Tourism in the New Europe The Challenges and Opportunities of EU Enlargement This page intentionally left blank Tourism in the New Europe The Challenges and Opportunities of EU Enlargement Edited by Derek Hall, Melanie Smith and Barbara Marciszewska CABI is a trading name of CAB International CABI Head Office CABI North American Office Nosworthy Way 875 Massachusetts Avenue Wallingford 7th Floor Oxfordshire OX10 8DE Cambridge, MA 02139 UK USA Tel: +44 (0)1491 832111 Tel: +1 617 395 4056 Fax: +44 (0)1491 833508 Fax: +1 617 354 6875 E-mail: [email protected] E-mail: [email protected] Website: www.cabi.org ©CAB International 2006. All rights reserved. No part of this publication may be reproduced in any form or by any means, electronically, mechanically, by photocopying, recording or otherwise, without the prior permission of the copyright owners. A catalogue record for this book is available from the British Library, London, UK. A catalogue record for this book is available from the Library of Congress, Washington, DC. ISBN-13: 978-1-84593-117-9 ISBN-10: 1-84593-117-3 Typeset by AMA DataSet, Preston, UK. Printed and bound in the UK by Biddles Ltd, King’s Lynn. Contents Contents v Contributors viii The Editors x Abbreviations xi Preface xv PART I: INTRODUCTION AND CONTEXT 1 Introduction 3 Derek Hall, Melanie Smith and Barbara Marciszewska 2 Tourism and the European Union 20 Constantia Anastasiadou 3 Enlargement Implications for European Tourism 32 Melanie Smith and Derek Hall 4 Tourism and the New Europe: Views from Beyond Europe 44 C. Michael Hall 5 Tourism Education in the New Europe 52 Greg Richards PART II: EAST CENTRAL EUROPE 6 Tourism and EU Enlargement: a Central European Perspective 65 Peter Jordan v vi Contents 7 Slovenia: New Challenges in Enhancing the Value of the Tourism Destination Brand 81 Maja Kone nik 8 Slovakia: EU Accession and Cross-border Travel 92 Vladimír Balá 9 Tourism in the Czech Republic 104 Al beta Királ'ová 10 Product Development and Diversification in Hungary 116 László Puczkó and Tamara Rátz 11 Tourism in Poland: Changes in Policy, Management and Education 127 Barbara Marciszewska PART III: THE BALTICS 12 The Baltics’ Accession: Finnish Perspectives 139 Raija Komppula, Arvo Peltonen, Tom Ylkänen and Taneli Kokkila 13 Estonia – Switching Unions: Impacts of EU Membership on Tourism Development 154 Jeff Jarvis and Piret Kallas 14 Latvia Tourism: Decisive Factors and Tourism Development 170 Iveta Druva-Druvaskalne, Ilgvars bols and Agita Š ara 15 Lithuania: Sustainable Rural Tourism Development in the Baltic Coastal Region 183 Aušrin Armaitien , Ram nas Povilanskas and Eleri Jones PART IV: THE MEDITERRANEAN ENLARGEMENT 16 The Mediterranean Enlargement: an Overview 199 Habib Alipour and Derek Hall 17 Malta: Re-imaging the Mediterranean Destination 213 Nadia Theuma 18 Cyprus: Building Bridges in the Borderlands of the New Europe 224 Julie Scott and Layik Topcan PART V: THE NEXT ENLARGEMENT 19 Tourism in Bulgaria 241 Marin Bachvarov 20 Romania: National Identity, Tourism Promotion and European Integration 256 Duncan Light Contents vii 21 Turkey: EU Membership Implications for Sustainable Tourism Development 270 Cevat Tosun, John Fletcher and Alan Fyall 22 Croatia in the New Europe: Culture versus Conformity 288 Irena Ateljevic and Sanda orak PART VI: CONCLUSIONS 23 Summary and Conclusions 305 Melanie Smith and Derek Hall Index 312 Contributors Ilgvars bols, Tourism Organization and Management Department, Vidzeme University College, Latvia; e-mail: [email protected] Habib Alipour, School of Tourism & Hospitality Management, Eastern Mediterranean University, Famagusta, TRNC; e-mail: [email protected] Constantia Anastasiadou, School of Marketing and Tourism, Napier University Business School, Edinburgh, UK; e-mail: [email protected] Aušrin Armaitien , Department of Tourism and Recreation, Klaip da University, Lithuania; e-mail: [email protected] Irena Ateljevic, Socio-Spatial Analysis, Wageningen University, The Netherlands; e-mail: [email protected] Marin Bachvarov, Department of Urban Geography and Tourism, University of ódz, Poland (formerly Head of Tourism Department in Sofia St Kliment Ohridski University, Bulgaria; Member of the Tourism Commission of the IGU, 1980–1988 and 2000–2004); e-mail: [email protected] Vladimír Balá , Institute for Forecasting, Slovak Academy of Science Bratislava, Slovak Republic; e-mail: [email protected] Sanda orak (ex Weber), Institute for Tourism, Zagreb, Croatia; e-mail: [email protected] Iveta Druva-Druvaskalne, Tourism Organization and Management Department, Vidzeme University College, Latvia; e-mail: [email protected] John Fletcher, International Centre for Tourism and Hospitality