DOI: 10.1515/aet-2016-0014 PRELIMINARY REPORT Vaso Jegdić CITIES AS DESTINATIONS Oliver OF URBAN ECOTOURISM: Gradinac The Case Study of Novi Sad* ABSTRACT: Ecotourism in an urban environment There are green complexes, available surfaces takes places in areas that offer a certain degree and abandoned objects and facilities of previous 155 of naturalness in a situation when they are economical activities located in the peripheral and Turistica, Et Acta Economica significantly modified by previous human suburban zone. In the immediate surroundings of activities. Concept of urban ecotourism recognizes Novi Sad, there are numerous messuages (Čenej the significance of ecotourism in facilitating messuages are in the city itself), that have been cultural exchange, environmental protection recently redecorated as eco and ethno oases. The and sustainable urban development. Contrary purpose of the paper is to suggest manners of their to classic ecodestinations, urban ecotourism is inclusion into the integral tourist product based on more acceptable considering a higher capacity of the research of resources for the development of 101-236 2, pp. 2 (2016), No. Vol urban destinations and the potential to renovate urban ecotourism in Novi Sad. The paper emploied locations that have been degraded by industrial, analytical-synthetic method, a combination of traffic or other human activities. The experiences secondary sources of literature data, internet, and and examples from Europe and North America other sources, with the primary data gained by field indicate that such projects significantly contribute observation, analyzing the content of advertising to a sustainable ecological and social-economical materials and contact through informal interviews development of many cities. In Serbia, the practice with various organizations and experts from the of quality preparations and including natural and field of ecology, ecotourism and tourism in general, other resources into the development of urban and with decision makers. This research suggests ecotourism has still not been established. The the ways of including ecotourism resources in the paper found that Novi Sad has the resources which tourist offer of Novi Sad. would make it also interesting as destination of urban ecotourism. As the most significant point, KEY WORDS: urban ecotourism, ecodestination, Danube should be mention with its coastal green restoration and repurposing, sustainable urban zone and numerous islands, as well as the city parks. development, Novi Sad Vaso Jegdić, PhD, Associate Professor, University of Educons, Faculty of Sport and Tourism address: Radnička 30a, Novi Sad, Serbia phone: +381 63 550 638 fax: +381 21 530 232 e-mail: [email protected] Oliver Gradinac, PhD student, University of Educons, Faculty of Sport and Tourism address: Radnička 30a, Novi Sad, Serbia; Lenzerheide Bergbahnen AG, Postfach 160 CH-7078 Lenzerheide, Schweiz phone: +4177 9265 481 e-mail: [email protected] Vaso Jegdić, Oliver Gradinac CITIES AS DESTINATIONS OF URBAN ECOTOURISM: THE CASE STUDY OF NOVI SAD INTRODUCTION THEORETICAL FRAMEWORK In the past few decades, the classic tourist tides Although the analysis of the three key criteria have undergone structural changes, meaning, they of ecotourism (natural attractions, educational have gained a completely different concept due to motivation and sustainability – ecological and new forms of tourism based on the principles of social) indicates a high position of protected sustainable development. Ecotourism reached a areas as eco-tourist spaces, according to Weaver prominent position amongst them, with a few sub- (2005), the modified areas also have potential forms, amongst which are, for example, mass tourism and certain ecological advantages. He believes and urban ecotourism, that shift the boundaries of that urban places can also be destinations for ecotourism as they have been seen until now. more kinds of eco-tourist products. Weaver bases this claim on the fact that urban ecotourism is a Ecotourism is a form of tourism that is propagated complex phenomenon of a high capacity, which as tourism based on nature. It is defined by its 156 can be focused on the issue of restoration and results in sustainable development: protection of Acta Economica Et Turistica, Et Acta Economica improvement, thus enabling interesting visits nature, the education of visitors about sustainability remote from sensitive natural areas. In summary, and benefits for the local population. While eco- urban ecotourism offers “a viable combination of tourism means traveling to relatively untouched ecological and cultural protection, increased local and unpolluted natural areas (Ceballos-Lascurain, awareness of the value of preserving the natural 1996), urban