TOURIST ATTRACTIONS AS PRODUCTS OF A TOURIST DESTINATION

Jasmina Gržinić, PhDAssistant professor

University Juraj Dobrila in PulaDepartment of Economics and Tourism

“Dr. Mijo Mirković“ Pula, CroatiaTelephone: ++385 52 377 004, Fax: ++385 52 216 416

e-mail: jasnima.grzinic@efpu.hr

Patricia Zanketić, B.sc.Krsan Tourist Board, Croatia

Gsm: ++385 98 997 8006, Fax: ++385 52 880 155e-mail: patricia.zanketic@pu.htnet.hr

Summary

Tourist attractions and the appeal of destinations are a fundamental basis for developing tourism. The hypothesis of this paper states that any destination having some of the listed elements becomes an interesting tourist destination for visitors. The paper’s sub-hypothesis is derived from its primary hypothesis. The wealth of natural and cultural heritage is the key element in the development of the Croatian tourist industry. National parks, nature parks, various cultural heritage, the development and impressiveness of the Adriatic coast, the beauty of the inland, picturesque villages with rich and colourful history, various theme events and historical urban units are all preconditions to the development of the Croatian tourist product. A destination that possesses some of the elements listed above can become attractive to visitors, that is, primary tourist motivations are replaced with secondary and tertiary motivations, as discussed in this paper. From the above, it follows that this research paper analyses ways of adapting a tourist product to the expectations and needs of the market. The research results stated in this paper should underline the need for promoting the tourist attractions of Croatian destinations, which possess certain elements such as scenic spots, cultural and historical heritage, or events for the purpose of making them more appealing to visitors/tourists.

Key words: natural and cultural heritage, tourist attractions, valorisation, Croatia.

1. INTRODUCTION

The subject of the research is based on the study of Croatian tourist attractions. The basic factors in the promotion of Croatian tourism are beautiful scenery and anthropogenic values, rich cultural heritage from various eras, and many other components. Accordingly, the purpose of this research paper is to present the theme of tourism and tourist attractions, explaining the motivations of tourists in choosing their destination. This research paper also points out the elements that need to be taken into consideration, as well as actions that need to be taken, while marketing tourist destinations.

1

The general aim of this paper is to understand and underline the role of tourist attractions in gaining competitive advantages for tourism destinations, based on knowledge of the travel motivations of inbound tourists to Croatia and their activities while staying at a destination.

With regard to the lack of scientific papers based on such research in Croatian tourism practise relating to the development of destination attractiveness, the authors have also set a specific goal in this paper – to understand the role attributed to tourist-attraction management based on the knowledge of travel motivations to Croatia.

Secondary research was conducted to accomplish these goals. Research results should help to improve tourism theory – by defining attraction-management models in destinations – as well as tourism practise.

The paper is made up of two parts. The first part concerns the concept of tourism destinations, products and attractions. The second part focuses on the travel motivations of inbound tourists to Croatia as a country competing with other tourism countries of the Mediterranean basin. In this way, the travel motivations of inbound tourists become a platform for designing a tourism offering with regard to a destination’s appeal.

Research results should also contribute to the theory of destination appeal. The authors seek to achieve this by identifying an integrated model for creating tourist attractions based on the ability of using motivational factors as vital sources in managing attractions in contemporary business conditions and in Croatian tourism practise. For this purpose, it is necessary to make comparisons based on the historical, locational, and various valuational aspects of attractions. This framework can be applied in the comparison and evaluation of tourist-attraction related research in the future.

2. THEORETICAL CONSIDERATIONS OF A TOURISM PRODUCT AND DESTINATION

A review of the literature concerned with the study of tourism destinations and tourist attractions reveals that only certain determinants of tourism are discussed in isolation of one another.

With this paper, the authors seek to contribute to the studies of many eminent researchers in the field of tourism that call attention to the fact that tourist attractions, the carrying components of a tourism system, are part of a common system that also comprises the tourism product and the tourism destination. In this way, tourism products, destinations and attractions make up an inseparable component of business activities in tourism, human activities and tourism, as a set of activities, functions, etc.

