Special interest tourism

Abstract

Tourism is included in the most dynamic and propulsive activities, with complex and multiple effects. It supplies tourism with strong driving force in wide range of activities and includes it more and more into priorities of economic development of numerous receptive countries and their particular parts.

Wealth, preservation and appeal of natural resources, large number of traditional agricultural households, gradual increase in domestic population living standard, as well as increasing interest of international market for performances of special interest tourism, make solid framework for development of this branch of tourism in Serbia, where required conditions exist. The development of other, accompanying activities is emphasized also in order to enrich the content that this particular branch of tourism has to offer.

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The intention of the authors in this paper is to, whit particular retrospective on conditions in Croatia and Serbia, answer to some developmental questions of tourism progress, depending on natural, economic and social facts, recognition of geographic aspects of terrain and determination by human factor in enhancing special interest tourism with all of it’s following content, through its’ work and activities.

Key words: special interest tourism, comparative analysis, market, accommodation capacities, education.

Introduction

Based on key factors of success analysis, apparent is that both destinations have relatively good potential for developmental and international commercialization of tourism product. The fact is, that this product is based on preserved natural resources, to the larges extent, which both countries are abundant with, which enables them to define, develop and supply international market with attractive product palette of special tourism services.

Natural and economic resources of special interest tourism in Istrian Regoin and Kolubara District

Istrian Region by its’ geographic and natural landmarks has significant advantage, amongst others, in development of special interest tourism. This is justified by numerous data that evidence Istrian precedence in degree of quality supply, as well as the visit, when it comes to tourism in general. To comprehend completely essential vantages for tourism development of special interest places, parallel review of basic characteristics of each region is given, Istrian Region and Kolubara District, that also disposes with numerous natural attributes and potential possibilities.

Additional assurance of special interest tourism prosperity on both locations, what can be seen from previous table is attractive relief that includes water areas, mountains, numerous gouges, caves and other.

Segments of product

Starting with a fact that special interest product is compounded of large number of market niches, the easiest way to segregate it is following:

1. Mild or “soft” activities that include camping, hiking, bike riding, rafting, 4×4 driving, in-nature activities, horse riding, fishing, etc. Some of these activities, for example animal chase are being largely commercialized in Istria and Serbia, while some are being included in maps and catalogues of specialized operators, more in Istria then in Kolubara District. It is good to keep in mind that particular niches of special interest products, can represent an included part of product group “Mountains and Lakes ” as additional activities while vacationing. Rich offer of activities represents a base for development of these products throughout the year, not only during high season.
2. Rough or “hard” activities, that refer to canoeing or kayaking down river streams, exploring canyons, caves, mountain biking, cross country skiing, alpinism, free climbing, paragliding, jeep safari and similar. All of these activities, can in long-term, be presented as independent product on the market, particularly because their organization and popularization need more investment in promotion, standard formation and similar.
3. Cultural resources activities, gastro interests, monastery tours, places of importance heritage tours, archeological journeys and similar.
4. Market – special interest products ought to be introduced to domestic market, as well as to foreign emissive markets of special interest like Germany, Great Britain, France, Netherlands, Italy etc.

Competitive strategy of special interest tourism development in Serbia

Taking into consideration complexity of the product, it is hard to determine unique developmental strategy. Each creative and professional destination, with its’ management on behalf, will determine its’ own competitive strategy. Regarding that Serbia is taking smaller steps in tourism supply and in its representation on foreign markets, in comparison to Istria, it must specially focus on these production segments which accompanied with reasonable prices and low costs make its’ biggest potential. On the other hand, Serbia must directly approach communication among it’s strategic benefits in special interest product, even more because of the fact that these products development and their international popularization do not require large financial investment. Although the special interest product is of mostly seasonal character, vast resource base provides Serbia with possibility of organizing activities in this domain, throughout the year.

Aiming for faster popularization of special interest product, needed is to stimulate development of destination management companies, who have programs for preparation and development of different product segments.

Special interest product are usually promoted by specialized brochures of foreign tour-operators, presentations on specialized fairs and especially by direct marketing and internet. To enhance international promotion of this product in Serbia, special internet platform should be established, connected to powerful international internet providers.

Accommodation facilities are essential and characteristic features of tourism area, which implies that their space and quality in significant part determine range of tourism circulation; their types, forms and quality directly affect types and forms of tourism and therefore tourism’s economy effects. In continental Istria possibilities of hotel, camp, private accommodation and family agricultural households prevail. In Kolubara District domestic country tourism is developed, which could contribute to tourism development of that particular part of Serbia in total, but it’s still being conducted slowly and poorly organized.

Models of development

Considering special interest product as mainly reposing on natural resources preservation, both in Istrian Region and Kolubara District, there is a big chance for this product to develop, define itself and offer itself to international market.

Special interest product can in medium term develop on low cost strategy, with small investments and reasonable prices, considering wealth of resources.

In medium and long term, Serbia must raise general competitiveness level in field of infrastructure development, particularly road accessibility, which open numerous opportunities for special interests products development, what characterizes majority of even vaguely developed tourist countries.

Besides, both regions have traditional and cultural heritage and conditions that facilitates them to attract tourist’s interest, what enables tourists to, while on vacation, use their leisure time to get to know the people and surroundings, where they temporarily reside in (to see the museums, galleries, special collections and similar). Cultural manifestations also have strong ability to attract tourists, supplying with enrichment of contents, higher value to an area or a place and enable higher cost budget. Naturally, high emphasis is put on distinguished conditions for rural tourism development in agro-tourism oasis of Istria and Kolubara.

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Global market potential of special interest product significantly overcomes possibilities of Serbia and Istria to develop and popularize this product, exceptionally in short and medium term. Therefore, intensifying global communication of this product by mediation with present global internet portals is of great importance. Simultaneously, creation of sales orientated internet portal and other common steps of advanced popularization with preceding unification of special interest product leading organizations.

Conclusion

Development and popularization of special interests do not require high investment. Therefore, the emphasis is on management of activities that are much less favored in Istrian Region and Kolubara District. Following this context, developmental model of this product should be based on following activities:

1. Location of coordination responsibility for development and popularization of special interest product, especially because of large number of small individual organizations activities (for example fishing and animal chase) lacking in joint effort for serious popularization, on behalf of the region or whole country.
2. Identification and creation of unique data base of activity organizations and special interest supply.
3. Creation of greatest world’s tour-operators data base in field of special interests.
4. Support and financial stimulation for private personae when forming new companies for destination management.
5. Additional regulation of activities description for these companies, that make the most important link in chain of product value.
6. Drawing initiative for general preservation and sustainable development of mountains, rivers and lakes, together with successive formation of infrastructure favorable for special interests development.
7. Program of incorporation of specialized and scientific workers and education of tourist guides for various cultural and scientific contents in field of this product.
8. Formation of special quality systems in field of special interest products.
9. Seminary organization by qualified companies in all tourism clusters.
10. Organization of special tours for those engaged in this field.
11. Support of specialized magazines and publication launching in this field.
12. Educational program for specialized guides
13. Consumer protection program and other competitiveness programs in general.

References

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This article represents a part of the Project no. 149007 D research results – Multifunctional Agriculture and Rural Development Aimed at EU Integration of Serbia, financed by the Serbian Ministry of Science and and project “Competitiveness and Comparative sustainable rural development of Istra and Kolubara region”, within the program of scientific-technical cooperation of R.Serbia and R.Croatia. Both projects are financed by the Ministry of Science and Technological Development of the Republic of Serbia.