ࡱ> 5@ $bjbj22 4XXȆ2HHHdXXXHP-P-P-P-\-HrT2D.D.D.D.D.D.D.D.RRRRRRR$URWnSXD.D.D.D.D.SXXD.D.,TAAAD.XD.XD.RAD.RA<A4BP|XXQD.8. yN P-X6H mQqRBT0rTQ~dX@HdX$Ql$|$XXdXXQtD.D.AD.D.D.D.D.SSHHd#)AHH) Jasmina Grzinic Aljosa Vitasovic If we consider tourism as a heterogeneous phenomenon, dynamic and constantly evolving in trying to satisfy the needs of clients and tourist workers, global tourist trends impose a new understanding of tourism and the appearance of new tourists. Therefore, the management of tourist destinations has to adapt the offer to the new requests. The destinations attractive elements have to be completed with additional activities while the tourist destinations quality is measured solely on the basis of experience. What causes the development of cultural tourism is precisely this type of diversification of needs and motives, which make people choose a certain destination and which are based completely or partially on culture. The paper aims at presenting the current state of tourism in the Municipality of Fazana, not so much in economic terms but from the standpoint of the perception of tourists and the domicile population of the Municipality of Fa~ana seen as a tourist destination. We have concluded that visits to the Municipality of Fa~ana are motivated by new experiences and new adventures. Cultural tourism and the formation of a cultural tourist product for a tourist destination like the Municipality of Fa~ana have many advantages, as is confirmed in strategic documents of the Municipality. Key words: Fa~ana, cultural tourism, cultural product, cultural tourist, Istria. INTRODUCTION If we consider tourism as a heterogeneous phenomenon, dynamic and constantly evolving in trying to satisfy the needs of clients and tourist workers, global tourist trends impose a new understanding of tourism and the appearance of new tourists. People involved in tourist trends are today more experienced, showing a greater number of needs not only within the destination but also during the trip to get to the destination. The destinations attractive elements have to be completed with additional activities while the tourist destinations quality is measured solely on the basis of experience. This diversification of needs and motives making people chose a certain destination results in the development of alternative tourism where the accent is on the tourist product and not on quantity. From its very beginnings, when tourism was the privilege of the chosen, it evolved in a social phenomenon enabling us to protect local interests, preserve and present cultural and historical heritage and differentiate the destination from its direct competitors, all with the aim of raising the quality of life for the domicile population that has to be included in all forms of planning. According to information from the World Tourist Organization, the number of foreign tourists in 2007 was around 898 million arrivals, of which no less than 480 million arrivals was realized in Europe. A modern tourist product suitable for the new tourists requires developing special interests tourism and its variations. If we accept the worlds trends in tourism we have to conclude that cultural variety is the basic competitive advantage. Cultural tourism aims at offering the experience of a new culture, an experience that is different from what the tourist can have in his own country. These notions stem from the basic motives stimulating travelers with special interests, namely novelty and education and not only recreation. This means that the tourist wants an active participation in the creation of his tourist package arrangement as well as a participation in the daily life of the domicile population. The relation of culture and tourism can also be observed as a relation of tradition and modernity, where culture represents historical values, societys cultural tradition, affiliation to a cultural circle, while tourism incorporates change and represents the present day. Cultural tourism merges the concepts of tourism and culture, where on one hand culture has a direct impact on the development of tourism, while on the other hand tourism influences culture which becomes the crucial motive for traveling. Culture represents behavioral patterns, knowledge and values transferred to the next generation. It represents an interaction between people in social relations and their material production and creation. In this way we obtain a link between culture and tourism since tourism represents a step aside from the daily routine and a rediscovery of our roots. The desire to discover ones own and foreign cultures is the foundation for the development of cultural tourism. Tourists influence the local community both positively and negatively. They bring to the destination their traditions, beliefs and expectations, different behavior patterns. They are usually not sensitive to the local culture mainly because of a lack of knowledge. They fail to integrate into society but rather oppose and confront it. This is dangerous because it makes society modify its norms. During the main tourist season the domicile population bears the burden of the negative external factors of tourism, which is not always simple and is often the