engleski

The Role of Cultural Heritage in Tourism

The kind of potential that Dubrovnik's tourism supply offers should be made better use, as Dubrovnik, with its attractive natural and cultural rarities, has the possibility of achieving appropriate originality and variety in comparison to competitive destinations. International trends indicate that the most promising tourist destinations are multi-faceted centres combining historic and cultural attractions with natural resources that can support a wide variety of different tourist activities. In terms of heritage, and despite the fact that Dubrovnik only receives a small portion of the total European cultural tourism market, Dubrovnik can offer a significant potential founded on the diversity and richness of its historic, monumental and artistic resources. Even under existing conditions, culture is an important segment of the tourist supply in the Dubrovnik area. In future, culture should take on a more significant position in the tourist supply of Dubrovnik. Marketing activities should be directed towards this objective. This would contribute towards the quality of the tourist supply and would in significantly greater measure upgrade the value of the historical and cultural heritage. In this way, a new development concept of Dubrovnik tourism would have a realistic and stronger basis and a greater chance of overcoming the present mediocrity. Dubrovnik must become competitively viable, especially under conditions of globalization, and in this respect culture is a great advantage for Dubrovnik. However, it is not enough to just have culture at one's disposal ; cultural attractions need to be managed with expertise and long-term know-how. Only culture that is treated as a function of tourism in the highest measure possible can give the maximum economic effects.

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