As a complex and vital social and economic phenomenon, tourism in its structure and essence is full of different, aligned and conflicting, enabling and constraining features, occurrences and relationships fraught with contradictions, temptations, challenges, creations and collisions (Jadrešić, V.: 1998).

2

Writing about post-modern society and contemporary tourism, Urry posits that “tourism is no longer a differentiated set of social activities with its own set of rules, times, and spaces … It has effectively become part of a broader ‘culture’ (…) with no clear-cut distinctions” (D. Massey, J. Allen and P. Sarre, eds., 1996:84– 85).

It follows from this definition that a tourism offering needs to have a well-designed tourism product if it is to satisfy the demands of global travellers. Therefore, tourism as a “hyperglobaliser” (Held, Goldblatt and Perraton 2000:327) is viewed as one of the most significant modes of homogenizing the world.

David Jeffries described the tourism product as a “Tourist Package” which includes attractions, facilities, transportation etc. A tourism product is a complete experience from the time the tourist leaves home to the time he returns to it. (Lockwood, A. and S. Medlik: 2002).

A tourism destination is the carrying component of a tourism system, in consideration of the fact that meeting tourist needs calls for the existence of supply units that are organised for tourism and distinctive in the marketplace. (Križman-Pavlović, Živolić: 2008). The reasons behind the different understandings of the ‘tourism destination’ concept can be found foremost in the variety of aspects from which the concept can be viewed (geographical, sociological, marketing and managerial aspects) (Manente, Cerato, 1999., 3) and in the different ways it is perceived by different stakeholders in a tourism destination (existing and potential tourism demand, residents, an area’s public sector, local entrepreneurs and others).

3. TOURIST ATTRACTION – A THEORETICAL FRAMEWORK

In the Dictionary of Tourism, the word attraction or tourist attraction is defined as an appealing element of a tourist destination. This appealing element can be one of cultural and historical heritage, nature, or an event, which either motivates future tourists to visit that place or it represents the main frame in the development of tourism or the destination. The term appeal defines a larger natural or cultural unit, and attraction differs from it because it is a smaller part of a sight or event with a strong appeal for tourists.

There is no generally accepted definition that is relevant to all visitor attractions. A visitor attraction is a feature in an area that is a place, venue or focus of activities and does the following things (Swarbrooke: 2007):

1. Sets out to attract visitors/day visitors from resident or tourist populations, and is managed accordingly.

2. Provides a fun and pleasurable experience and an enjoyable way for customers to spend their leisure time.

3. Is developed to realize this potential.4. Is managed as an attraction, providing satisfaction to its customers.5. Provides an appropriate level of facilities and services to meet and cater to the

demands, needs, and interests of its visitors.6. May or may not charge an admission for entry. (Walsh-Heron and Stevens, 1990).

3

Leiper (1990) has used the term ‘‘nuclear mix’’ to describe the set of attractions available to tourists. The distinction between the two depends on whether the tourists know about them or not before they arrive at the site.

Tourist attractions are fundamental to the very existence of tourism. (Alan A. Lew: 1987). Most tourism destinations are an amalgam of the so-called Six A’s1 (Cooper, Fletcher, Gilbert et al., 1998, 103; Buhalis, 2000., p. 98).

Generally, all tourist attractions can be divided into natural and social. Natural attractions are those resources on which man had no influence and are suitable for the development of tourism. They include: natural beautiful areas; climate characteristics, wildlife, and vegetation. They represent the natural environment in which they were created. For their development as a tourist attraction, they need to be easily accessible and have the necessary carrying capacity.

Social attractions are products of human work. They include buildings that are appreciated for their architecture or important historical events that took place in them, cultural institutions, fun and theme parks, and various types of events (festivals, folklore, etc).

