03 BartoluciHendijaPetracic

Mato Bartoluci, Zvjezdana Hendija, Mateja Petrai: Mogunosti odrivog razvoja ruralnog turizma...
191
PREGLEDNI RAD REVIEW

UDK: 338.48-44(497.5-22)
JEL classification: L83, Q01
Mato BARTOLUCI *
Zvjezdana HENDIJA **
Mateja PETRAI ***
MOGUNOSTI ODRIVOG RAZVOJA RURALNOG TURIZMA

U KONTINETALNOJ HRVATSKOJ
POSSIBILITIES OF SUSTAINABLE DEVELOPMENT

OF RURAL TOURISM IN CONTINENTAL CROATIA
SAETAK: U radu se analiza postojee stanje ruralnog turizma u Hrvatskoj te se utvruju mogu-
nosti i smjernice njegova odriva razvoja. Istraivanje je pokazalo da ruralni turizam u Hrvatskoj zaostaje
za kupalino-odmorinim turizmom primorske Hrvatske, kao i da se nedovoljno koriste brojni i raznoliki
prirodni i drutveni resursi kojima kontinentalni dio Hrvatske obiluje. Dosadanji razvoj ruralnog turizma
u kontinentalnoj Hrvatskoj bio je uglavnom preputen individualnoj poduzetnikoj inicijativi i oskudnim
izvorima financiranja pa se stihijski razvila heterogena i usitnjena turistika ruralna ponuda temeljena na
razliitim vrstama i specifinim oblicima turizma. Budui da je rije o ekoloki ouvanom prostoru ije je
resurse potrebno sauvati i za budue generacije, u razvoju ruralnog turizma nuno se namee koncept odr-
ivog razvoja. Iz toga proizlazi temeljna hipoteza ovog rada da se dugoroni odrivi razvoj ruralnog turizma
u kontinentalnoj Hrvatskoj moe osigurati samo integriranom turistikom ponudom razliitih specifinih
oblika turizma.
KLJUNE RIJEI: odrivi razvoj ruralnog turizma, specifini oblici turizma, integrirana turistika
ponuda, kontinentalna Hrvatska
SUMMARY: The goal of this paper was to analyse the current status of rural tourism in Croatia and
to identify possibilities and guidelines of its sustanibale development. The research has shown that rural
tourism in Croatia falls behind the sun-and-beach holiday tourism in coastal Croatia and that numerous and
diverse natural and social resources in continental Croatia are insufficiently employed. Past research of rural
tourism in continental Croatia relied on individual entrepreneurial initiative and scarce funding resources,
so that consequently a heterogenous and fragmented rural tourism offer, based on various tourism forms
and special interest tourism types, has developed in an unorganised way. Since the area in question is eco-
logically preserved and its resources need to be protected for future generations, the issue of rural tourism
development unequivocally introduces the concept of sustainable development. From these results the basic
hypothesis of this paper is derived that long-term sustainable development of rural tourism in continental
Croatia may be provided only through integrated tourism offer of special interest tourism.
KEYWORDS: tourism, special interest tourism, integrated tourism offer, continental Croatia
*
Professor Mato Bartoluci, Ph.D., Faculty of Economics & Business, Trg J.F.Kennedyja 6, Zagreb, Croatia,
e-mail: mbartoluci@efzg.hr
**
Associate Professor Zvjezdana Hendija, Ph.D., Faculty of Economics & Business, Trg J.F.Kennedyja 6, Za-
greb, Croatia, e-mail: zhendija@efzg.hr
***
Mateja Petrai, MA, lecturer, Karlovac University of Applied Sciences, Trg J. J. Strossmayera 9, Karlovac,
Croatia, e-mail: mateja.petracic@vuka.hr
192 Acta Turistica, Vol 27 (2015), No 2, pp 191-219
1. UVOD 1. INTRODUCTION
Ruralni turizam u Hrvatskoj mogao bi Rural tourism in Croatia might have a

imati znatno veu ulogu od one koju tre- significantly more important role than the
nutno ostvaruje uzme li se u obzir veliina present one if the size of this area be taken
tog prostora. Prema podacima Ministarstva into account. According to the data of the
poljoprivrede (2008:7) ak je 92% teritorija Ministry of Agriculture (2008:7), as much
Republike Hrvatske ruralno podruje. Od as 92% of the territory of the Republic of
6.754 naselja u svim upanijama 92% naselja Croatia is rural. Of 6,754 places in all coun-
nema vie od 100.000 stanovnika to ukazu- ties, 92% have the population of less than
je na njihov preteno ruralni karakter (DZS- 100,000, which indicates their predomi-
SLJH, 2014:111). Za razliku od gradova i na- nantly rural character (CBS, 111). In con-
selja na obali i otocima, ruralna su podruja trast to towns and places on the coast and
poprilino rasprena u unutranjosti zemlje. on islands, rural areas are dispersed across
U Republici Hrvatskoj turizam je tradi- the mainland.
cionalno razvijen u njezinom primorskom Tourism is traditionally developed in
pojasu koji obuhvaa sedam upanija uz Ja- Croatian coastal area which stretches near
dransko more od ukupno 21 upanije i prem- the Adriatic Sea across seven out of the to-
da one zauzimaju manje od polovice uku- tal of 21 counties in Croatia. Although these
pnog teritorija (45%), u njima se ostvaruje seven counties stretch across less than a half
98% ukupnog turistikog prometa iskazanog (45%) of the total Croatian territory, 98%
brojem noenja (Bartoluci, Kesar i Hendi- of the total tourism revenue, expressed in
ja, 2014:1287). U primorskim upanijama overnights, is realised in them (Bartoluci,
uglavnom je razvijen kupalino-odmorini Kesar and Hendija, 2014:1287). In coastal
turizam sunca i mora fokusiran na ljetnu areas prevails the sun-and-beach holiday
turistiku sezonu. U kontinentalnom dijelu tourism, focused on summer tourism season.
Hrvatske ostvaruje se samo oko 2% ukupnog Only about 2% of the total tourism revenue
turistikog prometa u 13 upanija i Gradu is generated in continental Croatia, i.e. in 13
Zagrebu. Pod kontinentalnom Hrvatskom counties and in the City of Zagreb. Continen-
podrazumijevaju se one upanije koje nema- tal Croatia assumes the counties which do
ju izlaz na Jadransko more. not have the acces to the Adriatic sea.
