HERITAGE HOTELS IN DEVELOPING A CULTURAL AND CREATIVE DESTINATION OFFER
Cultural and creative tourism provide opportunities for valorising rich cultural heritage in the form of a distinctive and unique tourism product. Heritage hotels, testimonies to the past, are a precondition to enhancing a destination's cultural offer. This research aims to analyse the current state and define a development vision as a realistic precondition to constructing a development concept of the Heritage Hotel Maškovića Han Vrana to foster development of the cultural and creative offer of Pakoštane municipality, elaborately explained in this paper based on the application of scientific methods. In the paper primary research is conducted on the attitudes of managers on the current competitiveness level and development opportunities of heritage hotels as drivers of development of the cultural and creative offer as well as on the managers’ expectation level, as a reflection of perceived value, relative to this tourism product to respond to the tourism market challenges.. Stakeholder collaboration and integration together with the active involvement of residents and tourists in innovating the offer would provide opportunities for repositioning Pakoštane as a distinctive cultural destination.
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