Peypoch and Solonandrasana’s (2007) study confirmed that if an attraction is an ‘‘E-attraction’’2 in the eyes of tourists, then tourists will have a greater propensity to stay there longer as it is able to maintain their satisfaction at an acceptable level for a considerable period.The attraction must be a permanently established excursion destination, the primary purpose of which is to allow public access for entertainment, interest, and education, rather than being primarily a retail outlet, or a venue for sports, film, or theatrical performances. (British Tourist Authority, quoted in Travel and Tourism Analyst, 2000).

This ensures that a maximum number of people can learn and become interested in the (tourist) product – in this case, attraction – and how to buy it and at what price. Tourism is all about selling services (non-material products). Since a tourist product cannot be touched, tourism is said to be about “selling dreams”. Some tourists “dream” of a wide offering of tourist products and activities, while others seek less adventure, closer destinations, and a modest amount of activities. This depends on age, personal incomes, jobs, free time, and psychological aspects (fashion, prestige, etc). However, it also depends on the type of tourism destination that can fulfil those needs.

All attractions do not have the same importance for individual tourists or groups of tourists. The ‘‘primary’’ attraction corresponds to the purpose of the holiday and, therefore, plays a decisive role in destination choice. In contrast, the ‘‘secondary’’ and ‘‘tertiary’’ attractions play no role in this. (Leiper: 1990, Botti et al: 2007). Belonging to the first group are business travellers or people who visit their relatives or friends, etc. For this group, price is of minor importance in deciding about the trip. They cannot choose the destination and the distance is

1Attractions, Amenities, Accessibility, Available packages, Activities, Ancillary services2«Escape» attractions, when experiencing the attraction, it is the tourist who determines its nature. cf. Botti, L. et al. (2008):Time and tourism attraction, Tourism Management 29 (2008), p. 594–596.

4

not a limiting factor. Whether they are going to enjoy the trip is irrelevant. Even though the trip in itself can represent a pleasing experience, their main motivation is duty.

Belonging to the second group are travellers who can decide if and when they want to spend part of their personal income and free time for travelling. Price will have a major importance on their decision about the trip, the destination, and time period of when to travel. They can choose their destination and the dates of the departure. For this group, pleasure is the main motivation for travelling. Therefore, in the tourist motivation for a trip certain connections are always established between the needs of the tourist and the tourist destination itself (for example place, country and region).

Figure 1. Review of the usual types of individual or group tourist attractionsNATURAL ATTRACTIONS

Geological characteristics- Caves- Mountains- Plains- Deserts- Islands- Rocks- Lookouts- Canyons/ravines- Sights dealing with palaeontology

Climate- Mediterranean climate- Mountain climate

Water- Sea- Rivers- Lakes- Waterfalls- Seashore- Beaches- Bathing resorts

Plants- Forests- Botanic gardens

Animals- Wild animals- Zoos- Hunting areas- Fishing areas

Natural heritage- National parks- Parks of nature- Natural resorts- Protected swamps- Forest parks- Monuments of garden architecture- Protected animal species and plants- Specific protected trees

CULTURAL AND HISTORICAL ATTRACTIONS

Cultural and historical heritage- Cultural monuments- Archaeological sights- Protected urban areas- Old towns- Castles- Churches

Cultural and religious institutions- Museums- Theatres- Pilgrimage centres

Manifestations- Festivals- Plays

Important people and places

Lifestyle- Gastronomy- Lifestyle of the local population- Ethics- Folklore and tradition- Handcraft

ATTRACTIVE CULTURAL SUPERSTURCTURE

Sports and recreation- Sport events- Fields and camps for sports and recreation- Skiing - Mountain houses

Treatment centre- Spa

Attractive attractions- casinos

5

Source: Kušen, E.: Turistička atrakcijska osnova (Basic tourist attraction), Institut za turizam, (Institute of Tourism) Zagreb, 2002, page 27.