Budui da je tema ovog rada analiza ru- Since the topic of this paper addresses the
ralnog turizma u Hrvatskoj, rad se prostorno analysis of rural tourism in Croatia, we have
fokusira na 13 kontinentalnih upanija koje focused on the 13 continental predominant-
su po svom karakteru preteno ruralne, jer ly rural counties, because the population in
veina njihovih naselja, osim upanijskih most places in them, apart from the counties
sredita, uglavnom nema vie od 100.000 sta- seats, does not exceed 100,000. The City of
novnika. Iz te je analize izuzet Grad Zagreb Zagreb was not included in this analysis due
zbog dominantno urbanog karaktera njegova to its predominantly urban character of tour-
turizma. Takoer nisu uzeta u obzir ruralna ism. Rural areas in the seven coastal counties
podruja u sedam primorskih upanija, i to were also not taken into account due to the
zbog drugaijeg karaktera turizma razvije- different type of tourism developed in coast-
nog u primorskim mjestima na obali i oto- al areas. This is the reason why rural tourism
cima, zbog ega i sam ruralni turizam u tim in coastal counties has completely different
upanijama ima potpuno drugaija obiljeja features from those of rural tourism in con-
u odnosu na ruralni turizam u kontinental- tinental Croatia. Demand is not the principal
Mato Bartoluci, Zvjezdana Hendija, Mateja Petrai: Mogunosti odrivog razvoja ruralnog turizma... 193
noj Hrvatskoj. U tim upanijama potranja limitation of development in coastal counties

nije glavno ogranienje razvoja kao to je as is the case with continental ones. Struc-
to sluaj u kontinentalnim upanijama, a u ture of tourists is dominated by internation-
strukturi posjetitelja dominiraju inozemni al visitors who stay in tourism destinations
turisti koji ostvaruju dulje boravke u turisti- longer. In other words, most results of past
kim destinacijama. Naime, kada se govori o research into the development of rural tour-
razvoju ruralnog turizma u kontinentalnoj ism in continental Croatia stress that this
Hrvatskoj, sva dosadanja istraivanja veine Croatian area has extraodinary natural and
autora istiu da je rije o prostoru izuzetnih social potentials that are insufficiently val-
prirodnih i drutvenih potencijala, ali nedo- ued in Croatian tourism (Petri, 1996; Rui,
voljno valoriziranom u hrvatskom turizmu 2009; Bartoluci, 2013; Bartoluci, Kesar and
(Petri, 2006; Rui, 2009; Bartoluci, 2013; Hendija, 2014; Bartoluci and Petrai, 2015).
Bartoluci, Kesar i Hendija, 2014; Bartoluci i
To interpret secondary data sources, gen-
Petrai, 2015).
eral scientific methods such as deduction
U radu su koritene ope znanstvene me- and analyses were used, whereas descriptive
tode dedukcije i analize za interpretaciju se- statistics was employed for the primary re-
kundarnih izvora podataka, a za provedeno search that had been conducted. Secondary
primarno istraivanje koritena je metoda data were collected from official statistical
deskriptivne statistike analize. Sekundarni reports, scientific and professional papers of
podaci prikupljani su iz slubenih statisti- Croatian and foreign authors, and from rele-
kih izvjetaja, znanstvenih i strunih lanaka vant Internet sites.
domaih i stranih autora te s relevantnih in-
ternetskih stranica. The main hypothesis of this research
was that long-term sustainable development
Glavna je hipoteza ovog istraivanja da of rural tourism in continental Croatia may
se dugoroni odrivi razvoj ruralnog turizma
be provided only through integrated tour-
u kontinentalnoj Hrvatskoj moe osigurati
ism offer of special interest tourism types.
samo integriranom turistikom ponudom ra-
To test this hypothesis, the primary research
zliitih specifinih oblika turizma. Hipoteza
had been conducted by means of a structured
je testirana provoenjem primarnog istrai-
on-line questionnaire. An e-mail was sent
vanja ispitivanjem pomou strukturiranog
on-line anketnog upitnika pozvanim e-ma- to prospective subjects and in it they were
ilom koji se popunjavao anonimno tijekom asked to anonymously participate in the
listopada 2015. godine. U istraivanju je questionnaire during October 2015. Due to
sudjelovao samo 31 ispitanik zbog relativ- a relatively low number of experts in Croatia
no malog broja strunjaka koji se u Hrvat- who focus on this subject area, only 31 sub-
skoj bave ovom problematikom, pri emu jects participated in the study. Most of them
su veina (58%) bili strunjaci u turizmu iz (58%) were experts in tourism who worked
znanstvenih i/ili obrazovnih ustanova, 26% in scientific and/or educational institutions,
iz turistikih zajednica, 7% iz sustava turi- 26% worked in tourist offices, 7% in the
stike ponude (turistikih agencija, hotela i tourism offer system (travel agencies, hotels
slinih pruatelja usluga u turizmu), 6% iz and the similar service renderers in tourism),
javne uprave, odnosno iz Ministarstva turiz- 6% in public administration, i.e. in the Min-
ma, ureda dravne uprave i sl. te 3% iz jav- istry of Tourism, government administration
nih ustanova kao to su uprave nacionalnih officies etc., and 3% in public institutions
parkova, kulturne ustanove itd. Premda je such as national parks headquarters, in-
strukturirani upitnik sadravao vie podsku- stitutions of culture and the like. Although
pina, za ovo istraivanje odabrane su samo the structured questionnaire contained sev-
tri najrelevantnije. Od ispitanika se trailo eral subgroups, only three were relevant for
da vrednuju pojedine elemente istraivanja this topic. The subjects were asked to mark
koristei Likertovu skalu u rasponu od pet the level of their agreement with any given
ocjena, pri emu je ocjena pet znaila visok statement on a five-point Likert-type scale
stupanj razvoja i veliku vanost za turizam, ranging from one (I completely disagree),
a ocjena jedan nizak stupanj razvoja turizma denoting small degree of tourism develop-
i nisku vanost za turizam, ovisno o sadra- ment and low importance level for tourism,
ju tvrdnje. Rezultati provedenog empirijskog to five (I completely agree), denoting high
istraivanja prezentiraju se u ovom radu u degree of tourism development and high
usporedbi s miljenjima i zakljucima nekih importance level for tourism. Results of the
drugih autora koji su prethodno istraivali conducted empirical research are presented
razvoj kontinentalnog turizma u svijetu i u in this paper both in comparison with opin-
Hrvatskoj, kao i u odnosu na slino istraiva- ions and conclusions of some other authors
nje autora Bartoluci, Kesar i Hendija prove- who have researched into the development
