From sun and sea tourism to cultural tourism – the case of Split-Dalmatia county

Abstract

This paper presents empirical research conducted for the purpose of designing a conceptual development model needed to gradually transform Croatia’s Middle Dalmatia region from a sun & sea to a world-class cultural-tourism destination. The first step in the process involved conducting an inventory, classification and evaluation of regional cultural attractions in terms of their market potential, appeal, and stage of market readiness. Following this initial groundwork, and in order to define acceptable development principles and outline preferred courses of action, the second step of the process focused on a region-wide stakeholder consultation process which included organization of regional workshops, focus groups and semi-structured in-depth interviews with regional and/or local tourism and culture professionals, event managers, tourist boards’ directors and community leaders. Following the input provided by the relevant cultural tourism stakeholders throughout the Middle Dalmatia region, distinctive development principles have been specified. Based on these development principles, a structured cultural tourism development concept has been proposed to ensure both, international competitiveness and long-term sustainability.