E. Kušen gives an overview of individual and group tourist attractions with their classification as natural attractions, cultural and historical attractions, and the attractive tourist superstructure. This overview is generally used in the existing technical and scientific literature (Figure 1). The appeal of the primary offering of a specific tourist destination motivates tourists to visit that destination. Tourists are interested in the beauty of nature (ambient), landscapes, nice climate, cultural and historical heritage etc., and the specific services and products offered to them are of secondary importance.

The term tourism product nowadays implies many things. It includes many services without which it is impossible to sell a tourist product, such as hotel services, transportation, various sports gear rentals, beach gear, bike, car and boat rentals etc.

According to the authors Kobasic and Senecic, a tourism product is a sum of available resources, service and facilities that tourists can use in a specific place and at a specific time to satisfy their needs.

The trade includes clean environment, sandy beaches, pleasant and friendly staff in hotels, stores etc. but also the general standing of a destination on the tourist market. Excursions, visits to cultural events, shopping of various goods available in the stores can also be added to the elements mentioned above.

It follows from the above that, without one another, a tourism product, a destination and a motivation cannot operate successfully in the tourism industry. Tourist attractions are an integral part of a large tourism system (Gunn, C.A.:1972). The end result of their performance is success in tourism.

4. CROATIAN TOURISM ATTRACTIVENESS AND HIGH “PRIMARY” MOTIVATION FACTOR

In recent years, tourism has become one of the most dynamic sectors of the Croatian economy. In 2005, it was estimated that tourists spent around EUR 7.5 billion on tourism in Croatia, or about 25% of the GDP. Between 2001 and 2005, the number of overnight stays rose by 18%, and the number of tourist arrivals rose by 27%.3

Tourist attractions and the appeal of a specific destination are key elements in the development of Croatian tourism, as well as tourism in general. A tourist attraction such as an area of natural beauty, a cultural and historical heritage site, or a spectacle or event is the appealing element of a tourist destination and motivates tourists to visit a specific destination. The expected scientific contribution of this paper comes from its theoretical aspects.

According to the below table, Swarbrooke classifies learning new things, nostalgia, entertainment, previous experiences, excitement and variety among the main benefits sought from attractions.

3 www.hgk.hr/tourism

6

Table 1. Types of attractions and benefits soughtTypes of attraction Main benefits soughtTheme park Excitement, Variety of on-site attractions, Atmosphere,

The company of other users, value for money, light-hearted fun.

Beach Sun tan, sea bathing, economy, company of others or solitude.

Cathedral History, aesthetic pleasure derived from architecture, atmosphere, sense of peace and spirituality.

Museum Learning something new, nostalgia, purchasing souvenirs.

Theatre Entertainment, atmosphere, status.Leisure centre Exercise, physical challenges and competing against

others, status.Source: Swarbrooke, J. (2007): The development and management of visitor attractions, Second edition, Elsevier, p. 48.

Every tourist attraction (museum, church, historical building, various theme parks, events etc.) has a unique appeal. However, for basic strategic reasons, it is important to emphasise that the purpose is to attract tourists, because the purposes for which a building was constructed or an event was organised are different in many ways.

However, it is not enough to merely have developed attractions; attractions must be expertly managed as well. To effectively market a destination on the tourist market, the motivation for travelling to a destination must be known as well as the motivation for visiting attractions, and information must be available regarding the level of satisfaction of tourists/visitors with the tourism product. It is necessary to understand the interaction between resources and tourist experiences. The development and promotion of attractions will depend upon local initiatives. In addition to containing basic services, a modern tourism product also possesses many attractions that catch the interest of tourists.

For a large number of tourists, the motivation to visit Croatia is still vacation and relaxation on the beach, along with new experiences (Table 2.). An increasingly growing motivation is one that follows the trend of the international tourist demand for an active vacation in a clean environment that has a healthy lifestyle and type of food, all in the domain of different selective types of tourism.

Travel allows and causes various contacts and encounters of man with nature, and with other people and the cultures they have developed or are still developing. By coming in contact with other people while travelling, tourists are involved in a process of exchanging values in which they both transfer and receive values of other people, nations and cultures. When a tourist learns and experiences the most important cultural achievements of the past and the present of a nation, tourism achieves its function, as it develops and encourages the tourist to future contact with the culture of places and countries he is visiting.