deno 2014. godine. of continental tourism both on the global
level and in Croatia, and against a similar
research conducted by Bartoluci, Kesar and
2. TEORIJSKI OKVIR Hendija in the year 2014.
Iako je ruralni turizam predmet mno-
gih rasprava u literaturi brojnih strunjaka 2. THEORETICAL BACKGROUND
diljem svijeta, vrsti konsenzus u definira-
nju njegova pojma jo uvijek nije postignut Although rural tourism is a subject mat-
(Pearce, 1989:21; Petri, 2006:140; Lebe i ter to many discussions in publications writ-
Milfelner, 2006:1137; Nair et al., 2015:314), ten by various experts all around the world,
a intenzivnije prouavanje ruralnog tu- a firm concensus on defining its concept has
rizma zapoinje relativno kasno (Gartner, not been reached yet (Pearce, 1989:21; Petri,
2004:151). Razlog tomu moe se potraiti i 2006:140; Lebe and Milfelner, 2006:1137;
u jako izraenim razliitostima samog ru- Nair et al., 2015:314). A more thorough in-
ralnog prostora koje proizlaze iz njegovih vestigation of rural tourism began relative-
klimatskih obiljeja, konfiguracije terena, ly late (Gartner, 2014:151). Reasons for this
geomorfolokih obiljeja te vegetacijskog might be sought, among other things, in
pokrova kao kljunih prirodnih initelja highly expressed varieties of a rural region
koji ga odreuju te brojnih specifinih dru- under consideration which are the result of its
tvenih obiljeja. Ako se analizira ruralni climatic characteristics, land configuration,
prostor samo u Hrvatskoj, uoavaju se vrlo geomorphological features and flora, i.e. in
velike razlike izmeu slavonskog dijela i its key natural factors, as well as in various
Gorskog kotara, Meimurja ili Hrvatskog specific social characteristics. If only the ru-
zagorja te Podravine i umberka i ostalih ral area in Croatia are analysed, compelling
ruralnih prostora u kontinentalnoj Hrvat- differences can be observed between, for ex-
skoj (Rui i Demonja, 2013:45), a u svije- ample, Slavonia on the one hand and Gorski
tu su te razlike jo jae izraene. Zbog toga Kotar on the other, between Meimurje and
istraivai diljem svijeta razvijaju definicije Hrvatsko Zagorje, or Podravina and um-
ruralnog turizma primjerene za njihove ru- berak, as well as among other rural areas
ralne prostore, a posebno su velike razlike u in continental Croatia (Rui and Demonja,
poimanju ruralnog turizma u visoko razvije- 2013:45). These differences are even more
nim zemljama te onima koje se tek poinju expressed around the world. Consequently,
gospodarski razvijati (Nair et al., 2015:318). researchers from all areas of the world try
Vrlo esto se u definiciji ruralnih podruja to formulate definitions of rural tourism that
primjenjuju statistiki kriteriji kao to su would be pertinent to the corresponding ru-

broj stanovnika ili gustoa naseljenosti ne- ral regions. Particularly big differences in
kog prostora. Ruralnim podrujem u Eu- conceptualising rural tourism are to be found
ropskoj uniji smatraju se sva ona podruja between highly developed countries and
u kojima je gustoa naseljenosti ispod 150 those which are at the onset of their econom-
stanovnika po kilometru kvadratnom (Sim- ic development (Nair et al., 2015:318). Sta-
kova, 2007:265). U istraivanju OECD-a iz tistical criteria are frequently used when at-
1994. godine navode se razlike u definiranju tempting to define rural areas, e.g. settlement
ruralnih podruja prema zemljama, gdje se size or population density. In the European
takvim prostorom u Danskoj i Norvekoj Union all regions in which population densi-
smatraju naselja koja imaju manje od 200 ty is below 150 persons per square kilometre
stanovnika, u Francuskoj su to pak naselja are regarded as rural (Simkova, 2007:265).
s manje od 2.000 stanovnika, u Austriji ona In the research conducted by OECD in 1994,
ispod 5.000 stanovnika, dok su u Indiji to differences in defining rural areas by country
naselja s manje od 10.000 stanovnika i sl. were specified, and in it rural areas in, for ex-
Na temelju provedene analize strunja- ample, Denmark and Norway are considered
ci OECD-a u definiranju pojma ruralnog to be those with agglomerations of fewer than
turizma istiu da se on odvija u ruralnom 200 inhabitants, in France towns containing
prostoru koji ukljuuje naselja s manje od agglomeration of fewer than 2,000 people,
10.000 stanovnika te da ga obiljeavaju bo- in Austria towns of fewer than 5,000 people,
ravak na otvorenom prostoru, u prirodi i u whereas in India this figure is below 10,000
inhabitants, etc. On the basis of the aforemen-
ruralnom ambijentu (OECD, 1994:51). Gar-
tioned analysis, when defining the concept of
tner (2004:154) takoer ukazuje na razliite
rural tourism, the OECDs experts pointed
kriterije u definiranju ruralnih podruja u
out that it takes place in rural areas that entail
SAD-u i Kanadi, gdje se ruralnim podru-
settlements with a population of fewer than
jem u SAD-u smatra ono s manje od 2.500
10,000 inhabitants and that are open-door and
stanovnika, dok su u Kanadi to neurbana nature-based environments, i.e. repositories
naselja s manje od 1.000 stanovnika uz gu- of the natural world and wild-life (OECD,
stou naseljenosti manju od 400 stanovnika 1994:51). Gartner (2004:154) also pointed to
po kvadratnom kilometru. Sve to ukazuje na different criteria in defining rural areas in the
ogromne razlike u definiranju ruralnih pod- USA and Canada in the USA a rural area is
ruja po zemljama, iz ega slijede i razliiti considered to be the one with settlements of
pristupi u definiranju samog pojma ruralnog fewer than 2,500 inhabitants, whereas in Can-
turizma. Stoga se u nastavku ovog poglav- ada rural areas are non-urban areas of fewer
lja iznose definicije nekih autora kako bi se than 1,000 inhabitants, the population density
ukazalo na razliite pristupe u definiranju being below 400 inhabitants per square kilo-
pojma ruralnog turizma. metre. All the aforementioned points to huge
Janet H. Momsen (u Jafari, 2000:514) differences in defining rural areas in various
definira ruralni turizam kao dio ukupne countries, which subsequently results in vari-
turistike ponude u kojem je selo glavni ous approaches to defining the actual concept
atribut privlanosti, koje posjeuje gradsko of rural tourism. Hence, definitions of rural
stanovnitvo zbog rekreacije na otvorenom tourism as formulated by various authors fol-
i uivanja u dokolici i miru, vie negoli low in further text in order to emphasise the
zbog povezanosti s prirodom. Navedena diversity of definitions of rural tourism.
definicija zapostavlja elemente ekoturiz- Janet H. Momsen (in Jafari, 2000:514)
ma, takoer prisutnog u ruralnim prosto- defines rural tourism as a part of the total
rima gdje su glavni motivi dolaska upravo tourism offer this offer uses countryside
posjeivanje i razgledanje zatienih dije- as its principal attribute of attraction, and

lova prirode. it is the countryside that is visited by urban
U definiranju pojma ruralnog turizma dwellers more frequently in order to search
Rui (2012:219) istie pojam ruralnog pro- for outdoor recreation and tranquility than
stora, odnosno njegova fizika i sociokultur- to be linked with nature. This definition ne-
na obiljeja pa je prema njemu to vrsta tu- glects elements of ecotourism that is also
rizma razvijena na prostoru izvan gradskih present in rural areas where motivation for
sredita za koje je karakteristino obilje visiting them is to be found in the wish to
prirodnih i drutvenih posebnosti, na kojem visit the natural protected areas.
