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

Abstract

<jats:title>Abstract</jats:title><jats:p>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</jats:p>

Strategije Demarketinga U Upravljanju Turističkom Potražnjom: Studija Slučaja Kashan U Iranu

“…It is known that studies focusing on tourism demarketing have been limited (Beeton and Benfield, 2002;Olokesusi et al, 2019). The research about demarketing and tourism have focused on demarketing and sustainable development strategies in attractions such as national parks and preserved resources (see e.g., Beeton, 2003;Wearing and Archer, 2005;Armstrong and Kern, 2011;Whitelaw et al, 2014;Drugova, Kim and Jakus, 2020) or demarketing in destinations with cultural attractions (see e.g., Fullerton, McGettigan and Stephens, 2010;Krajnović, Raguž i Gortan-Carlin, 2020;Murzyn-Kupisz i Hołuj, 2020). predlaže korištenje demarketinga i 4P za sprječavanje čestih problema (razaranje, bacanje smeća, pretjerana potražnja) u nacionalnim parkovima.…”

“…Weiler et al (2018) postavili su okvir za dizajn predloženih strategija demarketinga u nacionalnim parkovima. Rezultati su pokazali da je mogućnost penjanja na planinu Wollumbin prihvatljiva strategija s gledišta trenutnih posjetitelja koja bi mogla biti učinkovita za ovu regiju u spoju s modificiranim besplatnim do- Soliman, 2010;Sadiki, 2012;Peeters et al, 2018;Krajnović, Raguž and Gortan-Carlin, 2020;Murzyn-Kupisz and Hołuj, 2020). suggested using demarketing and 4Ps to prevent common problems (destruction, littering, and overfull demand) in national parks.…”

“…Olokesusi et al (2019) in their study on investigating the demarketing literature in tourism showed that the most common logical reasons for demarketing in tourism are (1) preserving environmental integrity by regulating overfull demand through discouraging the visitors interested in visiting sensitive areas such as national parks, and (2) reducing socially unacceptable behaviors such as misbehaviors in destinations, higher preserving of natural resources. To discover the measurement criteria of the management system of cultural places in two tourist destinations in Croatia, a study by Krajnović, Raguž and Gortan-Carlin (2020) concluded that demarketing is an important sector of strategic management of both destinations. Drugova, Kim and Jakus (2020), studying 5 national parks of southern Utah, concluded that facing demand congestion, the management of these parks devised a new high-quality demarketing campaign to improve the visitor experience and to create visitor routes to alternative destinations.…”