Prethodno priopćenje
THE PERCEPTION OF THE IMPORTANCE OF AUTHENTICITY (TRADITION) BY TOURISTS AND LOCALS IN DUBROVAČKO PRIMORJE (DUBROVNIK LITTORAL)
Ana Portolan
; Odjel za ekonomiju i poslovnu ekonomiju, Sveučilište u Dubrovniku
Klara Vojvodić
orcid.org/0000-0003-2945-4930
; Referentica prodaje i marketinga Pervanovo d.o.o. za nekretnine i turizam Dubrovnik
Sažetak
The smooth flow of products and services on the tourism market is one of the results of the globalization process that has contributed to an increase in the importance of authentic (traditional) products and services as key elements of differentiation and competitiveness. The aim of the paper is to prove the existence of mismatch between the desire of tourists to learn about culture, history, enogastronomy and lifestyle of the local population by consuming authentic (traditional) products and services and their share in tourist offer. With this aim, a survey of tourist and local population perceptions was conducted by means of a questionnaire on a sample of 100 tourists and 100 inhabitants of the Dubrovnik littoral in high season from June to October. Confirmatory factor analysis and nonparametric Kruskal-Wallis test were used in the data analysis. Research results point to the discrepancy between the desire of tourists to consume authentic (traditional) products and services and their share in tourist offer. Greater share of authenticity in tourism products and services of Dubrovnik littoral would result in better market recognition, easier differentiation from competition and sustainable tourism development.
Ključne riječi
authenticity; tradition; tourism development; Dubrovnik littoral
Hrčak ID:
213290
URI
Datum izdavanja:
19.12.2018.
Posjeta: 1.849 *