The Croatian “tourist product” is a term that groups different tourist services offered on the market as a complete product. Considering the constant fluctuation in tourist preferences, there is a need for constant innovation in the approach to promoting Croatian attractions. In

7

this sector, Croatia has already achieved a significant positive shift, as will be shown later on. The fact that potential guests receive up to 47,7% of all information about a destination from previous visits shows that there is a problem in the marketing valorisation of Croatian tourist attractions.

From this, we can deduce that what a tourist demands from a specific destination is a complete and complex product, while the specific products or services offered to him are seen as a component of that complete and complex product.

Table 2. Activities during the stay in a destination*, **Rank Motivation %1. Swimming 98,32. Going to patisseries, bars etc. 91,83. Going to restaurants 86,24. Going shopping 78,85. No activity (passive vacation) 77,06. Walks in the nature (hiking) 72,97. Individual (independent) excursions 71,08. Visiting local festivities (parties) 66,99. Visiting monuments 65,310. Going dancing or going to the disco 53,811. Excursions to national parks 47,712. Boat rides 47,013. Bike rides 45,014. Organised excursions 44,815. Visiting museums or expositions 43,016. Going to concerts 38,717. Diving 37,918. Tennis 36,319. Fishing 31,820. Going to the theatre 29,821. Water skiing 24,222. Health and recreation programmes with coaches 23,623. Surfing 22,924. Sailing 21,625. Riding 18,126. Mountain hiking 17,127. Trend or adventure sports (rafting, paragliding) 13,9* Multiple answers allowed**The table refers to respondents who sometimes or often practice specific activities. Source: Stavovi i potrošnja turista u Hrvatskoj (Views and spending of tourists in Croatia), Tomas – ljeto (summer) 2004, Institut za turizam (Institute of Tourism), Zagreb, 2004, p. 46

A tourist will be completely satisfied only with a wide spectra of primary and secondary tourist offers, because that is, in fact, the only guaranty that their specific demands, needs, expectations and affinities will be satisfied.

Croatian tourism has to create a new type of offering including new products, and Croatian regions have to create a distinctive image of their destinations so that the tourism development policy can be successful and realise the goals set out.

On one hand, a tourist attraction (such as church, museum, historical building, various theme parks, gardens etc) can represent a static entity usually focused on a building that is open for public throughout the whole year of for the big part of it.

8

On the other hand, festivals and other types of events often have no physical home or a specific lifetime. For this reason, it is important to use a different palette of accentuated marketing techniques to make the relatively short duration of the event well known to a maximum number of people in a short time. The examples stated have yet to be fully employed in Croatian circumstances.

5. THE STATE OF CROATIA’S TOURISM OFFERING AND TOURISM ATTRACTIVENESS

The competitiveness of Croatian tourism is determined in relation to the main factors of success and with regard to the ideal tourist offering to which it should strive, and not to other tourist destinations. However, many tourist attractions are materialising certain past experiences that show how to apply marketing techniques. Based on the research conducted, we can conclude that today the competitiveness of Croatian tourism is average, with the average score of 2.964. Best rated are the geo-strategic position of the country, its clean and preserved nature, resources, monuments and hospitality. On the other hand, the worst rated factors are the richness (or poorness) of the offering not including restaurants and bars, then parking areas, local gastronomy, availability of information, and destination management.

Table 3. Range of satisfaction with the units of the Croatian tourism offeringElements of the offering Satisfaction range

Number of organised nearby excursions

Medium

Quality-price relation

Accessibility

Information quality

Number of sports activities

Clean and equipped beaches

Information on how to reach monuments

Low

Local transportation quality

Diverse entertainment

Shopping

Number of different cultural events

Source: Tomas 2008, Croatian Institute of Tourism

4www.wttc.org/wttc/compmon

9

The main goal of marketing a tourist attraction is to attract tourists and to have them depart satisfied. According to the survey TOMAS 20075, the average daily spending per foreign tourist during summer vacation in the Adriatic in 2007 amounted to EUR 55.48, with the highest growth rate of 21% recorded in tourist spending for catering services.

