The systematic adoption of the conventional mass tourism model by many geographical tourist destinations has undoubtedly contributed to their economic growth. However, it has also caused damage to the natural and social environment due to the high seasonality of the phenomenon and the uncontrolled accumulation of tourist activity. This damage which has contributed to the gradual degradation of the tourism product has led to the diversification of tourism demand and the search for a new tourism product based more on local and cultural values and directly related to the other sectors of economy. The search for the desired restructuring of the tourism product can be integrated into the territorial approach of development, which focuses on the competitiveness and attractiveness of a place through the construction and promotion of its territorial resources. This paper presents a functional framework through the example of Thessaly for the activation of unique tangible and intangible resources as goods and services, which can ensure distinctiveness in the final tourism product offered by a place. The functionality of this framework requires the existence of a central management coordination, flexible supporting infrastructures and initiatives, as well as the planning of innovative participatory and cultural tourist activities.

Kulturni turizam se smatra najbrže rastućim segmentom turističkog tržišta posebno evropskog. Kultura se sve više koristi u promotivnoj strategiji za privlačenje turista nudeći bogatu autentičnu turističku ponudu. Novi informatički i tržišni trendovi diktiraju i nove načine komunikacije između tržišta i ciljne grupe tako da, digitalni marketing omogućava direktniju i aktivniju interakciju između turista, turističkih proizvoda i destinacija. Cilj rada je da se prikaže odnos kulture, kulturnog nasleđa i razvoja turizma uz podršku savremenih marketinških komunikacija. Kultura kao društveno nasleđe određene grupe ljudi, zajednice ili društva poslednjih decenija snažno utiče na razvoj turizma u mnogim destinacijama, a novi informatički i tržišni trendovi diktiraju nove načine komunikacije između tržišta i ciljne grupe. Digitalni marketing pruža interaktivnost i nudi personalizovane usluge turistima. U radu je predstavljen primer projekta u razvoju, primer digitalne komunikacije sa informatički "povezanim" turistima, odnosno značaj korišćenje digitalnih medija kako bi se postigla konkurentska prednost i bolje pozicionirala kulturna ponuda Novog Sada na globalnom turističkom tržištu.

This whole process of harmonizing RES integration reveals the necessity of local community participation in planning: as managers and activators of territorial resources but also as sources for a "territorial" information system (territorial capital) through geo-visualization (Labussiere et Nadaï, 2014;Yingjie et al., 2015).The production, management and processing of territorial information for this system can be guaranteed through an interactive methodological chain (Lopez-Uroz, 2012). Participatory methods, with the use of public participation GIS-PPGIS & 3D representations in the fields of geo-informatics, can create an interactive environment for this purpose by activating the actors. In the context of these processes, the implementation of 3D-PPGIS methods functions as a common "language" of communication between researchers, residents and organisations, enhances dialogue and consensus between partners thus contributing to the co-production of territorial information, the spatialisation of resource functions and components of the resources a. b. c.

No abstract