Izvorni znanstveni članak
The role of festivals in the development of Croatian North: perception of economic impacts among Generation Z
Jelena Blaži
orcid.org/0000-0003-0453-4141
; Sveučilište Sjever, Koprivnica
*
Iva Rosanda Žigo
orcid.org/0000-0002-1149-091X
; Sveučilište Sjever, Koprivnica
*
Biljana Marković
orcid.org/0000-0002-5306-1881
; Sveučilište Sjever, Koprivnica
*
* Dopisni autor.
Sažetak
Festivals constitute a significant component of the cultural and tourism development of medium-sized cities, with their role extending beyond entertainment to encompass economic, social, and identity-related dimensions of local communities. The city of Varaždin stands out for its continuous and diverse festival programme throughout the year, a model toward which the city of Koprivnica likewise aspires. Despite the growing body of research in festival studies, the perception of their developmental impact on local environments—particularly from the perspective of younger generations—remains insufficiently examined. This study aims to analyse the attitudes of young people towards the role of festivals in local development, with particular emphasis on their contribution to tourism and the local economy, focusing specifically on festivals in Varaždin. The empirical research was conducted on a convenience sample of 209 respondents, comprising students with an average age of 20.5 years. The study contributes to a more nuanced understanding of the perceptual patterns of Generation Z in the context of festival-based local economic development. Data were collected using a structured questionnaire and analysed through descriptive statistical methods and the chi-square test in order to examine relationships between the perceived economic impact of festivals and selected development indicators. The findings indicate that young people largely recognise the developmental potential of festivals, particularly in terms of increased tourist expenditure and city promotion. Statistically significant associations were identified between the perceived economic contribution of festivals and both tourist inflows and local employment, whereas their contribution to infrastructure development is perceived as considerably less pronounced. In conclusion, festivals are perceived by members of Generation Z as a relevant driver of local development. At the same time, the findings point to the need for a more systematic and strategically integrated alignment of festival activities with broader tourism and urban development policies.
Ključne riječi
festivals; local development; youth; Varaždin; Koprivnica; tourism; economic impacts
Hrčak ID:
350984
URI
Datum izdavanja:
25.6.2026.
Posjeta: 0 *