Tourist-demand studies in 2007 were conducted on 4,915 respondents from 13 foreign tourist-generating markets in 86 Adriatic locations. The results of these studies show that in the last three years, despite an increase in average daily tourist spending, there has been a 6% drop in tourist shopping expenditures (down to 17.1%). Also, accommodation services and food and beverages services account for 68.4% of daily spending per person. Sports-related services, tourism services and cultural services make up the remaining amount of daily spending per foreign tourist. Hotel guests spend the most (EUR 89/day), with guests in tourist settlements spending an average of EUR 66. In accommodation in private homes, tourists spend EUR 49/day. The greatest spenders vacationing in Croatia are British tourists with EUR 108/day, followed by Russian tourists with EUR 102/day, French tourists with EUR 85/day, and Italian tourists with an average spending of EUR 61/day. The County of Dubrovnik has recorded the largest daily spending in the amount of EUR 88. The average age of foreign guests on the Adriatic coast is 41, and although they tend to spend more, they are becoming increasingly discerning and are making their holidays increasingly shorter. For this reason, it is extremely important to know how to motivate visitors, and to keep this in mind in marketing.

International trends indicate that the most promising destinations are those that combine historical and cultural attractions with natural resources. Such destinations are capable of meeting the different needs of tourist demand. In the above table (and throughout this paper), we can see from the satisfaction indicator that such a combination of attractions and resources is missing in Croatian tourism. Hence, the tourism offering should aim at optimising the effects of tourism and accomplishing strategic objectives focused on meeting the needs and wants of all stakeholders within a specific tourist destination (Figure 2).

Figure 2. Unaccomplished objectives in developing destination appeal

Maximising visitor satisfaction. Maximising multiplier effects and the profitability of local entrepreneurs. Optimising tourism effects by securing a sustainable balance between tourist destinations,

products and attractions..Source: By the author after: Buhalis, D., (2000) “Marketing the competitive destination of the future”, Tourism Management, 21:100.

However, it is not enough to merely have developed attractions; attractions must be expertly managed as well. The development and promotion of attractions will depend upon local initiatives, because in addition to basic services, a modern tourism product also contains numerous attractions that catch the interest of tourists.

The aim of market research is to detect and identify target groups, that is, potential service users. These groups are the result of the various motivations and needs of end service users that are regularly monitored in the tourism industry.

Where tourist attractions are concerned, the goal of market research comes down to identifying potential attraction-visitors, by defining:

5Stavovi i potrošnja turista u Hrvatskoj Tomas- ljeto 2007, Institut za turizam, Zagreb, 2008, p. 74.

10

- Who are these visitors?- Where are they located?- What can we do to win them over?

If the product and services offered to guests constitute a set of services, then clearly, this product and service should be developed in terms of refining its basic characteristics, that is, improving its quality. Through the application of an integrated attractiveness model (Graph 1), tourist attractions can become a source of innovation and product modification in tourism that will help the tourism product to evade the stages of decline.

Graph 1.

Management of visitor attractions – destination area concept

Checking process

No

Yes No Final acceptation

Yes No

Source: Author’s suggestions

11

Identification area (needs & motives)

Area integration in attraction?

TOURISM ATTRACTIONS impacts:EconomySocial contactSustainability

risk implementation (area maps)

Attraction involvement in long term tourism plans?

Attention on tourism attractions

Alternativescenarious

The basic motivation for product modification comes from a desire to offer the market a product and service that are capable of meeting the specific needs and wants of customers more fully. The aim of the product and service is to consistently attract new tourists, while encouraging repeat visits from previous visitors.

