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2015, vol. 61, br. 2, str. 29-37
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Unapređenje imidža turističke destinacije nematerijalnom kulturnom baštinom - primer Crne Gore
Improving the tourist destination image with intangible cultural heritage: Montenegro as a case study
Sažetak
S obzirom da savremeni turizam u rastućoj eri usvaja koncept ekonomije iskustva, turističko iskustvo bazirano na nematerijalnoj kulturnoj baštini postaje važan element imidža turističke destinacije, kao skupa percepcija potrošača - turista o destinaciji. Turistička valorizacija nematerijalne kulturne baštine na održivim osnovama može biti posebno važna za imidž zemalja poput Crne Gore sa ograničenim resursima, uključujući prirodne resurse, kapital i populaciju od svega 620.029 stanovnika (Monstat, 2011). Drugi razlog je povezan s tendencijom zemlje da diverzifikacije svoju turističku ponudu i privuče nove tržišne segmente koji su motivisani kulturnom baštinom, manifestacijama, etnografskim vrednostima, itd. U ovom radu, autori evaluiraju tekuće izazove u turizmu Crne Gore i potrebu za unapređenjem imidža turističke destinacije koji se temelji na očuvanju i promociji nematerijalne kulturne baštine. Marketing odgovor na date izazove može dati doprinos Crne Gore zajedničkom evropskom identitetu i jačati osećaj pripadnosti destinacije zajedničkom evropskom kulturnom prostoru. Istraživanje u ovom radu zasnovano je na analizi postojeće literature, indukciji, dedukciji, statističkim metodama i analizi studija slučaja.
Abstract
As contemporary tourism moves increasingly towards adopting an experience economy, tourist experience based on intangible cultural heritage is becoming the important element of destination image, as a set of consumer perceptions about the destination. Sustainable tourist valorization of intangible cultural heritage may be particularly important for image of countries like Montenegro, with limited resources, including natural resources, capital and population of 620029 inhabitants (Monstat, 2011). Another reason is related to the country's tendency to diversify its tourism offer and attract new market segments who are motivated by cultural heritage, manifestations, ethnographic values, etc. In this paper, the authors evaluate current issues in Montenegrin tourism and the need for improving a tourist destination image based on safeguarding and promotion of intangible cultural heritage. Marketing respond on those issues may increase Montenegro's contribution to a common European identity and strengthen a sense of belonging the destination within a common European cultural space. The research in this paper is focused on desk research, induction, deduction, statistics, and analyzing the case studies.
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