Strategic management and demarketing in UNESCO WHSs: a comparative analysis of two Croatian tourist destinations

Aleksandra Krajnović, Ivona Vrdoljak Raguz, Ivana Paula Gortan-Carlin

DOI: http://dx.doi.org/10.1515/29319

Abstract


This paper studies the protected cultural property strategic management conducted by UNESCO, the World Heritage Sites (WHS). Its purpose is to explore the measure to which the system of such cultural property management is developed, since its meaning goes beyond the touristic purpose and indicates the world’s cultural property. Two Croatian tourist destinations are examined – Dubrovnik and Poreč. At the end of the paper, a comparative analysis of the two investigated cases is presented with the aim of presenting the research results and designing a personal model and conceptual frame of action to create a more efficient management system for protected heritage at all levels.


Keywords


Croatian tourist destinations, demarketing, Dubrovnik, Poreč, strategic management, UNESCO WHS

Full Text:

PDF

References


Armstrong E.K. Kern C.L. (2011). Demarketing manages visitor demand in the Blue Mountains National Park. Journal of Ecotourism, 10(1): 21-37. DOI: https://doi.org/10.1080/14724040903427393

Beeton, S. Benfield, R. (2002). Demand Control: The Case for Demarketing as a Visitor and Environmental Management Tool. Journal of Sustainable Tourism, 10(6): 497-513. DOI: https://doi.org/10.1080/09669580208667184

Beeton, S. (2003). Swimming against the tide - integrating marketing with environmental management via demarketing [online], in: Braithwaite, R. L. (ed.). CAUTHE 2003: Riding the Wave of Tourism and Hospitality Research. Lismore, N.S.W.: Southern Cross University, 2003. 107-121. https://search.informit.com.au/documentSummary;dn=837547353014315;res=IELBUS (Accessed: 25.01.2020).

City of Poreč, (2020). http://www.porec.hr/prva.aspx?j=cro&stranica=15615, (Accessed: 11.02.2020).

Clements, M.A. (1989). Selecting tourist traffic by demarketing. Tourism Management, 10(2): 89-94. DOI: https://doi.org/10.1016/0261-5177(89)90048-4

D'Amico, A. (2007). Demarketing e turismo sostenibile, Mercati e competitività, 1. 71-93.

DuList. (2019). https://www.dulist.hr/radi-se-ocjena-odredista-za-dubrovnik-na-kojem-smo-stupnju-odrzivosti/605648/, (Accessed: 4.02.2020).

Fullerton, L. McGettigan, K. Stephens, S. (2010). Integrating management and marketing strategies at heritage sites. International Journal of Culture, Tourism and Hospitality Research, 4(2): 108-117. DOI: https://doi.org/10.1108/17506181011045181

Garrod, B. Fyall, A. Leask, A. (2006). Managing Visitor Impacts at Visitor Attractions: An International Assessment. Current Issues in Tourism, 9(2): 125-151. DOI: https://doi.org/10.1080/13683500608668242

Gilmore, A. Carson D. Ascenção, M. (2007). Sustainable tourism marketing at a World Heritage site. Journal of Strategic Marketing, 15(2-3): 253-264. DOI: https://doi.org/10.1080/09652540701318930

Goodwin, H. (2017). The Challenge of Overtourism, in: Responsible Tourism Partnership Working Paper, 4. October 2017. 1-19. https://haroldgoodwin.info/pubs/RTP'WP4Overtourism01'2017.pdf, (Accessed: 25.01.2020).

Grad Dubrovnik. (2019). https://www.dubrovnik.hr/vijesti/potpisan-ugovor-za-izradu-plana-upravljanja-spomenickom-cjelinom-grada-dubrovnika, (Accessed: 4.02.2020).

Groff, C. (1998). Demarketing in park and recreation management. Managing Leisure, 3(3): 128-135. DOI: https://doi.org/10.1080/136067198376030

Habereiter, V. (2014). Predstavljeni rezultati projekta EX.PO AUS. Glas Istre, 22.5.2014. Available at: https://glasistrenovine.hr/arhiva-portala/pregled-vijesti/predstavljeni-rezultati-projekta-epo-aus-453800, (Accessed: 11.02.2020).

Hu, W. Wall, G. (2005). Environmental Management, Environmental Image and the Competitive Tourist Attraction. Journal of Sustainable Tourism, 13(6): 617-635. DOI: https://doi.org/10.1080/09669580508668584

Jelinčić, D.A. Matejčić, I. Vukić, F. Tišma, S. Polić, M. (2014). Plan upravljanja katedralnim kompleksom - Eufrazijanom u Poreču. EX.PO AUS Projekt, IPA CBC Adriatic 2007-2013. Available at: http://www.porec.hr/sadrzaj/dokumenti/točka%205.%20prilog%201.Plan%20upravljanja%20Eufrazijanom.pdf, (Accessed: 11.02.2020).