Therefore, the intention is to provide diversity and, if possible, originality, and, in this way, to ensure a constant balance between supply and demand. An integrated approach to motivations and the tourism product will result in increased market share and greater competitiveness on the tourist markets of Mediterranean and European countries.

The planned objectives can only be accomplished through the integration of all stakeholders in a tourism system (tourist boards, local self-government units, and others) for the purpose of regulating economic, social and environmental influences.

6. RECOMMENDATIONS

By applying an integrated approach to tourism systems, the authors of this paper have established that tourist appeal depends upon the collaboration of all stakeholders in tourism (supply, demand, intermediaries, employees), while stakeholders exert considerable influence on performance results and multiplier effects in tourism..

Beyond a doubt, Croatia’s most important tourist product is “vacation and relaxation on the beach enjoying the sun”, in the development of which Croatia has a century-long tradition. This is followed by nautical tourism whose development intensified in the early 1980s with the goal of diversifying the Croatian tourism offering and providing a wider choice of services. All other tourist products are targeted mainly at the local market, and their range cannot even be compared with the range of two above-mentioned products. This confirms the fact that the share of foreign demand, the total realisation, and the total value of consumption of all other tourist products are almost insignificant, with the exception of hunting tourism.

Since the Croatian tourist product is so poor in content, according to the Strategy of the development of the Republic of Croatia “Croatia in the 21st Century”, the new concept of the development imposes the need for a change in marketing towards a new product. The main guidelines of the new product are in giving more importance to the content: a more complete care for human health, and an active vacation rich in content and imbued with experiences for every visitor .

Croatia needs to add more quality to the tourist product, and to extend its structure with a wider range of offers and services for which there is a growing demand on the market. This will enable a successful placement on the tourist market not only in the summer, thus prolonging the season and all other economic aspects throughout almost the whole year. The authors consider that increasing the appeal of Croatian tourism calls for further developments as well as innovations in:

a.) The coastal area – climate, quality and preservation of the sea, attractive coastal areas, and free and unsaturated spaces of significant size.

b.) The continental area: many spas with a long healing tradition; naturally attractive, well-preserved and often protected mountain areas, hillsides, rural areas, and cities and interesting rural agglomerations with a rich and/or cultural and historical heritage.

12

To understand the role attributed to tourist appeal as a source of competitive advantage in Croatian tourism, the authors have applied the methods of comparison, analysis and compilation and have reached the conclusion that the Croatian tourism offering has the ability to absorb not only primary tourist attractions, but secondary and tertiary ones as well. However, it is evident from the data in Table 4 that this awareness has not been operationalised despite the high availability and preserved nature of natural and built tourist attractions.

The two areas of development mentioned above have a strategic priority. However, large hidden potential that can give Croatian tourism a more intense development with a better placement on the market, a wider range of tourist products, and a more qualitative structure, are also the development of rural, cultural, congress, fishing and hunting tourism, as well as transit and consumer tourism.

We can expect that joining the European Union will bring a bigger variety of offers to and an increase in the quality of the Croatian tourist product. New and much more rigid standards of physical planning and nature protection will be applied, and the image of Croatia as a (still) quite inexpensive tourist destination will change significantly. We will attract more tourists of middle, high, and very high financial solvency not only in the summer period, but also throughout the year.

The tourist sector will build upon the quality and variety of the already existing tourist products and business results, as well as upon the relationship towards resources and spatial development. As the trust in the quality of the Croatian tourist product increases, tourists who are more discerning and have greater financial solvency will start arriving. To live up to tourist expectations, a tourist attraction has to give the idea of a cultural or recreation adventure. In this sense the marketing approach has to concentrate on the adventurous aspects of the attraction.

REFERENCES:

1. Anderson, A. H. et al. (1995): Effective Marketing Communications, Blackwell Publishers Inc.

2. Antunac, I. (1989): Ekonomski aspekti zaštite i razvoja turistici resursa (Economic aspects of the protection and development of tourist resources), Acta Turistica, Zagreb.

