To SEE — Tourism in Southern and Eastern

To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference Tourism and Creative Industries: Trends and Challenges University of Rijeka, Faculty of Tourism and Hospitality Management ADDRESSING ORGANISATIONAL CHALLANGES OF CULTURAL TOURISM IN RURAL AREAS THROUGH COMMUNITY-BASED TOURISM MODEL JELENA ĐURKIN, Ph. D, Senior Assistant E-mail: jelenad@fthm. hr MARKO PERIĆ, Ph. D, Associate Professor E-mail: markop@fthm. hr JELENA KLJAIĆ ŠEBREK, mag. oec. , E-mail: Jelena. Kljaicsebrek@wyg-c. eu To. SEE 2017 Slide Number

To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference Tourism and Creative Industries: Trends and Challenges University of Rijeka, Faculty of Tourism and Hospitality Management Introduction Ø The purpose of the paper: to identify the organisational challenges of cultural tourism development in rural areas and to discuss and address those challenges using the principles of a community-based tourism model Ø Presentation content: Ø Defining working concepts of cultural tourism (in rural areas) and communityØ Ø based tourism Explaining research methodology Presenting case study context and results Discussing results from the perspective of community-based tourism Conclusions and limitations To. SEE 2017 Slide Number 2

To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference Tourism and Creative Industries: Trends and Challenges University of Rijeka, Faculty of Tourism and Hospitality Management Defining cultural tourism • Variety of definitions and approaches; more and more emphasis on intangible cultural heritage • deep involvement of tourists in the culturescape of a destination… creativity and engagement in crafts, arts, culinary and other activities – memorable experiences (Richards and Wilson, 2007) • “activity which enables people to experience the different ways of life of other people, thereby gaining at first hand an understanding of their customs, traditions, the physical environment, the intellectual ideas and those places of architectural, historic, archaeological or other cultural significance which remain from earlier times. . . ”(ICOMOS 1997) To. SEE 2017 Slide Number 3

To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference Tourism and Creative Industries: Trends and Challenges University of Rijeka, Faculty of Tourism and Hospitality Management Cultural tourism in rural areas • • • rural culture, landscape, traditions and perceived ways of life as answer to the postmodern tourists’ quest for authenticity (Urry 2002) Special appeal of festivals in rural areas, traditional products, old recipes, characteristic arts & crafts… Cultural rural tourism (Mac. Donald and Jolliffe 2003) Selected strengths and challenge of cultural rural tourism (Smith & Robinson 2005): Ø Contribution to local economy Ø Enhancing local pride/ sense of community To. SEE 2017 Ø Ownership over culture and agreement on its interpretation Ø Potential loss of authenticity due to commodification Slide Number 4

To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference Tourism and Creative Industries: Trends and Challenges University of Rijeka, Faculty of Tourism and Hospitality Management Defining community-based tourism (CBT) • “CBT is tourism planned, developed, owned and managed by the community for the community, guided by collective decision-making, responsibility, access, ownership and benefits” (Tasci et al. , 2013, p. 9). • Main characteristics (ASEAN 2000, Hamzah and Khalifah 2009, Rozemeijer 2001): economically viable, involve and empower community members, institutional consolidation, equitable, transparent and fair mechanism for distributing costs and benefits among all participants in activities, host tourists within the local community and strengthens meaningful host and guest interaction. • • • To. SEE 2017 Slide Number 5

To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference Tourism and Creative Industries: Trends and Challenges University of Rijeka, Faculty of Tourism and Hospitality Management Methodology • • • Case study – region of Gorski kotar, Croatia: The rural mountainous area with great natural beauties (mountains, lakes, forests, wildlife, national park) Slow development of tourism based on recreation and outdoor activities Interesting cultural heritage very low number of inhabitants ; three towns and six municipalities – 9 local tourist boards Qualitative approach Focus on available elements of cutural tourism offer in Gorski kotar Secondary data gathered through exploration of the websites of regional and local tourist boards Gaining „visitor’s perspective” To. SEE 2017 Slide Number 6

