The only research that included attitudes of cultural tourists towards creative tourism shows that 61% of Croatian cultural tourists have an interest in participating in creative activities.
Those that have such an interest are mostly interested in gastronomy workshops (24%), picking fruits/olives/herbs (23%) and archaeology (21%). A smaller number of tourists is interested in traditional dances/songs (17%) and traditional crafts (17%), arts workshops (13%) and Croatian language classes (11%) (Institute for Tourism, 2008a:4-5). Still, no further research on this topic has been made.
The fact that no further research on creative tourism has been done and that no public policy considers it important is even more striking knowing that this city, out of the all Croatian cities, has the optimal preconditions for its development: it is the center of Croatian cultural/creative industries (it is estimated that some 98% of film, music and advertising industry is concentrated in the capital) and there are no predominant forms of tourism that define it as a destination.
The recent research project ‘Zagreb as a cultural product’ had the aim of detecting those cultural/creative industries which had the greatest potential in profit making as well as those with the potential of creating the city's contemporary identity which could eventually have great effects on tourism development. Although the majority of Croatian cultural/creative industries are concentrated in Zagreb, the effects of their creative work is not used as a vehicle for identification and wider recognition of the city’s character.
The results of our research show that in the context of both branding as well as profit making, the most relevant cultural/creative industries or those with the greatest development potential are music, film, architecture, theatre, design and dance.
Some of them (especially architecture and design) have been internationally recognized with prestigious awards but they lack real industrial production. Again, what happened with the creativity in making and presenting the creative side of creative work?
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