cause of social tension. The local population can respond to the situation in two ways: the first includes rejecting visitors, while the other accepts the pattern of behavior of the foreign visitors, i.e. the domicile population accepts the behavior of tourists who are on vacation. When defining tourism as a social phenomenon, we need to avoid conflicts between visitors and locals, since the local population represents part of the cultural heritage defining the value of the tourist destination itself. Tourism can be a threat to traditions but it can also be an instrument for the preservation of old traditions and customs because the community, in presenting its culture and way of life, actually preserves its identity. It is precisely because of the tourist valorization of culture that the domicile community starts contemplating its own culture and tries to preserve its traditions, arts, crafts, cuisine, dances, etc. The preservation and maintenance of cultural heritage neutralizes the appearance of pseudo-culture, when cultural values are used exclusively for the purpose of being presented to tourists. In order to be able to successfully place a destination on the tourist market, we need to know the motives behind arrivals to the destination and the visit to cultural attractions, and also have feedback on whether the tourists are satisfied with the offered cultural product or how the product could be improved. Culture and cultural heritage need to be used to satisfy tourist needs but in a way that points out the correlation between cultural resources like monuments, venues and similar on one hand, and the expected experience of the tourist on the other. The cultural product has to be presented in the form of an attraction product offered to tourists wishing to learn about the past and present heritage of the destination of their choice. Although this paper deals with Fazana as a tourist destination, it does not try to determine the conditions of tourist destination, nor does it ponder the economic elements like tourist turnover and similar indicators. It will not deal with the issue of communicativeness of the tourist destination or with the direct or indirect receptive factors of the tourist destination. The basic reason for all of this is that Fazana has already been accepted as tourist destination. Such reasoning stems from the Municipality of Fazana itself, which directs any economic development in the frame of tourist destination, therefore also the sustainability of tourism in its area, towards raising the quality of life of the local population through positive external factors of economic activities. BIBLIOGRAPHY The expression destination originated in the Latin word destinatio, meaning the place to which we are traveling. In its original meaning it is a synonym of aim, whether final or not. In tourism terminology the term tourist destination came into use in the 1970ies. A combination of various mentioned components of a tourist destination we create one or more tourist products. The term tourist destination has been developed and researched by a small number of our authors (Vukoni,1998; Hitrec, 1995) and a larger number of foreign authors (Manente, Cerato, 1993). The majority of empirical research is not trying to simply define the term but rather deals with locations of interest. In that sense, interesting locations are analyzed and measured in terms of attractiveness, satisfaction of visitors, success in managing the movements of visitors and the destination itself (Dobre, R. et al.: 2004 ). A tourist destination is a spatial unit in which size is of no importance, what matters is the capability to attract tourists (Leiper, 1995; Kotler, Bowen, Makens, 1996; Maga, 1997; Bieger, 1998; Cooper, Fletcher, Gilbert et al., 1998; Vukoni, 1998; }uvela, 1998; Pechlaner, 1999). The majority of tourist destinations is a mixture of the following components (the so-called six As) (Cooper, Fletcher, Gilbert et al., 1998: 103; Buhalis, 2000: 98): Attractions  they imply natural and social attractions, important to ensure initial motivation of tourists to come to the destination. Amenities encompass accommodation and catering facilities, trade, entertainment and other services Accessibility relates to the development and maintaining of effective traffic connections with emission markets (international traffic terminals and local transportation). Available packages imply package-arrangements prepared beforehand by intermediaries and their representatives. Activities relate to all available activities in the destination and all the things the consumer will do while staying at the destination. Ancillary services include marketing, developmental and coordination activities implemented by organizations in the destination for the needs of consumers and industry. CULTURAL TOURISM Cultural tourism is a complex term encompassing material and spiritual components of culture through visits to monuments, exhibitions, manifestations, traditions of the receptive area, tasting of the local gastro offer, stay in traditional architecture facilities. The term of cultural tourism generally applies to traveling including visits to cultural resources regardless of motivation. However, cultural