Kotler, P. Levy, S.J. (1971). Demarketing, yes, demarketing. Harvard Business Review, 49(6): 74-80.

Leask, A. Fyall, A. (2006). Managing World Heritage Sites. London and New York, Routledge.

Luck, D.J. (1969). Marketing Notes and Communications: Broadening the Concept of Marketing-Too Far. Journal of Marketing, 33(3): 53-55.

Marcotte, P. Bourdeau, L. (2012). Is the World Heritage label used as a promotional argument for sustainable tourism? Journal of Cultural Heritage Management and Sustainable Development, 2(1): 80-91. DOI: https://doi.org/10.1108/20441261211223289

Mariani, M. M. Guizzardi, A. (2019). Does Designation as a UNESCO World Heritage Site Influence Tourist Evaluation of a Local Destination? Journal of Travel Research, 59(1): 22-36. DOI: https://doi.org/10.1177/0047287518821737

Medway, D. Warnaby, G. (2008). Alternative perspectives on marketing and the place brand. European Journal of Marketing, 42(5/6). 641-653: DOI: https://doi.org/10.1108/03090560810862552

Medway, D. Warnaby, G. Dharni, S. (2010). Demarketing places: Rationales and strategies. Journal of Marketing Management, 27(1-2): 124-142. DOI: https://doi.org/10.1080/02672571003719096

Morgan, M. (1991). Dressing up to survive: Marketing Majorca anew. Tourism Management, 12(1): 15-20. DOI: https://doi.org/10.1016/0261-5177(91)90025-O

Pearce, P. (1998). Marketing and management trends in tourist attractions. Asia Pacific Journal of Tourism Research, 3(1): 1-8. DOI: https://doi.org/10.1080/10941669908722002

Prentice, R. (1993). Tourism and Heritage Attractions. London: Routledge, 1st edition.

Sadiki, F.A. (2012). Sustainable Tourism Marketing Strategies at UNESCO World Heritage Sites. UNLV Theses, Dissertations, Professional Papers, and Capstones. 1477. https://digitalscholarship.unlv.edu/thesesdissertations/1477, (Accessed 25.01.2020).

Tkeshelashvili, M. (2012). Marketing As a Tool for Tourism Sustainable Development. Management and Sustainable Development, 2: 33-38.

Timothy, D.J. Boyd, S.W. (2008). Heritage Tourism in the 21st Century: Valued Traditions and New Perspectives. Journal of Heritage Tourism, 1(1): 1-16. DOI: https://doi.org/10.1080/17438730608668462

Tourist Information Centre Poreč (2020). https://www.myporec.com/si/kaj-poceti/koledar-dogodkov/19379, (Accessed: 11.02.2020).

Truong, V.D. Hall, C.M. (2016). Corporate social marketing in tourism: to sleep or not to sleep with the enemy? Journal of Sustainable Tourism, 25(7). Special Issue: Marketing for Sustainable Tourism. Font X. McCabe S. (Guest Ed.), 884-902. DOI: https://doi.org/10.1080/09669582.2016.1201093

Turizmoteka. (2019). https://www.turizmoteka.hr/ekstra/interview/jelka-tepsic-zamjenica-gradonacelnika-grada-dubrovnika/, (Accessed: 4.02.2020).

UNESCO. (2016). World Heritage in Europe Today. Available at: https://whc.unesco.org/en/world-heritage-in-europe-today/, (Accessed: 11.02.2020).

UNESCO. (2020a). Convention Concerning the Protection of the World Cultural and Natural Heritage. Available at: https://whc.unesco.org/en/conventiontext/, (Accesed: 11.02.2020).

UNESCO. (2020b). https://whc.unesco.org/en/list/95, (Accessed: 24.01.2020).

UNESCO. (2020c). https://whc.unesco.org/en/soc/3727, (Accessed 6.02.2020).

UNESCO. (2020d). https://whc.unesco.org/en/list/809/, (Accessed: 11.02.2020).

Whitelaw, P.A. King, B.E. M. Tolkach, D. (2014). Protected areas, conservation and tourism – financing the sustainable dream. Journal of Sustainable Tourism, 22(4). Protected areas and sustainable tourism planning - preparing for global-local challenges, 584-603. DOI: https://doi.org/10.1080/09669582.2013.873445








Print ISSN: 1732-4254
Online ISSN: 2083-8298

Partnerzy platformy czasopism