ivi mali broj stanovnika s dominantnim When defining the concept of rural tour-
koritenjem zemljita za poljoprivrednu pro- ism, Rui (2012:219) emphasises the concept
izvodnju i na kojem su drutvena struktura of rural space, i.e. its physical and socio-cul-
i obiaji dijelom sauvani (Rui, 2012:217). tural features. Subsequently, he defines ru-
Isti autor nadalje navodi da je ruralni turi- ral tourism as a variety of special interest
zam aktivnost ili pokret kojim se ovjek ur- tourism that is developed outside towns, that
bane sredine vraa prirodi (Rui, 2009:17). is rich in natural and social particularities,
Prbstl-Haider, Melzer i Jircka (2014:216) that is inhabited by a small number of peo-
definiraju ruralni turizam kao vrstu turizma ple who cultivate the land predominantly for
u kojem se prikazuje seoski ivot, umjetnost agricultural puposes and whose social struc-
te prirodna i kulturna batina nekog ruralnog ture and customs have been partly preserved
podruja. (Rui, 2012:217). The same author further
says that rural tourism is an activity or a
Glavna je zamjerka ovim definicijama da
movement by means of which man leaves
su usmjerene samo na to da ruralni turizam
an urban environment and returns to nature
odreuje prostor sa svojim obiljejima, a za-
(Rui, 2009:17). Prbstl-Haider, Melzer and
nemaruju se trini kriteriji, odnosno potra-
Jircka (2014) defined rural tourism as a type
nja, kao i aspekti ponude, odnosno poduzet-
of tourism in which life in the countryside,
nici i svi ostali dionici koji sudjeluju u kreira-
art, as well as natural and cultural heritage
nju turistike ponude ruralnog turizma.
of a rural area are presented.
Prema Svjetskoj turistikoj organizaciji
The main objection to these definitions
etiri su kljuna elementa koji determiniraju is that they are directed solely towards the
ruralni turizam. To su prirodni ruralni resur- fact that rural tourism is distinguished by an
si (rijeke, jezera, planine, ume i dr.), ruralni area and its characteristics, simultaneously
nain ivota (obrti, lokalni dogaaji, gastro- refuting market criteria, i.e. demand, as well
nomija, tradicionalna glazba i sl.), ruralno as the aspects of offer, in other words, entre-
nasljee (tradicionalna arhitektura, povijest, preneurs and all other subjects participating
dvorci, crkve, sela i sl.) i ruralne aktivnosti in creating rural tourism offer.
(jahanje, lov, ribolov, pjeaenje, biciklizam,
vodeni sportovi i itav niz aktivnosti na otvo- According to UNWTO, there are four
renom) (UNWTO, 2004:13). key elements that determine rural tourism
these are: natural resources (rivers, lakes,
U Europskoj uniji objavljen je temeljni mountains, forests, etc.), rural way of life
dokument o ruralnom turizmu Integrirano (businesses, local events, gastronomy, tradi-
upravljanje kvalitetom ruralnih destinacija tional music, etc.), rural heritage (traditional
(European Commission, 2008:18). U tom architecture, history, castles, churches, vil-
dokumentu ruralne turistike destinacije su lages, etc.) and rural activities (horseback
podruja koja su kao takva posebno identi- riding, hunting, fishing, walking, biking,
ficirana i promovirana turistima koji ih po- water sports and the whole series of outdoor
sjeuju zbog uivanja u seoskom krajoliku i activities (UNWTO, 2013).
mogunosti provoenja raznih aktivnosti na A basic document under the title Towards
otvorenom. Quality Rural Tourism: Integrated Quality
Dernoi (1991:90) i Oppermann (1996:89) Management (IQM) of Rural Destinations
istiu da ruralni turizam obuhvaa niz aktiv- (European Commission, 2008:16) regarding
nosti koje se odvijaju izvan urbanih sredina rural tourism was published in the Europe-
u podrujima ije se stanovnitvo preteno an Union. In this document rural tourism
bavi poljoprivredom, a slino navodi i Bar- destinations are defined as areas which are
toluci (2013:452) istiui da je to vrsta turiz- separately identified and promoted to tour-
ma koja podrazumijeva povremeni boravak ists as places to visit, where enjoyment of the
countryside and countryside activities is a
turista u ruralnom podruju radi sudjelova-
primary motive.
nja u odreenim aktivnostima. Dio autora
fokusira se na aktivnosti koje se mogu od- Dernoi (1991:90) and Oppermann
vijati u ruralnom turizmu, pa Alexander i (1996:89) pointed out that rural tourism en-
McKenna (1994:205) navode ekoturizam, compasses a series of activities outside urban
pjeaenje, planinarenje, jahanje, avanturi- environments in areas whose residents are
zam te razne druge oblike sportsko-rekrea- predominantly farmers. Bartoluci (2013:452)
cijskog turizma, zdravstveni turizam, lov i presented similar results and emphasised
ribolov, obrazovni turizam, turizam usmje- that this type of tourism implies occasional
ren na umjetnost i batinu i sline podoblike stays of tourists in a rural area in order to
turizma. Cox, Murray i Kereluik (2004:21) participate in certain activities. Some au-
thors focused on activities that can be pur-
naglaavaju kako je rije o kulinarskom tu-
sued in rural tourism, so that Alexander and
rizmu usmjerenom primarno na hranu, pie
McKenna (1994:205) list ecotourism, walk-
i napitke u vinarijama, restoranima i slinim
ing, hiking, riding, advanture sports tourism,
objektima u ruralnom prostoru. Thomson
health tourism and other types of sports and
(2004:592) istie kako ruralni turizam aludi-
physical recreation tourism, hunting, fish-
ra na viedimenzionalni raspon tema i aktiv-
ing, educational tourism, arts and heritage
nosti vezanih uz lokalni poljoprivredni nain tourism and other similar types of tourism.
ivota koji turisti mogu susresti, a obuhva- Cox, Murray and Kereluik (2004:21) stressed
a razne sadraje boravka, od upoznavanja that the focus is on culinary tourism direct-
lokalnih prehrambenih proizvoda i metoda ed primarily on food and beverages in wine
kuhanja na farmama do aktivnosti vezanih cellars, restaurants and similar facilities in
uz kulturu, povijest i batinu lokalnog sta- rural areas. Thomson (2004:592) accentuat-
novnitva. Rui (2009:17) takoer navodi ed that rural tourism suggests a mulitifacet-
neke pojavne oblike ruralnog turizma i to: ed range of topics and activities connected
seoski (odnosno upoznavanje ivota na selu), with the local farmerlike lifestyle which en-
agroturizam (odmor na farmama ili seoskim compasses various activities ranging from
obiteljskim gospodarstvima), rezidencijal- tasting local foods and learning about local
ni turizam, zaviajni turizam, prouavanje cooking on farms to activities connected
biljnog i ivotinjskog svijeta, sportsko-re- with culture, history and heritage of local in-
kreacijski turizam (jahanje, planinarenje, habitants. Rui (2009:17) also listed some
etanje, biciklizam i sl. aktivnosti), avantu- types of tourism such as village tourism (i.e.
