From Mass Tourism to Sustainable Tourism: A Comparative Case Study of the Island of Brač

Abstract

Island communities in Croatia are becoming increasingly tourism-oriented which has complex consequences for the local population and socio-economic structure. The aim of this paper is to explore the different types of tourism development and their impact on local communities. The paper is based on the results of a multiple case study of three local communities on the island of Brač: Povlja, Postira and Bol. These three places were selected as they exemplify the different types of local development and stages of tourism development. Semi-structured face-to-face interviews were conducted with various local stakeholders. The analysis focuses on the perceptions of tourism development in local communities and its advantages and disadvantages related to long-term sustainable development. The findings demonstrate that in places that are already mass tourism destinations this type of tourism is still considered as a desirable type of development. In contrast, in places where tourism is not the main economic activity or has reached a phase of stagnation and decline, there are efforts being made towards a sustainable development of tourism and the entire community.