3. Avelini-Holjevac I. (2002): Oblici turističkog korištenja parka prirode Učka (How to use Nature Park Ucka in tourism), Tourism and Hospitality Management.

4. Botti, L. et al. (2008): Time and tourism attraction, Tourism Management, 29 (2008), str. 594–596.

5. Blažević, I., (1994): Turistička geografija Hrvatska (Croatian Tourist Geography) Hoteljerski fakultet, Opatija.

6. Bennett, P., (1994): Management, Informator-Protecon, Zagreb.7. Bologer, B. (1992): Incentive managing and marketing through motivation, World

Travel Tourism Review, vol. 2.8. Božičević, T. (1997): Plitvička Jezera/The Plitvice Lakes/Die Plitvice Seen,

Buvina d.o.o.

13

9. Buhalis, D., (2000): Marketing the competitive destination of the future, Tourism Management, 21:100.

10. Cooper, C., Fletcher, J., Gilbert, D. et al., (1998): Tourism – Principles and Practice. (Harlow, Essex: Longman).

11. Gugić, G. (2002): Kojim putem voditi turizam u Parku prirode Lonjsko polje? (In which way to develop tourism in Lonjsko field), Turizam br. 8-9.

12. Gunn, C. A. (1972): Vacantionscape – Designing Tourist Regions, Bureau of Business Research, Austin

13. Held D., A. et al. (1989): The Condition of Postmodernity. Oxford: Basil Blackwell.

14. Hrvatska-Turistički vodič (Croatia-Tourist Guide), (1997): Hrvatski leksikografski zavod “Miroslav Krleža”, Zagreb.

15. Inskreep, E. (1991): Tourism Planning; an integrated and sustainable development approach, Van Nostrand Reinhold, New York.

16. Jadrešić, V., (1998): Turizam kao čimbenik novih oblika alijenacije, Društvena istraživanja, god. 7, br. 3 (35)., str. 447-459.

17. Križman-Pavlović, D. i S. Živolić, (2008): Upravljanje marketingom turističke destinacije: stanje i perspektive u Republici Hrvatskoj, Ekonomska istraživanja, Vol. 21 (2).

18. Kušen, E., (2002): Turistička atrakcijska osnova (Basic tourist attraction), Institut za turizam, Zagreb.

19. Leiper, N. (1990): Tourist Attraction Systems. Annals of Tourism Research, 17, 367–384.

20. Leiper, N. (2004): Tourism management (3rd ed). Australia: Pearson Education.21. Lockwood, A. i S. Medlik (2002): Tourism and Hospitality in the 21st Century,

Butterworth-Heinemann.22. Lew A.A., (1987): A framework of tourist attraction research, Annals of Tourism

Research, Vol. 14, Issue 4, Pages 553-575. 23. Manente, M., I M. Cerato (1999): “Destination Management – Understanding the

Destination as a System”, Conference Proceedings (First Draft) “From Destination to Destination Marketing and Management”, (Venice: CISET), 1-14.

24. D. Massey, D. J. and P. Sarre, eds. (1999): Steps to an Ecology of Place, Human Geography Today, pp. 295–322. Cambridge: Polity Press.

25. Peypoch, N., & Solonandrasana, B. (2007): On E-attraction tourism destination: Extension and application, In A. Matias, P. Neto, & P. Nijkamp (Eds.), Advances in modern tourism research: Economic perspectives. Berlin: Springer, forthcoming.

26. Swarbrooke, J. (2007): The development and management of visitor attractions, Second edition, Elsevier.

27. Tomas istraživanje, Institut za turizam, Zagreb.28. Walsh-Heron, J. i T. Stevens (1990): The management of visitors attractions and

events. Prentice Hall.

Web sources:www.hr/hrvatska/geografija_i_prorodawww.mzopu.hr (Ministry of Environmental Protection, Physical Planning and Construction)www.eizg.hr (The Institute of Economics Zagreb)www.croatia.hr/Resources/Home/Strategija/turizam

14

www.hgk.hr

15