CULTURAL TOURISM AND DESTINATION IMPACTS © 2015 Juraj Dobrila University of Pula All rights reserved. No part of this book may be reproduced in any form by any electronic or mechanical means (including photocopying, recording or information storage and retrieval) without a written permission from the publisher. The authors are responsible for all of the content that has been published. Publisher: Juraj Dobrila University of Pula Zagrebačka 30 52100 Pula, Croatia For the publisher: Alfio Barbieri, Rector Editors: Jasmina Gržinić Ksenija Vodeb Editorial board: Ivanka Nestoroska, Ph.D, Associate professor, Ohrid University – St. Kliment Ohridski, Macedonia Pál Gubán, Ph.D, Associate Professor, Edutus College, Budapest, Hungary Laura Giurca Vasilescu, Ph.D, Associate Professor, University of Craiova, Romania Tulio Romita, Ph.D, Associate Professor, University of Calabria, Italy Tamara Floričić, Ph.D, Senior Assistant, Juraj Dobrila University of Pula, Croatia Reviews: Ľudmila Novacká University of Economics in Bratislava, Slovakia Krzysztof Wach Cracow University of Economics, Poland Metod Šuligoj University of Primorska, Slovenia Proofreading: Aleksandra Godfrey ii Formatting and Cover design: Alen Ive, Ana Cossi Printed by: Tiskara Zelina d.d. Edition: 250 copies CIP - Katalogizacija u publikaciji Sveučilišna knjižnica u Puli UDK 338.48-6:008>(082) CULTURAL tourism and destination impacts / edited by Jasmina Gržinić, Ksenija Vodeb. - Pula : Juraj Dobrila University of Pula, 2015. Bilješke o autorima. - Glossary. - Sažeci iza svakog rada. - Bibliografija; bilješke uz tekst. ISBN 978-953-7498-96-2 1. Gržinić, Jasmina 2. Vodeb, Ksenija Na temelju odluke Odbora za izdavačku djelatnost Sveučilišta Jurja Dobrile u Puli, KLASA: URBROJ: od . 2015. Godine. Tisak dovršen u 2015. godini. iii iv CULTURAL TOURISM AND DESTINATION IMPACTS Edited by: Jasmina Gržinić Ksenija Vodeb v vi CONTENTS Preface ............................................................................................................................... ix PART I – CULTURAL TOURISM: THE CONCEPT AND PRINCIPLES Chapter 1 TOURISM, CULTURE, CULTURAL TOURISM ..................................................... 3 Mauro Dujmović Chapter 2 CULTURAL TOURISM AND INTERNATIONAL IMPACTS .......................... 31 Jasmina Gržinić PART II – EVENTS IN TOURISM AND IMPACTS ON DESTINATIONS Chapter 3 IDENTIFICATION AND ANALYSIS OF CULTURAL EVENT STAKEHOLDERS IN A TOURISM DESTINATION: CASE STUDY OF “TeTa - TERAN AND TRUFFLE FESTIVAL” ..................................................... 61 Klara Trošt Lesić, Marinela Dropulić Ružić, Danijela Križman Pavlović Chapter 4 ZERO WASTE STRATEGY FOR EVENTS AND FESTIVALS – CONTRIBUTION TO SUSTAINABLE DEVELOPMENT ................................. 93 Marko Perić, Marinela Krstinić Nižić, Lorena Bašan Chapter 5 IMPORTANCE OF MODERN HOSPITALITY BUSINESS IN DESTINATIONS OF CULTURAL TOURISM ..................................................... 123 Nadia Pavia, Tamara Floričić vii Chapter 6 INFORMATION TECHNOLOGY IN TOURISM AND IMPACTS ON CULTURAL TOURISM DEVELOPMENT ........................................................... 152 Josipa Cvelić Bonifačić, Lea Punčec PART III – TOURIST OFFER ACCORDING TO THE NEW TOURISM Chapter 7 CHALLENGES OF THE EXPERIENCE ECONOMY – THE TOUR OPERATORS AS EXPERIENCE PROVIDERS .................................................. 179 Aljoša Vitasović, Jasmina Gržinić, Vanja Dragićević Chapter 8 TOUR GUIDE COMMUNICATION COMPETENCE: ....................................... 211 Moira Kostić Bobanović, Uchechi Nkeiruka Esonu PART IV - CULTURAL HERITAGE AND REGIONAL DEVELOPMENT Chapter 9 POTENTIALS OF THE CULTURAL HERITAGE OF ISTRIA FOR THE DEVELOPMENT OF CULTURAL TOURISM .................................................... 230 Nikola Vojnović Chapter 10 CULTURAL AND HISTORICAL HERITAGE AS THE BASIS FOR SUSTAINABLE DEVELOPMENT OF PROTECTED AREAS ....................... 260 Dora Smolčić Jurdana, Marija Štoković Bibliographical notes ............................................................................................. 295 Glossary .............................................................................................................................. 