Conclusion
Dubrovnik is a city which heavily relies on heritage tourism that has over time reached massive proportions in relation to the actual size and the number of inhabitants in the city.
On the other hand, in Zagreb the situation is completely different: as a nation's capital, it is a modern urban city, the biggest Croatian cultural centre as well as the biggest Croatian continental tourism destination, but still lagging behind European cities in terms of cultural/creative industries development. Both cities have the grounds for the development of creative tourism; one is overly developed tourism-wise, the other under developed.
One has a dominant, world-renowned identification as a tourist destination, while the other is still in the progress of finding its firm identity.
Creative tourism as a practice or even a concept is not really detectable in either case. In Dubrovnik, the very few creative tourism initiatives slowly emerge underneath dominant forms of mass tourism, including cultural and heritage tourism.
Dubrovnik is a well-known tourist destination and as such local economic development and overall urban development rely on income from tourism industry.
This has caused a widespread exploitation of cultural and natural resources which has been known to have a negative impact on local development.
Consequently, Dubrovnik, as a environment is not receptive to new forms of tourism.
In Zagreb, the role of cultural heritage is not as widely proclaimed or capitalized on.
Rather, the main cultural resources of Zagreb are cultural/creative industries. Still, they are not utilized for attracting or offering unique experiences to visitors, not because of their low potential but due to low levels of awareness on the role, possibilities, position and proven strength cultural/creative industries have in developing cultural brands of a city. When talking about the cultural industries, globalization has certainly given them great importance, which has influenced cultural planning in many countries/cities.
Additionally, developments in science and technology helped in the dissemination of the content that the cultural industries carry.
This has broadened the concept of innovation and creativity and consequently it should expand the scope of consumer niches it encompasses.
In this sense, creative tourism comes to light as a solution for both cities: a remedy for over-developed and under-developed forms of tourism as presented in the case studies.
When doing business with culture, which besides economic potential always carries a certain value, strategic orientation towards the visitor experience, entails particular challenges.
Economic ideology must not always be the major driver since culture requires extremely subtle management models. Creative tourism should provide a valuable experience for tourists and transfer unique values promoting local identities. Moreover, it can be asserted that creative tourism is a projection of new type of tourism in which natural, cultural and personal resources are not manipulated and exploited but valued and enriched.
Zagreb is a city that is on the rise: currently a capital of a Southeast European country, it faces the future as a European capital.
Its identity vehicle as well as recognizable brand will be those cultural resources that are valued and shared by a wider community.
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