219 Scientific Journal of Maritime Research 32 (2018) 219-227 © Faculty of Maritime Studies Rijeka, 2018 Multidisciplinary Multidisciplinarni SCIENTIFIC JOURNAL OF znanstveni časopis MARITIME RESEARCH POMORSTVO https://doi.org/10.31217/p.32.2.7 The Role of Beaches in the Tourism Offering: The Case Study of the Municipality of Lovran Elena Rudan, Marinela Krstinić Nižić University of Rijeka, Faculty of Tourism and Hospitality Management, Department of Micro- and Macroeconomics, Primorska 42, 51410 Opatija, Croatia, e-mail: [email protected]; [email protected] ABSTRACT ARTICLE INFO To position the tourism offering of the Municipality of Lovran, it must be adjusted to the modern needs Review article of tourists. In this, a key role belongs to designing, implementing and sustaining an experience system Received 4 November 2018 as part of the destination’s integrated tourism product. Lovran as a tourist destination can become KeyAccepted words: 28 November 2018 distinctive only to the extent to which it can provide services and facilities capable of satisfying the travel needs and motivations of tourists. When designing an experience system, the destination is generally in the focus of interest. This paper, however, takes a closer look at the thematization of Beaches beaches that are a part of Lovran’s tourism offering. Previous tourism development in Lovran has first Tourism and foremost been centred on the summer months when the sun, sea and beaches are the primary Beach thematization motivation for tourist arrivals. Creative offering Lovran as a tourist destination, together with its beaches, provides opportunities that have yet to Lovran be fully valorised with regard to implementing the experience system in beaches. In this respect, the paper aims to highlight the need for beach thematization. Beach thematization is carried out in accordance with the vision of the destination to ensure the optimal distribution of bathers and to satisfy their preferences. A new classification of beaches is made according to the Bathing Area Registration and Evaluation (BARE) system, which is adjusted to the needs of the market. The BARE system categorises beaches based on their accessibility and coastal scenery. The purpose of the paper is to analyse beaches in Lovran and, in accordance with a beach’s potential, to propose a theme (eco beach, romantic beach, beach for families with children, etc.) for each one, based on the Regional Program for the Adaptation and Management of Seaside Beaches in Primorje-Gorski Kotar County. The authors conclude that beaches have a primary importance for most tourists as well as residents, making it essential to respect their physical, social and ecological carrying capacities. 1 Introduction Department of Sea and Soil Protection within the Ministry of Environmental Protection, Physical Planning and Although Croatia has an exceptionally long and rich Construction. To prevent the occurrence of adverse con- coast, it has yet to organise the efficient management of sequences with regard to space, it is essential the coastal such a vital natural resource. A number of ministries are zone is managed as a target managed resource through engaged in resolving individual issues concerning the the coordinated efforts of competent government bodies coastal zone: the Ministry of Environmental Protection, and local communities. Physical Planning and Construction; Ministry of Tourism; The wealth of the coastal zone is evident foremost in Ministry of the Sea, Transport and Infrastructure; Ministry its beaches that have become a major travel motivation of Culture/State Institute for Nature Protection; Ministry for tourists to Croatia in the past 50 years. Swimming and of Agriculture, Fisheries and Rural Development; and bathing – the favourite activity of tourists – centres on the Ministry of Economy, Labour and Entrepreneurship. The seaside and beaches where summer leisure tourism is overlapping of the competencies, rights and obligations developed. While many authors have addressed the topic of these ministries has resulted in poor communica- of beaches as a tourism resource, very few have focused tion among ministries and a lack of beneficial and fruit- on beach management in the Municipality of Lovran. ful cooperation. Especially important is the role of the Hence, this paper presents a scientific critical analysis E. Rudan et al. 220 / Scientific Journal of Maritime Research 32 (2018) 219-227 of beaches on the example of a single municipality but century the towns of Opatija, Lovran, Mali Lošinj and Veli could also be applied to any coastal destination. A spa- Lošinj, Sušak, Bakar, Kraljevica, Crikvenica, Selce and Novi tial analysis of beaches was conducted using the Bathing Vinodolski were well-known as winter health resorts and Area Registration and Evaluation (BARE) system, taking seaside resorts. Both domestic and foreign authors pub- into consideration different beach-area assessment pa- lished articles in the academic literature regarding the rameters and factors. Based on the obtained results of re- beneficial effects of sea air and bathing