ristiki turizam, zdravstveni turizam, edu- learning about countryside lifestyle), agri-
kacijski turizam, kamping turizam, kulturni tourism (spending leisure time on farms or
turizam (manifestacije, dogaanja, festivale i family farms), residential tourism, homeland
sl.), vjerski turizam, lovni turizam, ribolovni tourism, studying flora and fauna, sports and
turizam, gastronomski turizam, enofilski tu- physical recreation tourism (horseback rid-
rizam, ekoturizam i dr. Iako se svaki navede- ing, hiking, walking, biking, etc.), adventure
ni oblik moe smatrati specifinim oblikom tourism, health tourism, educational tourism,
turizma, svi se oni mogu razvijati u okviru camping tourism, cultural tourism (festivals,
ruralnog prostora, to znai da se veu za events, etc.), religious tourism, hunting tour-
ruralni turizam. Sline oblike navodi i Jelin- ism, fishing tourism, gastronomy tourism,
i (2007:271), i to: seljaki, rezidencijalni, wine tourism, ecotourism, etc. Although each
zaviajni, zdravstveni, kulturni, gastronom- of these types of tourism may be regarded as
ski, vinski turizam i sl. U ruralnoj turistikoj a special interest tourism type, they can all be
destinaciji moe se razvijati vie specifinih developed within a rural area, which means
oblika turizma, a neki od njih moe biti vo- that they are associated with rural tour-
dei i prepoznatljiv, dok ostali mogu imati ism. Similar types are also listed by Jelini
dopunsku ulogu u ponudi (Bartoluci i Hendi- (2007:271) village tourism, residential
ja, 2013:201). elja za razvijanjem ruralnog tourism, homeland tourism, health tourism,
turizma prisutna je danas u gotovo svakom cultural tourism, gastronomy tourism, wine
ruralnom podruju diljem svijeta (Lebe i Mi- tourism, etc. There are several special inter-
lfelner, 2006:1138). est tourism that may be developed in a rural
tourist destination some of them might be
Dio autora fokusira se na aspekte po- leading types, and the other may be comple-
tranje u definiranju ruralnog turizma. Za mentary as regards their role in tourism offer
posjetitelja, prema Longu (1998:160), rural- (Bartoluci and Hendija, 2013:201). The wish
ni prostor predstavlja mjesto u kojem mu se to develop rural tourism may nowadays be
prua osjeaj sigurnosti, vrste vrijednosti, found in almost all rural areas all over the
boravak na otvorenom prostoru te uivanje world (Lebe and Milfelner, 2006:1138).
u prirodnim ljepotama, gdje ga se tretira
In their attempt to define rural tourism,
prijateljski i s potovanjem. Ruralni turizam
some authors have focused on an aspect of
nastoji posjetiteljima omoguiti personali- demand. As for visitors, according to Long
ziranu uslugu, to vie im pribliiti fizike (1998:160), rural areas are places in which
i ljudske aktivnosti ruralnog podruja te im visitors feel safe, they encounter firm val-
omoguiti sudjelovanje u aktivnostima i na- ues, they may spend time outdoors and enjoy
inu ivota lokalnog stanovnitva. Ponuda in natural attractions, they are treated in a
ruralnih destinacija treba predstavljati ui- friendly way and with respect. An attempt is
tak za duu (vrtovi s obiljem cvijea, ure- also made in rural tourism to provide guests
ene zelene povrine i sl.) (Lebe i Milfelner, with individually adapted services, help them
2006:1138). learn as much as possible about various activ-
U svijetu se predvia dinamian rast ities in rural areas and provide them with an
potranje za ruralnim turizmom. Iznimno opportunity to participate in these activities as
visoke stope rasta, izmeu 10 i 30%, pred- well as in the lifestyle of local people. The of-
viaju se za posjeivanje prirode, za kulturni fer in rural destinations should be a thrill for
i pustolovni turizam (Gartner, 2004:161), a the soul (gardens with many flowers, green
ti oblici turizma su sastavni elementi ponu- areas, etc.) (Lebe and Milfelner, 2006:1138).
de ruralnih destinacija. Uzroke dinaminog It is anticipated that at global level the
trenda rasta ruralnog turizma Long i Lane demand for rural tourism will dynamically
(2000:302) pripisuju osobinama svojstvenim increase. Exceptionally high growth rates be-
ruralnom okruenju, kao to je osobni kon- tween 10 and 30% are prognosticated for ac-
takt, autentinost, batina i individualizam tivities like visiting the nature, and for cultur-
koje sve snanije utjeu na rastuu urbanu al and adventure tourism (Gartner, 2004:161).
populaciju diljem svijeta. Osim toga, dina- These types of tourism create the offer in
minom rastu ruralnog turizma u svijetu rural destinations. Long and Lane (2000:302)
pogoduju sljedei initelji: vei broj kraih attributed the causes of the dynamic growth
putovanja tijekom godine, starenje stanov- of rural tourism to features of rural environ-
nitva, potreba za bijegom u prirodu zbog ments, such as personal contact, authenticity,
naina ivota u gradu, porast svijesti o nu- heritage and individualism that progressively
nom psihofizikom oporavku, rastua po- affect the increasing urban population all over
treba za boravkom u mirnom i oputajuem the world. Moreover, the following factors
ambijentu i brojni drugi initelji. Meutim, are beneficial for the dynamic growth of ru-
veina autora upozorava da je u ruralnom tural tourism in the world a greater number of
rizmu uglavnom rije o domaoj turistikoj shorter journeys throughout a year, ageing of
potranji (Gartner, 2004:152; Pesonen et al., worlds population, need to escape from urban
2011:38) i jednodnevnim posjetiteljima. areas and go to nature, increase of awareness
Ruralni se turizam moe definirati kao about necessary psychophysical recovery,
growing need to spend time in a peaceful and
turistika valorizacija agrarnih podruja,
relaxing environment, etc. However, most au-
prirodnih resursa, kulturnog nasljea, ru-
thors warn that rural tourism is mostly associ-
ralnih naselja, lokalnih tradicijskih obiaja
ated with domestic tourism demand (Gartner,
i proizvoda kroz posebno oblikovane turi-
2014:152; Pesonen et al., 2011:38) as well as
stike proizvode koji obiljeavaju identitet
with same-day visitors.