Research, Bournemouth University, Dorset, UK; e-mail: [email protected] Alan Fyall, International Centre for Tourism and Hospitality Research, Bournemouth University, Dorset, UK; e-mail: [email protected] C. Michael Hall, Department of Tourism, School of Business, University of Otago, Dunedin, New Zealand; e-mail: [email protected] Derek Hall, Seabank Associates, Maidens, Scotland UK; e-mail: [email protected] Jeff Jarvis, National Centre for Australian Studies, Monash University, Australia; e-mail: [email protected] Eleri Jones, Welsh School of Hospitality, Tourism and Leisure Management, University of Wales Institute, Cardiff, UK; e-mail: [email protected] Peter Jordan, Austrian Institute of East and Southeast European Studies, Vienna, Austria; e-mail: [email protected] viii Contributors ix Piret Kallas, Estonian Tourist Board, Tallinn; e-mail: [email protected] Al beta Királ’ová, International Relationships and Research, Institute of Hospitality and Management, Prague, Czech Republic; e-mail: [email protected] Taneli Kokkila, Liaison Manager, Finnish Tourist Board, Helsinki; e-mail: [email protected] Raija Komppula, Department of Business and Economics, University of Joensuu, Finland; e-mail: [email protected] Maja Kone nik, Marketing Department, Faculty of Economics, Ljubljana University, Slovenia; e-mail: [email protected] Duncan Light, Geography, Deanery of Sciences and Social Sciences, Liverpool Hope University, UK; e-mail: [email protected] Barbara Marciszewska, Academy of Physical Education and Sport Gda sk, Poland; e-mail: [email protected] Arvo Peltonen, Finnish University Network for Tourism Studies, University of Joensuu, Finland; e-mail: [email protected] Ram nas Povilanskas, Department of Tourism and Recreation, Klaipeda University, Lithuania; e-mail: [email protected] László Puczkó, Tourism Consultant, Xellum Ltd, Budapest, Hungary; e-mail: [email protected] Tamara Rátz, Professor of Tourism, Kodolányi János University College, Hungary; e-mail: [email protected] Greg Richards, Tourism Research and Marketing, c/Gran de Gracia 183(4-1), 08012 Barcelona, Spain; e-mail: [email protected] Julie Scott, International Institute of Culture, Tourism and Development, London Metropolitan University, UK; e-mail: [email protected] Agita Š ara, Tourism Organization and Management Department, Vidzeme University College, Latvia; e-mail: [email protected] Melanie Smith, Business School, University of Greenwich, London, UK; e-mail: [email protected] Nadia Theuma, Tourism Unit, Faculty of Economics, Management and Accountancy, University of Malta, Msida, Malta; e-mail: [email protected], [email protected] Layik Topcan, e-mail: [email protected] Cevat Tosun, International Centre for Tourism and Hospitality Research, Bournemouth University, Dorset, UK; e-mail: [email protected], [email protected] Tom Ylkänen, Research Manager, Finnish Tourist Board, Helsinki; e-mail: tom.ylkä[email protected] The Editors Derek Hall is Visiting Professor at Häme Polytechnic, Mustiala and Forssa, Finland. He recently retired as Professor of Regional Development and Head of the Leisure and Tourism Management Department at the Scottish Agricultural College, Auchincruive. He has taught and published widely on tourism and development in Europe and the Mediterranean, the environment, transport, and development in socialist and post-socialist societies. With Darrick Danta he edited Europe Goes East: EU Enlargement, Diversity and Uncertainty (Stationery Office, 2000) and Reconstructing the Balkans: a Geography of the New Southeast Europe (Wiley, 1996), and with Tim Coles the special issue of International Journal of Tourism Research on Tourism and EU Enlargement (2005). He also edited Tourism and Transition: Governance, Transformation and Development (2004) and has jointly authored with Frances Brown Tourism and Welfare: Ethics, Responsibility and Sus- tained Well-being (2006) and with Lesley Roberts Rural Tourism and Recreation: Principles to Practice (2001), all three published by CABI. Melanie Smith is a Senior Lecturer in Cultural Tourism Management at the University of Greenwich, London, where she has been running BA and MA Programmes in Tourism Management for the past 9 years. She is also a Visiting Lecturer in Budapest, Hungary. She is currently Chair of ATLAS (Association for Tourism and Leisure Education, http://www.atlas-euro.org), having been the Coor- dinator of ATLAS Europe for the past 3 years. She has extensive experience of teaching and researching European Tourism, and is author of the book Issues in Cultural Tourism Studies (Routledge, 2003). She has also edited two books entitled Cultural Tourism in a Changing World (for Channel View with Mike Robinson,