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Could Rural Tourism Revitalize Rural Areas in Croatia?

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Could Rural Tourism Revitalize Rural Areas in Croatia? ISSN 1333-2422 UDK = 338.486 : 338 (479.5) REVIEW PAPER Could rural tourism revitalize rural areas in Croatia? Ivo Grgić1, Lari Hadelan1, Stjepan Krznar2, Magdalena Zrakić1 1 University of Zagreb Faculty of Agriculture, Department of Agricultural Economics and Rural Development, Svetošimunska 25, HR-10000 Zagreb, Croatia ([email protected]) 2 Master degree student, University of Zagreb Faculty of Agriculture, Svetošimunska 25, HR-10000 Zagreb, Croatia ABSTRACT Trends in modern tourism are mainly oriented towards intangible aspects of tourism demand. Consumer experience at a destination is the focal point. Since rural areas in Croatia face significant demographic problems, rural tourism can be one of the answers to the question of how to revitalize rural areas. The aim of this paper is to describe the development of rural tourism in certain regions in the context of overall rural development in Croatia. For the purposes of this paper, methods of content analysis and compilation were used. Rural tourism can contribute to economic diversification and enable new jobs, especially for young people. Due to diversity of climatic, environmental and regional conditions, there are various types of rural tourism in Croatia. The overall diversity shouldn’t be perceived as on obstacle for potential development, but a comparative advantage. Key words: rural tourism, regions, development, Croatia INTRODUCTION available it means that it is becoming more and more difficult for tourism based exclusively on Croatia’s membership in the European "sea and sun" to satisfy the consumers. Union (EU) in 2013 encompassed changes in the Croatian economy, including rural Trends in tourism in general are focused development. In addition to coastal tourism, more on intangible dimensions of touristic which is extremely important for Croatian demand – experience. Consumer experience economy (the share of direct gross value added presents totality of supply (nature, food, (GVA) of tourism in the total GVA is about accommodation, environment, hospitality, 8.5%), diversification of tourism products and activities etc.). The concept of rural tourism development of new types of tourism such includes various forms of tourism in rural as rural, health, transit etc. began in the last areas (eco-tourism, agro-tourism, fishing and decades as well. According to Skuras et al. hunting, etc.). Rural tourism is a common term (2006) as other forms of tourism become more for activities and forms of tourism which exist in Agroeconomia Croatica 7:2017 (1) 98-108 Could rural tourism revitalize rural areas in Croatia? 99 a rural area defined by the natural and cultural Human resources are needed for the further resources that are there (Svržnjak et al., 2014). development of rural tourism, while at the same According to WTO, rural tourism is a term time Croatian rural area faces the problem of used when "rural culture" is a key component rural depopulation. of the product or service in rural tourism supply (Mihailović and Morić, 2012). Universal Earlier, migrations in rural areas were definition of rural tourism is still the subject of caused by wars and natural disasters, but in discussions without consensus (Pearce, 1989; recent years rural exodus is caused by social Bramwell, 1994; Seaton et al., 1994). There and economic problems. According to Grgić et are several reasons. Firstly, rural areas are al. (2010) the greatest difficulties of life today in determined differently in different countries; the Croatian rural areas are economic; lack of all tourist activities in a rural area cannot be employment, poor choice of occupations and unconditionally determined as rural (depends lower wages versus jobs in the city. The biggest on context), there many types of rural tourism problem is that young people in particular leave in rural area without common denominator rural areas due to lack of opportunities. (Štros et al., 2015). McGehee and Kim The migration of the rural population can be (2004) define rural tourism as tourism which prevented primarily by increasing employment takes place in a rural area. Accommodation and income, and the creation of such physical (apartments, camps etc.) may be different, and social infrastructure in rural areas that as well as activities (hiking, walking, sports, will significantly improve the living conditions visiting cultural heritage, cultural events, etc.). of rural population. In fact, it can help the About 93% of Croatian land area is marked development of all forms of rural tourism as rural, and it is inhabited by one-fifth of the which will boost other economic activities in total population (Svržnjak et al., 2014). There rural areas considering that no activity is acting is a great potential for the development of this independently, but mutually complementary type of tourism, which can be strong back-up and reinforcing. for economic and social development of rural areas. The rural tourism capacity in Croatia has a short history since 1998 when first rural MATERIAL AND METHODS tourism family farms were registered – 32 of According to Petrić (1996) there are two them, and is currently at unduly low number – groups of rural tourism definitions. The first only 447 registered rural households which are group consists from definitions that defined very unequally distributed by counties. rural tourism on the basis of total touristic The importance of rural tourism is reflected income (e.g. rural tourism is one type of in the strong interaction between agricultural tourism in general, whereas agritourism is production, traditional products, presentation a type of rural tourism). The second group of tradition, traditional gastronomy and tourist defines tourism in rural area by different services, and the use of existing resources. supply elements. Depending on the primary Structural changes in agricultural production component of the product (e.g. rural culture, have led to the weakening of the rural economy, activity on farm etc.) a expression is used for what imposed seeking additional income definition, for example: agro-tourism, green sources for farmers (Grgić et al., 2015a). tourism, gastronomic tourism, social, nautical Agroeconomia Croatica 7:2017 (1) 98-108 100 Ivo Grgić, Lari Hadelan, Stjepan Krznar, Magdalena Zrakić tourism, hunting, adventure, historical/cultural areas and should remain in accordance with tourism and so on. the environment. It should also put the existing facilities into use; engage local population and The aim is to describe the development adapt rural tourism to the available space. of rural tourism in past few years and to indicate the limitations and possibilities of its Visitors are mostly attracted to rural areas development in the context of the overall rural because of their natural environment and development in Croatia. For the purposes of cultural and historical heritage. Considering the this article, secondary information research was total area, Croatia stands out with a large number made, including the information available on of protected and tourist attractive natural areas, the Internet and in the contemporary literature and by environmental biodiversity it is in the about rural areas. The method of qualitative European top. According to the Register of analysis of secondary data and descriptive Protected Areas of the State Institute for Nature (reproductive) synthesis was applied. Protection in Croatia there are 409 protected areas in different categories. Protected areas now cover 8.56% of the Croatian area, or RESULTS AND DISCUSSION 12.24% of the continental territory and 1.94% Sustainable development and rural of the territorial sea. tourism value Culture which takes place in a rural area is the base of development of rural tourism and The terms "rural development" anddifferentiates one rural place from another. "sustainable development" are complementary Farmers’ culture is based on local creation terms (Krznar, 2016). The concept of sustainable and social control, traditions and forms of development was born out of need to emphasize collective action, and is influenced by various the necessity of conservation and protection, local environmental and other local cultures especially of non-renewable resources, and to (Cifrić, 2012). Rural tourism based on culture coordinate development with the environment. and cultural attractions includes various Croatian rural area developed slowly throughout aspects: cultural monuments, folk culture, history and thus left preserved environment habitation and food, ethnic folk practices, folk and economic basis for future generations. material culture of the old crafts, products, Three key points determinate the concept of souvenirs, cultural institutions and events and sustainable development: the protection of the entertainment, sports and commercial events. ecosphere, stable economic development and The cultural monuments are important factor the fair distribution of social opportunities. In in every attractive tourist destination (movable recent times the tourists’ interest is increasingly and immovable objects preserved from focused on natural and cultural heritage, life in past that point to a specific period of social the countryside, and spending time in the wild development). Folk culture plays an important and unspoiled nature. Local population often role in rural area, especially folk culture focuses on tourism for economic reasons and which is preserved in the folklore of the rural easier earnings and becomes dependent on population, and includes
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