tourism has to be observed as a group of relations and phenomena stemming from visits by non-resident persons who are completely or in part motivated by culture. The development of cultural tourism raises the importance and attractiveness of the destination, especially if less known. Cultural tourism denotes movements of people caused by cultural attractions motivated by the desire to gather new information and experience in order to satisfy their cultural needs (Richard, Greg, 1999). Cultural tourism is specific interests tourism based on the search for and participation in new and important cultural experiences, whether esthetic, intellectual, emotional or psychological (Reisinger, Yvette, 1994). The growth of demand for cultural tourism is conditioned by socio-demographic changes and changes in the way of life, a higher degree of education and a growth in the number of people of older age with a strong interest for culture. Tourists want to relax but also to grow spiritually. In cultural tourism, the main motives of tourist visits are cultural institutions (museums, theaters, etc.), manifestations, monuments, religion, but also tradition, songs, folklore and folk stories. Every tourist destination adapts the development of cultural tourism according to its specificities, so that today we can tell between heritage tourism, historical tourism and art tourism. Cultural tourism always overlaps with other forms of tourism like gastronomical, religious, transit and similar. Cultural tourists want contact with their host and his culture and less and less perceive the tourist location as passive observers. Nevertheless, in order to be considered cultural tourists, they have to be motivated by culture to a certain extent. Current research proves that cultural tourists have above average income and education, are middle aged or older, and to a large extent women. In spite of clear results, we have to accept the non homogeneity of such a group, i.e. the fact that they differ according to the place culture takes in their decision to visit a certain tourist destination. Visiting a cultural attraction does not have to be the primary motive which can be something completely different, however, in the destination the tourist is involved in the cultural life of the destination. According to market research, in Croatia only 7.5% of respondents are motivated exclusively by culture and the same percentage is also valid for the Municipality of Fazana. Inside that number and on the grounds of the extent to which culture plays a role in their motivation, we differentiate: tourists motivated by culture (5-15% of tourist and approx. 15% of locals) attracted by elite cultural events, like to be treated as special guests tourists inspired by culture (30% of tourists and approx. 15% of locals) showing superficial interest for culture, attracted by popular, well known attractions, are only partially motivated by culture and have a strong perception of value for money tourists attracted by culture (20% of tourists and approx. 20% of locals) do not plan visits to cultural attractions but decide to visit cultural attractions when already at the destination, the base to attract such tourists is timely information, accessibility of the attraction and easy to book tickets. Local demand is tied to the free time of the population, which influences the creation of attractiveness we can define as the core around which to develop cultural tourism. CULTURAL TOURISM SUSTAINABILITY Although we can measure economic effects over a brief period, the efforts of the local self-government are directed to realizing positive social effects. In cultural tourism there is a growing interest for public use of cultural resources, which can endanger them further. Important influences of tourism have been confirmed on the following resources and environment: natural ecosystem and resources (land, fauna, flora, landscape and air) built environment (especially architectural heritage) local community (culture, system of values, attitudes) local, regional and national economy Sustainable tourism represents that kind of development which takes equal consideration of the way of traveling, of the tourists needs and the interests of the domicile population. By accepting such a definition we have to realize the influence of cultural tourism on the destination and the local community. There is a possibility to ruin and overly exploit cultural goods. This problem is prevented by calculating the capacity of the attraction which presupposes the upper limit of tourist activities, per attraction, over which there is an overload of space, a degradation of the environment and a decrease of the customers satisfaction. The protection of cultural resources is crucial to the attractiveness of the destination and a long-term sustainability. It is implemented by including historical localities in the tourist offer, thus preventing further devastation, preserves the locality and realizes additional economic profit. Finances obtained in this way should be directed not only to the preservation of the locality but also to the development of new tourist products. The role of the local self-government in preserving the