podruja i zadovoljavaju potrebe posjetitelja
u podruju smjetaja, usluga hrane i pia, re- Rural tourism may be defined as tour-
kreacije i aktivnosti, animacije i ostalih uslu- ism evaluation of agricultural areas, natural
ga s ciljem odrivog lokalnog razvoja (Barto- resources, cultural heritage, rural settle-
luci, 2013:190). U definiranju pojma ruralnog ments, local traditional customs and products
turizma dio autora fokusira se na turistiku through specifically fashioned tourism prod-
ponudu. U funkcionalnom smislu, ruralnim ucts that are representative of locality iden-
turistikim mjestom moe se smatrati ono u tity and that meet the demands of guests in
kojem dominiraju mala gospodarska podu- terms of accommodation, food and drinks,
zea, koje obiluje otvorenim prostorom i u recreation, animation and other services for
the purpose of local sustainable development
kojem posjetitelji mogu ostvariti izravni kon-
(Bartoluci, 2013:190). When defining the
takt s prirodom i tradicionalnom sredinom
concept of rural tourism some authors focus
(drutvom), ali gdje razvoj sporo napreduje
on tourism offer. Functionality-wise, a rural
uz pomo oskudnog lokalnog kapitala, a po-
tourist settlement is the one in which small
sjetiteljima se nude aktivnosti temeljene na
economic businesses dominate, that is rich in
lokalnim resursima (Lane, 1994:19). Rui
open-door environments and in which visitors
(2009:28) naglaava kako ruralni turizam
may be in direct contact with nature and tradi-
pokree niz gospodarskih i izvangospodar- tional community, in which visitors may par-
skih aktivnosti u ruralnoj sredini, kao to ticipate in activities based on local resources,
su: uzgoj prirodne i zdrave hrane, poljopri- but in which, progress develops slowly and
vredna proizvodnja, aktivan odnos prema is supported by scarce local capital (Lane,
prirodi (ukljuivanje turista u poljoprivrednu 1994:19). Rui (2009:28) underlines that
proizvodnju na obiteljskim poljoprivrednim rural tourism instigates a series of economic
gospodarstvima), povratak prirodnim vri- and extra-economic activities in a rural envi-
jednostima (boravak na otvorenom u neza- ronment, such as: growing natural and healthy
gaenoj prirodi) te ambijentalno doaravanje food, agricultural production, active attitude
seoskog ivota (arhitekture, vegetacije i fau- towards nature (participation of tourists in ag-
ne, tradicionalne kulture, nonje i sl). To je ricultural production on family farms), return
spoj malih poduzetnikih projekata koji su to natural values (spending time outdoors in
u lokalnom vlasnitvu i pod kontrolom lo- unpolluted nature) and environment portray-
kalne uprave (Bartoluci, 2013:452). Ruralni al of countryside lifestyle (architecture, flora
turizam se zamilja kao ista gospodarska and fauna, traditional cultures, folk costumes,
aktivnost koja ne oteuje okoli kao to ga etc.). This type of tourism is a combination
oteuju proizvodnja, rudarstvo, sjea uma, of small entrepreneurial projects which are
intenzivna agrarna proizvodnja i sl. (Barto- owned locally and which are under control
luci, 2013:190). Glavna je prednost ruralnog of local administration (Bartoluci, 2013:452).
turizma to se on povezuje s ekolokom odr- Rural tourism is considered a pure economic
ivou te s drutveno odgovornim razvo- activity which does not devastate the environ-
jem ostvaruje niz ekonomskih i drutvenih ment as do industry, mining, deforestation,
uinaka u lokalnoj zajednici u kojoj se takva intensive farming, etc. (Bartoluci, 2013:190).
vrsta turizma razvija. Premda su vrlo uolji- The main strength of rural tourism is that it is
vi pozitivni ekonomski uinci njegova razvo- associated with ecological sustainability and
ja, autori esto naglaavaju kako su kljune that together with socially responsible devel-
komponente ruralnog turizma kultura, bati- opment it generates a series of economic and
na i tradicija (George et al., 2009:36; Roberts social effects in a local community in which
i Hall, 2001:51). Tako primjerice Dwyer i su- it expands. Although positive economic ef-
radnici (2009:68) naglaavaju kako se uprav- fects of its development are evident, authors
ljanje ruralnim podrujem treba fokusirati regularly emphasise that the key components
na razvoj proizvoda temeljenog na osebujnoj of rural tourism are culture, heritage and tra-
kulturnoj i prirodnoj batini jer se samo na dition (George et al., 2009:36; Roberts and
taj nain mogu razlikovati od konkurencije. Hall, 2004:51). Thus, for example, Dwyer et
al. (2009:68) stress that rural area manage-
Osnovni problem ruralnih destinacija ment should concentrate on development of
je njihova usitnjena, atomizirana ponuda. products that is based on distinctive cultural
Umjesto da se privatni poduzetnici udrue u and natural heritage, because it is only in this
promociji turistike destinacije, oni iz straha way that such products can differ from those
od konkurencije nastupaju sami na turisti- of competition.
kom tritu i sami plasiraju svoje proizvode
The basic problem of rural destinations
i/ili usluge. Zbog toga je za razvoj ruralnog is their discrete, fragmented offer namely,
turizma izuzetno vano razvijati integrirani instead of pursuing a joined promotion of a
ruralni proizvod, investirati u obrazovanje tourism destination, for fear of competition
lokalnog stanovnitva i provesti zajedniki they venture alone onto the tourism market
marketing ruralnih podruja (Lebe i Milfel- and put their products and/or services on this
ner, 2006:1141). Naime, u ruralnim podru- market on their own. This is why it is very
jima stanovnitvo je u prosjeku nie obra- important for rural tourism to develop an in-
zovne razine negoli u urbanim. to je nii tegrated rural product, to invest in education
stupanj obrazovanja lokalnog stanovnitva of local inhabitants and to conduct mutual
(seoskog stanovnitva koje prua neke us- marketing of rural areas (Lebe and Milfel-
luge ili prodaje svoje autohtone proizvode i ner, 2006:1141). In other words, population in
rukotvorine turistima), to je vei njihov strah rural areas has on average a lower education
od konkurencije. level than in urban environments. The lower
Iz navedenog pregleda moe se uoiti the education level of local people (people
kako se autori fokusiraju na istraivanja ra- residing in villages and rendering certain
zliitih obiljeja ruralnog turizma. Meutim, services or selling their own autochthonous
vrlo je malo radova prisutno u literaturi iz products and folk handicrafts to tourists), the
marketinga u kojima bi se razmatrale mo- greater is their fear of competition.
gunosti predstavljanja turistike ponude ru- The aforementioned survey shows that
ralnih podruja potencijalnim potroaima the authors have focused on research into
(Gartner, 2004:154). Danas to postaje tim various characteristics of rural tourism.
vanije to je na tritu izraena sve otri- However, few marketing-related papers can
ja konkurencije izmeu ruralnih turistikih be found that analyse possibilities to present
destinacija jer ponuda najee premauje tourism offer of rural areas to prospective
potranju. consumers (Gartner, 2004:154). It has nowa-
Prednosti u poticanju razvoja ruralnog days become even more important as compe-
turizma su u tome to unaprjeuje lokalnu tition among rural tourism destinations be-
ekonomiju, kreira nova radna mjesta, jaa comes intense, so that subsequently the offer
regionalni identitet te osigurava financira- frequently exceeds demand.