in the sea. Lukežić search, the authors have proposed a theme for each beach. points out that as early Cennias 1858 popolari Anton su iFeliks bagni Jačićdi mare of Beach thematization presents a compelling platform for [Lovran]. highlighted the health-related and physical bene- rethinking the level of organization of tourism organiza- fits of the sea in his paper tion systems from the perspective of local self-government 3 He stated that cooling down in the sea during the heat structures. The authors analyse the tourism indicators of summer contributes to improving the general condi- of the Municipality of Lovran and take a close look at the tion of the body, and prolonged stay in the sea facilitates current state to provide a foundation upon which to de- the “assimilation” of salt and other elements, thus spur- sign, expand and improve the existing tourism offering ring a number of processes beneficial to the human body. and organization and, in turn, to drive economic growth. Swimming was considered as being the most beneficial Beaches are a tourism resource of every coastal destina- type of exercise, while “using” the sea in its natural state tion. Different beaches give a destination its authentic- and in a healthy environment with clean air and a clear ity and the specific characteristics of each beach make a sky was seen to have a soothing effect on ailing tissue, destination distinctive and competitive relative to other even in small coastal towns such as Lovran.The beach is destinations. In and of itself, a beach as a resource is not a primary resource of all seaside destinations. These des- enough to ensure successful development; beaches need tinations focus all their activities on providing top-quality to be managed and marketed, and their development, stra- and superior services within the framework of beaches. tegically planned. Modern tourists are looking for a rich, A beach is a natural as well as economic asset of a tourist imaginative and meaningful offering. Hence, the primary destination. In terms[ ]of culture, a beach is a liminal space aim of the paper is to call attention to the lack of strategic or marginal zone in which different cultures and lifestyles 2planning Literature with regard Overview to this valuable resource. touch and interact 4 . They are places on which the tour- ism offering is grounded, together with tourists’ percep- tions of relaxation and escape from everyday life. On the other hand, beaches[ ]are a part of the culture of living and The development of seaside bathing resorts in the events that are vital to the local communities residing in Croatian Littoral, as well as in Lovran, followed in the their vicinity 5, 199[ . Beaches] “lure” tourists and encour- wake of debates in the professional and academic litera- age greater spending in seaside destinations. According to ture regarding the favourable effects of the sea and bath- Klein and Osleeb 6, 1150 , beach quality has a large effect ing on the human body. According to the latest Tomas on the value of the coastal zone for residents and visitors survey conducted by the Institute for Tourism in 2017, alike. In economic terms, adverse changes to beaches can passive holidays and relaxation at the seaside was the result in the decline of regional development, tourism, primary travel motivation for 55% of tourists, followed jobs, tax revenue, etc. In addition, changes that focus ex- by new experiences (31%), gastronomy (29%), visiting[1] clusively on tourists (recharging, levelling or cementing of natural attractions (26%), fun (24%), engaging in sport beaches, provision of amenities on beaches, etc.) are often and recreational activities (20%), and many others . poorly received by residents, vital stakeholders of a desti- Regarding length of stay, most guests (68%) spent up nation’s tourism development. Growing awareness of the to ten overnights on their trip. The most frequent stays dynamic changes occurring in beach areas has given[ rise] (39%) are those lasting four to seven overnights, followed to the concept of integrated beach zone management, that by those lasting eight to ten overnights (27%). The favour- is, sustainable beach management. Kim and Cho 7, 104 ite activity of tourists during their stay in Croatia is swim- argue that to systematically manage beaches, compre- ming/bathing (78.3%), followed by visits to restaurants hensive provisions need to be prepared that cover vari- (46.9%), going to pastry shops and coffee shops (45.5%), ous stakeholders and define the environment of bathing attending local festivities (30.1%), sightseeing (25.7%), beaches. Stakeholders of bathing beaches[ can] include local and taking excursions to national parks/protected nature residents, merchants, fishing village cooperative and gen- areas (21.1%). Initially travelling to these resorts for rea- eral users. According to Alves et al. 8, 526 , to achieve a sons of health, foreigners began to arrive because they high quality environmental status, beach users’ needs and wanted to enjoy the comforts of a warm Mediterranean implemented leisure services must be harmonious.