authenticity of the area reflects in physical planning, which indirectly also represents the spatial planning of the tourist attractions that are part of the tourist product. In its Physical Plans of both higher and lower order, the Municipality of Fazana is protecting its area from unsuitable development that might damage the overall image of the locality, i.e. the attraction itself. The paper uses the example of the construction of Fazana as a destination with cultural elements while trying to increase attractiveness in tourism in order to make the locality recognizable and established in tourism. FAZANA AS TOURIST DESTINATION Tourist valorization implies a qualitative and quantitative evaluation of tourist motives, so that the research results point to the development of cultural tourism in Fa~ana as the main kind of tourism. The world tourist organization predicts a growth of demand by a 15% a year until 2020, while today 37% of all tourist travels include some form of cultural tourism. A quality development of tourism requires an interaction of various factors in the tourist destination. All factors act independently, however, they depend on the level of implementation of every single one and their quality and diversity affect the satisfaction of the tourists with their stay in the destination. The most important factors indispensable for the development of tourism in a destination are the following: accessibility of the destination, existence of tourist attractions that motivate the visit, accommodation and food as generic tourist services and the mediation service. Tourists see accessibility as a combination of a number of factors. In order to be able to choose a destination every potential visitor has to have enough information on its tourist offer and besides accessible information, the destination has to be accessible physically. The Municipality of Fazana, i.e. the Region of Istria, can be defined as exceptionally accessible considering its geographical location in relation to the main European emitting markets. As for transport accessibility, there is an initial advantage because visitors can arrive by all means of transport: road (Istrian Y), sea (Pula harbour) and air (Pula airport). There is also the railroad although it is more relevant for the transport of goods than passengers. The Municipality of Fazana is increasingly accessible to potential tourists because of numerous promotional activities of the Tourist Association of the Municipality, including its participation on international tourist events, and indirectly also because of better recognizability of the Istrian Region as a very attractive destination. Tourist attractions are an important factor of any destination. We usually divide them in natural (geographical) and social (like cultural and historical monuments, cultural and sports events or manifestations). The Municipality of Fazana is a destination chosen by foreign tourists for its natural resources, Mediterranean climate, sun and crystal-clear sea. Nevertheless, Fazana also has a series of attractions like historical and archaeological locations, an adjacent national park and a large number of manifestations (Small Fishing Academy, Pilchard Party, etc.) Besides an attractive basis, the destination has to have good accommodation facilities. The accommodation capacity of the destination includes facilities like hotels, camping sites, private and other forms of accommodation, as well as restaurants and other facilities. The making of physical planning documentation ensures an optimal harmonization of the receptive capacities with the manifestation of the place in space, with the aim of pointing out its peculiarity. An optimal tourist organization has to inspire and direct the development of tourism in the Municipality of Fazana. The main task of Fazanas Tourist Association is the design of an optimal tourist organization. Its activity is mainly an improvement of tourist offer and the promotion of the destination, participation to fairs in the country and abroad. The publicity of the destination is very helpful in presenting it to the emitting countries. There is a positive growth trend because the frequent mentioning of Istria as a top destination has a positive effect on tourism in the Municipality of Fazana so that the finances directed to promotion are not as high as one might normally expect. CULTURAL TOURISM DEVELOPMENT IN THE MUNICIPALITY OF FAZANA The destination of Fazana has invaluable cultural resources. In spite of that the Municipality does not have a unified cultural tourist product. The key prerequisites for the development of the cultural product are the following: the existing tourist demand and the image of destination the existence of cultural resources that can be turned into a tourist product Fazana as destination has both prerequisites. An organized development of cultural tourism in Fazana would bring many positive effects and very few negative ones. Fazana needs to develop this form of tourism in order to enrich its tourist product, extend the season, increase consumption, realize supplementary income and reposition on market elements of a higher purchasing power, and not keep on the offer of sun and sea. With