nje infrastrukture (Prbstl-Haider, Melzer i Encouraging the development of rural
Jiricka, 2014:216). Razvoj ruralnog turizma tourism produces advantages in that local
pridonosi smanjivanju razlika u razvijenosti economics is improved, new jobs are created,
izmeu visoko razvijenih urbanih i slabije regional identity is established and financing
razvijenih ruralnih podruja, posebno onih of infrastructure is provided (Prbstl-Haider,
u rubnim prostorima (Prbstl-Haider, Mel- Melzer and Jiricka, 2014:216). The develop-
zer i Jiricka, 2014:217). Meutim, da bi se u ment of rural tourism contributes to decreas-
potpunosti osigurali pozitivni uinci razvoja ing the differences between highly and poor-
ruralnog turizma u nekom podruju, potreb- ly developed rural areas, particularly those
no je osigurati odgovarajue upravljanje tim in peripheral areas (Prbstl-Haider, Melzer
prostorom, emu se, naalost, ne posveuje and Jiricka, 2014:217). However, to be sure
dovoljna panja, ni u literaturi ni u praksi. Na to provide positive effects of rural tourism
to posebno upozoravaju autori Prbstl-Hai- development in a particular area, appropriate
der, Melzer i Jiricka (2014:217), unato management of this area must be arranged.
jasno izraenoj potrebi za upravljanje de- Unfortunately, not enough attention is paid
stinacijama, odnosno ruralnim podruji- to this matter either in literature or in prac-
ma, o tome postoji vrlo malo istraivanja. tice, which is expressly emphasised by Prb-
stl-Haider, Melzer and Jiricka (2014:217),
Haven-Tang i Jones (2012:31) utvrdili su da
despite a clearly expressed need to manage
se ruralni turizam esto razvija na razliite
destinations, i.e. rural area, scarce research
naine i stihijski, a vrlo rijetko temeljeno
into this subject matter exists. Haven-Tang
na nekom razvojnom dokumentu, kao to
and Jones (2012:31) have found that rural
je npr. strategija razvoja ruralnog turizma.
tourism often develops disconnectedly and
Takva situacija izravna je posljedica niske
in various ways, and that it is rarely based
razine svijesti malih lokalnih poduzetnika i
on a development-related document, such as
ostalih dionika u destinaciji o potrebi razvi-
a strategy of rural tourism development. This
janja primjene koherentne lokalne razvojne is a direct consequence of low level of aware-
politike koja bi pozitivno iskoristila sve atri- ness of small local entrepreneurs and other
bute odredita kreirajui ga kao konkuren- participants in a destination of the need to
tno i odrivo odredite iji se razvoj temelji develop and apply a coherent local develop-
na odrivosti lokalne prirode, kvalitetnom ment policy that would employ all attributes
krajoliku, umjetnosti, obrtu, hrani, obrtima, of a destination in a positive way by making
piu i tradicionalnim vjetinama i dr. to je u it a competitive and sustainable destination
nekoj ruralnoj sredini vie ukljuenih dioni- whose development is based on sustainabil-
ka u razvoj ruralnog turizma, to se ostvaruju ity of local natural environment, beautiful
bolji uinci tog razvoja (Prbstl-Haider, Mel- landscape, arts, local businesses, food, bev-
zer i Jiricka, 2014:218). erages, traditional skills, etc. The greater the
Zbog izrazitog multi i interdisciplinar- numbers of participants in the development
nog karaktera turizma u ruralnim podruji- of rural tourism in a particular rural envi-
ma, vie negoli u svim drugim vrstama tu- ronment the better the effects of this devel-
rizma, u ruralnom turizmu treba primijeniti opment (Prbstl-Haider, Melzer and Jiricka,
holistiki pristup u upravljanju razvojem te 2014:218).
treba kreirati integrirani turistiki proizvod Due to an outstandingly multifaceted and
cijele ire regije jer samo takav razvojni kon- interdisciplinary character of tourism in rural
cept ima perspektivu budueg razvoja (Lebe areas, more multifaceted and of a more ex-
i Milfelner, 2006:1144). Naravno, taj razvoj pressed interdisciplinary character than in all
treba biti dugorono odriv. Odrivi razvoj other tourism forms and types, a holistic ap-
ruralnog turizma je proces koji omoguuje proach to development management should be
njegov rast i razvoj bez oteivanja i iscr- applied, and an integrated tourism product of
pljivanja onih faktora na kojima se temelji, a whole broad area should be created. Name-
a to su prije svega, zdrava klima, nezagaeni ly, it is only this type of a developmental con-
zrak, tlo i voda, odsutnost buke, odsutnost cept that has the opportunity of future devel-
potencijalnih opasnosti od elementarnih ne- opment (Lebe and Milfelner, 2006:1144). Nat-
pogoda, ouvana priroda, ouvano graditelj- urally, this development should be sustainable
sko nasljee, ouvane socio-kulturne znaaj- on a long-term basis. Sustainable development
ke, slikoviti krajobraz i mogunost slobod- of rural tourism is a process which enables its
nog kretanja turista (Kuen, 2006:169). growth and development without devastat-
Problem upravljanja ruralnim turistikim ing and exploiting the factors on which it is
destinacijama proizlazi iz injenice da su basedbefore all healthy climate; unpolluted
svi koncepti upravljanja turistikim destina- air, soil and water; absence of noise; absence
cijama kreirani za tradicionalne destinacije of potential dangers from bad weather; pre-
sunca i mora i velike gradove koje biljee served nature; preserved architectural heri-
velik broj posjetitelja, to nije sluaj s rural- tage; preserved socio-cultural characteristics;
nim destinacijama u kojima je i struktura picturesque landscape; opportunity of moving
posjetitelja drugaija zbog prevladavajueg freely (Kuen, 2005:169).
udjela domaih posjetitelja i izletnika. Na- The problem of managing rural tourism
ime, ruralne turistike destinacije znatno destinations is derived from the fact that all
su kompleksnije od tradicionalnih kupali- concepts of tourism destination management
no-odmorinih i gradskih turistikih desti- have been created for traditional sun-and-
nacija jer obuhvaaju razne, vrlo usitnjene sea destinations, as well as for big cities
aspekte ponude. Na taj problem upozorili su that have registered a great number of vis-
i neki drugi autori (Petri, 2006:140). Kljuni itors, which is not the case with rural des-
problem koji se pri tome javlja je da u kreira- tinations in which the structure of guests is
nju te ponude sudjeluje u naelu slabije obra- different due to the prevailing share of do-
zovano stanovnitvo ispodprosjenog stupnja mestic tourists and one-day visitors. Rural
obrazovanja (Lebe i Milfelner, 2006:1140) i tourism destinations are notably more com-
da esto nedostaje adekvatna potpora javnog plex than traditional sun-and-beach holiday
sektora tom razvoju, posebno na razini turi- and urban tourism destinations because they
stikih destinacija. Naime, veina lokalnih encompass different fragmented aspects of
vlasti u ruralnim podrujima ima ograniena offer. Some other authors have also warned
about this problem (Petri, 2006:140). The
financijska sredstva i nedostatak osoblja za
key problem emerging from the aforemen-
upravljanje turizmom (Jelini, 2007:287).