ecotourism takes place in areas that and cultural environments and local economic offer a degree of naturalness in a situation where development” (Joppe and Dodds, 1998). Picture 1 they are substantially modified by prior human shows the three main domains of urban ecotourism Vol 2 (2016), No. 2, pp. 101-236 2, pp. 2 (2016), No. Vol activities (Jegdić and Milošević, 2012). and some examples of activities. Many cities in the world have promoted urban The concept of urban ecotourism appeared for ecotourism actively, and have mixed it with urban the first time in 1996, when it was defined by tourism. The practices of urban ecotourism, Blackstone Corporation as “one of the sustainable mixed with urban tourism, gradually depart from ways of travelling to urban areas” (Wu et al., the central part of ecotourism, and since then, 2010: 739). The concept of urban ecotourism more disagreements have arisen (Wu et al., 2010). was elaborated in more detail during the First Summarily speaking, even though the boundaries Urban Ecotourism Convention, held in White of urban ecotourism have overlapped with urban Rock, Canada in 2004. The experts for ecotourism tourism, their core ideas are considerably different. agreed that urban ecotourism is an “opportunity It seems that urban tourism places emphasis on to conserve biological and social diversity, the cultural aspects, while the contents of urban create new jobs and improve the quality of life” ecotourism are more similar to the concerns of (Declaration on Urban Ecotourism, 2004). At the traditional ecotourism. same time, while ecotourism includes travelling The subject of this research are previous activities into “relatively undisturbed and unpolluted aimed at the development of eco-tourism in Novi natural areas”, urban ecotourism is an activity that Sad, understanding the conditions and possibilities strengthens protection of nature and the quality for improvement of ecotourism, proposing possible of life of the city population (Oh, 2007). The solutions for the future, as well as the coordination Green Tourism Association (GTA) defined urban of these activities with the objectives of protection green tourism (urban ecotourism) as “travelling of natural and cultural heritage and the concept of and exploring inside and around urban area that urban development. provides satisfaction and respect of the city’s Vaso Jegdić, Oliver Gradinac CITIES AS DESTINATIONS OF URBAN ECOTOURISM: THE CASE STUDY OF NOVI SAD PICTURE 1. THREE DOMAINS OF URBAN ECOTOURISM Flourishing Local Economy PromotingExperiences Local Economic Benefits Feedback of Economic Urban Green Benefit 157 Social BenefitsTourism Acta Economica Et Turistica, Et Acta Economica BuildingCommunities Healthier Environmental Benefits Reducing Promoting Environmental Energy Use Awareness Source: Hamilton.com, 2013, according to: Butty et al., 2014 Vol 2 (2016), No. 2, pp. 101-236 2, pp. 2 (2016), No. Vol natural areas and cultural resources to the visitors” of urban ecotourism as a special area of study (Gibson et al., 2003). It simply includes a natural and activity, located between sustainable urban travel that is conducted in an urban environment. development and tourist disciplines. Contrary A particular challenge is making the urban space to classic eco-destinations, urban ecotourism is tolerable to protection of biodiversity. Urban more acceptable considering a higher capacity ecotourism recognizes urban centres as cradles of urban destinations and the potential to of civilization and examples of cohabitation of renovate locations that have been degraded by various cultures. These areas can be devastated to industrialism, traffic or other human activities. such an extent that they become unusable or that Tourists that participate in urban ecotourism can the space and objects lose their original function. use the existing infrastructure, including public In this case, they can provide great potential transport. Precisely for that reason, many cities through restoration and repurposing. Modified that are popular tourist destinations, as well as areas can be acceptable as eco-tourist locations, if those that are trying to become one, invest great they are well presented, guided and aesthetically efforts to maintain and improve their ecological pleasing (Higham and Luck, 2002). On the one aspects, which attracts a new “kind” of tourist. hand, urban ecotourism is necessary for improving The development of ecotourism, with respecting cities that are becoming destinations of urban the standards of ecological sustainability, becomes ecotourism, and on the other hand it represents a a way to gain profit for entrepreneurs, as well new area of interest in the world of tourism. The as economic and social benefits for the