a combination of cultural events and by building new cultural attractions, the Municipality of Fazana could reach a critical mass of cultural attractions that would make up an optimal tourist product. On the basis of these notions a tourist product matrix of the Municipality of Fazana was made, with a tendency to transform, depending on the resources, demands of the target market and parameters set by the development model, always taking into consideration the real possibility to position on the market. Penetrating new markets, while creating a high quality image of the destination, enables us to satisfy and fill new market niches. On the basis of the analysis of the potential of the Municipality of Fazana to be a tourist destination and trends in Croatian tourism, we singled out the strengths, weaknesses, opportunities and threats and put them together in a SWOT matrix, bearing in mind that the strengths should be pointed out, the opportunities taken, the weaknesses reduced and the threats avoided, as follows: Table 1. Analysis of potential Municipality of Fazana STRENGTHS geotraffical position constant domestic and foreign demand accessibility by sea, land, air climate natural and cultural-historical heritage tourist tradition recognizability on markets positive attitude of the local population towards tourism development largely well preserved environment strategic documentation and plans educational institutions for tourist workers professional and scientific support (research, development and innovations) high security level a unity in difference rich cultural-historical heritage archaeological locations gastronomical offer potential for development of selective kinds of tourismWEAKNESSES dominant traditional product sun and sea marked seasonality insufficiently differentiated offer unsuitable structure of accommodation capacities and their low quality insufficient tourist equipment infrastructure insufficiently developed destination management privatization and recapitalization of large tourist economic subjects partnership in tourism traffic problems local traffic, parking lots insufficient tourist signs and signaling lack of known brands non existent synergy of activities non autochthonous souvenirs insufficient coordination of tourist agencies and cultural contents unsatisfactory offer of organized tourist products only 7.3% of tourists come to Croatia motivated by culture insufficient valorization of cultural heritageOPPORTUNITIES New tourist products Selective forms of tourism Diversification of areas and products Constant improvement of integral quality Possibility of year-round business Better positioning on markets Sustainable development Promotion of local cultural identity Partnership Inclusion of the cultural sector in the tourist product of the destination Expected growth of foreign tourism Revitalization of the areaTHREATS Conflicting development options Competition with other Croatian coastal destinations Growing number of new destinations on the world tourist market Potential pollution Visual pollution of space Over-construction Overloaded space surpassed receptive capacity in some areas Number of population in the future related to development needs Unpredictable surrounding ZERP (Protective Environmental and Fishing Area) Source: Making and conclusions of the author In building its image, the Municipality of Fazana, with the participation of the Municipalitys Tourist Association, indirectly oriented towards seven elements that are considered crucial. The process of image building is very demanding and long. Recognizability has to be based on more variables, among which the most important are the following: Nature Culture Lifestyle Important figures Symbols Cuisine Products We can conclude from the above that the tourist destination Fazana bases its development on tourism of specific and partly non-specific cultural interest (Hughes, 1996). The mentioned elements create an authentic recognizability of the country, taking into consideration its history, culture, customs, values, cuisine and level of development. The mentioned elements are not acting independently but are included in various programs with various intensity. Their interaction makes Fazana recognizable as a tourist destination. RESEARCH Tourist valorization implies a qualitative and quantitative evaluation of tourist motives. However, it cannot be identified with economic valorization which implies not only an evaluation of the existing but also the creation of new values. Although it is difficult to apply unified criteria reliable in every situation, the most universal evaluation cases could be expressed with the following formulas: Where X is the sum of evaluated internal factors A-urbanization evaluation, B-infrastructure evaluation, C-equipment and services evaluation, D-inherent characteristics evaluation X=A+B+C+D And Y is the sum of evaluated external factors of assessed values, E-accessibility evaluation, F-resource specificity evaluation, G-closeness of emitting centers and H-resource importance evaluation. Y=E+F+G+H Research results are presented numerically, on a scale from 1 to 10. We have to bear in mind that the evaluation of space on the part of the tourists