To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference Tourism and Creative Industries: Trends and Challenges University of Rijeka, Faculty of Tourism and Hospitality Management Research results • Research on available cultural offer of all 9 towns and municipalities of Gorski kotar • Information grouped in following categories: Museums, ethnographic collections, ethno houses & other exhibitions, Cultural trails & outdoor monuments, Religious buildings/monuments, Culture-related events • Scarce information on cultural offer available via official websites • Event calendar not updated • For many sites and potential attractions lack information on exact location and working hours • Intangible heritage poorly presented • No available integrated tourist packages for visitors interested in culture • Overall insufficient tourist valorisation of existing cultural heritage • Spatial and administrative division of area (towns and municipalities) visible through presentation of tourist offer To. SEE 2017 Slide Number 7

Fužine Museums, ethnographic Cultural trails & outdoor Religious buildings/ collections, ethno houses & monuments other exhibitions To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference Ethnographicand Creative Lic 3 Churches Tourism collection Industries: Trends and Challenges University of Rijeka, Faculty of Tourism and Hospitality Management Culture-related events Days of Mushrooms, & shrine Strawberries, Lavender, Poetry & art events Frog catchers night, Sculpture workshop Lokve Exhibition dedicated to frogs, Ethnographic collection, Lujzijana Gallery Sculptures by the lake, Bunker on Bukovac Delnice Exhibition on hunting, forestry and fishing, Racki House Popovic's mill 3 churches Kotar Fest, Oldtimer rally Apple Days Mrkopalj WW 2 Memorial Area “Fajeri” 6 churches Local fair, Peace Memorial Pilgrimage Holiday, Art Fest Čabar Ethnographic collection, “Palčava šiša”, House of Gorski Kotar Trsce Miners Trail, Energy Trail Trbuhovica, Roman Limes Wall Vrbovsko I. G. Kovacic Memorial Museum, Plemenitaš Sculpture Art Workshop/exibition Ravna Gora Ethno estate Juretic Brod Moravice Zrinski- Frankopan Castle, protected rural areas Military history monuments Protected rural ethno zones Munjara Hydropower Loncaric House plant Skrad To. SEE 2017 Table 1: Cultural tourism offer of Gorski Kotar Harvest Festival, Pear Days Dormice Days Orthodox Goran's Spring, Pumpkin Fest, monastery in Mushrooms Days, Evening in Gomirje, 3 churches Severin na Kupi, 3 churches Blueberry Day, Elder Day Mushroom Days, Pan Festival, "From Grandma's Chest", Wool Festival Days of Plums 3 churches Raspberry Days, Spring at Zeleni Vir, Woodrock Slide Number 8

To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference Tourism and Creative Industries: Trends and Challenges University of Rijeka, Faculty of Tourism and Hospitality Management Discussion and recomendations • Active involvement of local cultural associations • Creation of new culture tours, excursions and day trips • Creation of a network of organisations/tourist boards/associations • Establishment of community organisation in charge of coordination, networking of culture-related stakeholders as well as creation and marketing of tourist packages oriented on culture experiences • Include CBT models and principles in future cultural projects To. SEE 2017 Slide Number 9

To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference Tourism and Creative Industries: Trends and Challenges University of Rijeka, Faculty of Tourism and Hospitality Management Conclusions and limitations • • • Cultural tourism as one of the most popular forms of tourism Community-based tourism as responsible form of tourism that supports and empowers local communities Gorski Kotar: many organisational issues that exist in the cultural tourism offering Need for synergy and community approach in re-thinking organisational models for rural cultural tourism Limitations: specific study context, analysis of the supply side from outside perspective Future research lines: more in-depth qualitative approach, comparison between regions and best-practice examples of organising for community-based tourism To. SEE 2017 Slide Number 10

To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference Tourism and Creative Industries: Trends and Challenges University of Rijeka, Faculty of Tourism and Hospitality Management Thank you for your attention! Jelena Đurkin University of Rijeka, Faculty of Tourism and Hospitality Management jelenad@fthm. hr To. SEE 2017 Slide Number 11