302 viii Preface Tourism represents a complex phenomenon. Meeting of different cultures makes part of the tourist phenomenon. The interest in demand for facilities and contents of a cultural character is increasingly frequent. Hence destinations transform their own image. For example, towns develop urban tourism by following the sociological, cultural, economic and ecological impacts of the development. Through cultural itineraries, town partnerships validate the importance of culture as a dynamic originator of sustainable development in the future, as well as of acceptance of social traits and cultural and regional identities. As a new selective form of tourism, event tourism stimulates creativity, quality and innovativeness within destinations, having multiplicative impacts on the local communities. Apart from visitors’ stimulating experiences and experience-based knowledge, numerous positive effects are also created, such as destination image, reduction in high peak period visits (seasonality), expenditure is encouraged, infra- and supra- structures are being developed, stays are extended and destinations develop in the social and cultural sense. Destinations of the future will be the destinations of events and festivals, as promoters of cultures, customs and diversity. Tourist attraction inventories and calendars will be created and special event definitions and categorisation will be formed. This book, i.e. its chapters, is the consequence of cooperation between the Faculty of Economics and Tourism "Dr. Mijo Mirković" Pula and scientific institutions from the region, which, by means of mutual collaboration, contribute to improvement in the development of tourism and education of future tourism managers. This book is also an extension of the description and analysis of tourism trends, started by the scientific monograph "Modern Trends in Tourism", published in 2014. The book includes 10 chapters, divided into four thematic areas. The first two papers relate to the development of cultural tourism and its significance in modern international tourism. The following two papers ix analyse the importance of events in tourism, as well as impacts on the destinations, described through the analysis of cultural event stakeholders and their contribution to sustainable development. The authors research and analyse different impacts of stakeholders on sustainable development of destinations. The adaptation of tourism supply to tourism demand is the focus of the research in the next four papers of the book. What is analysed are: the importance of modern hospitality business in destinations of culture and tourism, the experience economy and the ability of a tour operator to ensure modern traveller’s experience, intercultural communication and competence, the modern technology influence on tourism and its socio- cultural impacts. The theme area of "Cultural Resources and Regional Development" acquaints the reader with the position of cultural resources of the Croatian Istria as a recognised tourism destination, as well as with the importance of protection of cultural and historical heritage as a contribution to the development of protected areas. This publication is significant for deepening the knowledge of undergraduate and diploma students of the study course of "Culture and Tourism", the undergraduate study course of Tourism, the diploma study course of "Tourism and Development" at the Juraj Dobrila University of Pula, as well as of other study programmes of the same/interdisciplinary profile of education. Given that this scientific monograph is written in the English language, it can prove useful also for foreign students in order for them to understand the influence of modern trends in tourism in regional circumstances of development. Some of the papers are the product of the cooperation between professors and students from the study course of Tourism, which certainly represents added value of this publication, as it enables inclusion of students in the scientific and research work. The research results encourage readers to discuss the hypermobility of modern travellers and the changes (social, cultural, economic and ecological) which the future will bring us. Tourism practitioners will find x the benefits of this scientific monograph through their acquaintance with modern trends of tourism development and the challenges they bring, which, as such, must reach operational levels, as, otherwise, they will represent a threat to the survival and development of destinations, as well as of tourism mediators. In times of high market competitiveness, only those destinations which, by means of market strategies, manage to realise market differentiation, will yield a higher level of clients' satisfaction, through added value for both tourism poles, supply and demand. At the end, our appreciation goes to the reviewers and to all of the contributing authors. Jasmina Gržinić Ksenija Vodeb xi xii PART I CULTURAL TOURISM: THE CONCEPT AND PRINCIPLES 1 2 Mauro Dujmović1 TOURISM, CULTURE, CULTURAL TOURISM Abstract In modern tourism the concept of big and mass tourism has been abandoned and support given to responsible development based on selected programmes and types of tourism, which leads to a new differentiation and quality in the increasingly demanding tourist market. The existing mass