysis of the impact of diving of coral reefs shows that almost 80% of all contacts have caused damage. Notably, 65% of these contacts between people and nature are of a voluntary nature. (http://www.dep.state.fl.us/coastal/programs/coral/documents/2004/SEFCRI/Divers_and_the_Environment.pdf) Delibaai, Z. (2007). Stanje i perspektive ronila kog turizma u Hrvatskoj, International Scientific and Professional Conference, Sport for Everyone to Improve Quality of Life.  2008 Istrian Marketing Plan, Istria Tourist Board, December 2007, Pore . http://www.diversalertnetwork.org Agenda 21 (global consensus on sustainable development) - World Summit (1992). Conference on Environment and Development, Rio de Janeiro. http://www.scubadiving.com  Most visits (26%) resulted from information gathered on Web pages (September 2003).  Visitors to the Great Barrier Reef Marine Park were surveyed.  http://www.tq.com.aus/   HYPERLINK "http://www.vjesnik.hr" www.vjesnik.hr 05. i 06.07.2008. (13.09.08)  2008 Istrian Marketing Plan, Istria Tourist Board, December 2007, Pore .  Institute of Tourism, Zagreb. Adriatic diving, THR, Barcelona 2002.  HYPERLINK "http://www.diving-hrs.hr/turizam/turizam.htm" http://www.diving-hrs.hr/turizam/turizam.htm (diving tourism association) Visits by more than 5,000 divers in the space of one year to the Red Reef of Australia brought the sustainability of this area into jeopardy.  For organising visits to the Great Barrier Reef Marine Park, tour operators pay a daily environmental charge per visitor (4.50$) as well as a tourism licence.  The National Tourism Alliance of Australia (NTA) has reported an increase in adventure tourism from 200% to 1000% that could put at peril tour operators whose offering is largely based on diving tourism.  Authors conclusions after EU Sustainable Cities Report u Fudge C., et al. (1996). European Sustainable Cities, European Sustainable Cities Campaign ECSC-EC-EAEC, Brussels  Luxembourg: European Commission, Directorate General XI. Cf. Baker, S. et al (1997). The Politics of Sustainable Development, London: Routledge, Also Garrod, B. and Fyall, A. (1998). Beyond the Rhetoric of Sustainable Tourism?, Tourism Management, 19 (3), pp. 199-212.     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