is mainly a subjective and emotional experience which has to be taken into consideration as a corrective factor of the results obtained by using a type formula. RESEARCH RESULTS The results obtained in the area of the Municipality of Fazana are the sum of internal and external factors, as follows: Internal factors X: X= (A) 7+(B) 7 + (C) 5+(D) 8 X=27 The results involving internal factors were obtained by assigning points as follows: A Infrastructure evaluation Development of capacities of infra and suprastructure defined in municipal documents for the future period B Urbanization evaluation satisfactory, with additional interventions C Equipment and services evaluation Improvement of education of tourist workers D inherent characteristics evaluation Attractiveness of the area and a large territory that enables the creation of a variegated tourist offer. Low level of air, water and land pollution and a climate favorable to all kinds of tourism important from the aspect of capacities occupancy all-year-round. Rich animal fund with a precisely determined hunting policy and a rich fish fund which is also proof of a clean sea External factors (Y): Y= (E) 10+(F) 9 +(G) 9+(H) 7 Y= 35 E  accessibility evaluation good geotraffical position accessibility to all localities except for the inland of Peru ica and the waterfall Skakavac F Resource specificities (unity of offer in cultural tourism) G closeness of emitting centers closeness of emitting centers H importance of resources economic valorization has begun Total: X (27) + Y (35) = 62 The results obtained from research, which evaluated the destinations external and internal factors, show that the Municipality of Fazana as a tourist destination realizes 62 points out of a maximum of 80. Such a high result of 62 points means that the current situation of the tourist offer in Fazana is in keeping with the natural and cultural potentials of the Municipality. It also suggests the need for a systematic development of a better tourist offer and work on the creation of a recognizable tourist product. In order for the tourist potentials to be well integrated in the economic valorization, tourist workers together with the local self-government and the domicile population have to promote the destination in keeping with the tourist offer elements. Therefore, the future development planning has to be directed to those aspects which had lower grades in the evaluation, but also the highly ranked and economically insufficiently exploited aspects have to be economically valorized. The research of satisfaction with tourist offer elements was performed on a sample of a tourist destination and, according to the global perception of all the respondents, single elements of tourist offer can be summarily ranked as follows: first: space, resources, environment second: population, workers third: recognizability, safety, informedness fourth: organization of the destination fifth: contents Research results confirm that the tourist product is old-fashioned (contents) and that there is need for new, innovative activities in adapting it to modern demands of the target market. This also imposes the need for an urgent organizing of destination management based on partnership, whose task is to improve the organization of the destination and valorize recognizable resources that the clients accept and support (space, resources, environment, workers, safety). CONCLUSION The visit to a tourist destination can be motivated by new experience and new adventures. In order to place the destination successfully on the tourist market we need to know the motives behind the arrival to the destination, as well as the motives driving tourists to visit cultural attractions. We also need to have feedback on whether the tourists are satisfied with the offered cultural product and a method for its improvement. We have to use culture and cultural heritage in order to satisfy tourist needs, as well as realize the correlation between cultural resources like monuments, manifestations and similar on one hand and the expected experience of the tourist on the other. The cultural product has to be formed as an attractive product offered to tourists looking to learn about the past and present heritage of the destination. The Municipality of Fazana as a tourist destination represents an example of a self-government unit that has recognized its own cultural potentials and has been systematically developing them with precise planning in trying to develop a true cultural product. BIBLIOGRAPHY Beritelli, P., Laesser, C., Widmann, F., Making sense of destination On the impact of promotional measures on overnight stays and income from tourism, Marketing Efficiency in Bieger, T., (1998), Reengenering Destination Marketing Organisations The Case of Switzerland. Revue de Tourisme, 3: 4-17. Binkhorst, E., The Nitherlands, the American Way, Congressbook of 12th ELRA Congress  Cultural Events & Leisure Systems , The European Leisure and Recreation Association, Amsterdam, 2001. Boakovi, D., i S. `erovi (2000.).  Restrukturiranje i prilagoavanje turisti ke ponude Hrvatske europskim i svjetskim trendovima, Turizam, 2:153-166., 2000. 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