tioned is that, on the one hand, in principle
Zakljuno se mogu izdvojiti sljedea obi- less educated people of an underaverage ed-
ljeja turistike ponude ruralnih destinaci- ucation level participate in creating the offer
ja: ine je mala rasprena poduzea koja bi (Lebe and Milfelner, 2006:1140), and on the
trebala koristiti zajedniki marketing i me- other, that this development lacks appropri-
usobno suraivati, ine je brojne male op- ate support of the public sector, particularly
ine koje bi trebale meusobno suraivati u on the level of tourism destinationsnamely,

kreiranju integrirane turistike ponude, to most rural local authorities possess limited
se ne ostvaruje. U ponudi dominiraju mala funds and lack personnel necessary for tour-
obiteljska poduzea koja pruaju osobnu ism management (Jelini, 2007:287).
dobrodolicu posjetiteljima, ali vrlo esto Ultimately, the following features of tour-
nude nedosljedne i nestandardizirane uslu- ism offer of rural destinations may be distin-
ge. Uoljiv je nedostatak identiteta veine guished: it consists of small dispersed busi-
ruralnih turistikih destinacija; znaajan je nesses that should co-operate and make use of
prostor za podravanje tradicionalne ekono- collective marketing; it consists of small mu-
mije pruanjem usluga smjetaja na seoskim nicipalities that should co-operate to create
obiteljskim gospodarstvima i za proizvodnju an integrated tourism offer, which is not the
lokalnih autohtonih proizvoda i sl. case. Offer is dominated by small family en-
U ruralnom turizmu teko se odrava terprises that personally welcome visitors and
ravnotea izmeu elje da ruralna destinacija while doing so they frequently offer inconsis-
postane to popularnija (da privue to vei tent and non-standardised services. Most ru-
broj posjetitelja) i elje da se istovremeno ral destinations lack identity; accommodation
sauvaju izvorna prirodna obiljeja prostora at family farms offers possibilities to support
(Lebe i Milfelner, 2006:1138). U kontinen- traditional economy, as well as to manufac-
talnoj Hrvatskoj prihvatljiva su stajalita au- ture local autochthonous products, etc.
tora da je ruralni turizam kao vrsta turizma It is difficult to keep the balance between
aktivnost ili pak pokret, kojim se ovjek ur- the wish for rural destinations to become as
bane sredine vraa prirodi (Rui, 2009:17). popular as possible (to attract as many visitors
U zemljama Europske unije ruralni tu- as possible) and the wish to preserve original
rizam kao posebna vrsta turizma ima va- natural attarctions of an environment (Lebe
nu gospodarsku ulogu primjerice u Austriji, and Milfelner, 2006:1138). As for continental
Sloveniji i Maarskoj, koje su turistiki va- Croatia, the conceptualisation is acceptable
lorizirale svoje prirodne, kulturne i druge that rural tourism is an activity or a movement
resurse i od razliitih oblika ruralnog tu- by which people from urban environments re-
rizma ostvaruju visoke ekonomske uinke turn to nature (Rui, 2009:17).
(Horwath Consulting, 2009:27). Za razliku In the European Union countries rural tour-
od tih zemalja, u Hrvatskoj je ta vrsta tu- ism, as a special interest tourism variety, has
rizma jo uvijek slabo razvijena, posebno u an important economic role, for example, in
kontinentalnom dijelu Hrvatske koji obiluje Austria, Slovenia and Hungary that have eval-
prirodnim i drutvenim resursima koji bi uated in terms of tourism their natural, cultur-
mogli postati uporite razvoja ruralnog tu- al and other resources and which realise great
rizma u zelenoj Hrvatskoj. economic effects from rural tourism (Horwath
Consulting, 2009:27). In contrast to these coun-
tries, this type of tourism is still poorly devel-
oped in Croatia, particularly in continental Cro-
atia that is rich in natural and social resources
which could become the basis of rural tourism
development in green Croatia.
3. ANALIZA STANJA RURALNOG 3. ANALYSIS OF RURAL TOURISM

TURIZMA U KONTINETALNOJ IN CONTINENTAL CROATIA
HRVATSKOJ
Rural tourism has developed in Croatia
U Hrvatskoj se ruralni turizam razvija u in the last fifteen years. According to the re-
posljednjih petnaestak godina, a prema istra- search by the Croatian Chamber of Econo-
ivanju Hrvatske gospodarske komore iz my (CCE) in the year 2008, rural tourism is
2008. godine najrazvijeniji ruralni turizam developed the most in Istria, Osijek-Baranja
imaju Istarska, Osjeko-baranjska i Dubro- and Dubrovnik-Neretva County (Miin and
vako-neretvanska upanija (Miin i Ma- Maer, 2008), which confirms the earlier
er, 2008:8), to potvruje ranije iznesenu claim that rural tourism is poorly developed
konstataciju da je ruralni turizam kontinen- in continental Croatia, with an exception of
talne Hrvatske slabo razvijen, uz izuzetak one county. The growth of this special interest
jedne upanije. Rast te vrste turizma potie tourism variety is encouraged through tour-
se mjerama turistike politike, Ministarstva ism policy measures, by the Ministry of Tour-
turizma, Ministarstva poljoprivrede, Hrvat- ism, the Ministry of Agriculture, the Croatian
ske gospodarske komore (HGK) uz podrku Chamber of Economy and it is supported by
Hrvatske banke za obnovu i razvitak. Meu- the Croatian Bank for Reconstruction and
tim, jo ima mnogo prostora za razvoj te vr- Development. However, a wide range for the
ste turizma, osobito nakon ulaska Republike development of this type of special interest
Hrvatske u Europsku uniju 1. srpnja 2013. tourism variety still remains, particularly af-
godine. ter the accession of the Republic of Croatia to
the European Union on 1 July 2013.
Najrazvijeniji oblik ruralnog turizma u
Hrvatskoj je seoski turizam. On podrazu- In rural tourism in Croatia village tour-
mijeva privremeni boravak u seoskoj sre- ism is the most developed type of tourism.
dini koji posjetiteljima, osim istog zraka It implies an occasional stay in a rural area
i prirodnog ambijenta, prua razliite mo- which offers to visitors, apart from clean air
gunosti aktivnog sudjelovanja u ivotu i and natural environment, various opportuni-
ties of active participation in life and work
radu na seoskom obiteljskom gospodarstvu,
on a family farm, participation in various ag-
sudjelovanje u raznim poljoprivrednim sve-
ricultural festivals and other events (Kesar,
anostima i drugim manifestacijama (Kesar,
2011). Development of rural tourism in Cro-
2011). Razvoj seoskog turizma u Hrvatskoj
atia started in the year 1998, when only 32
zapoeo je 1998. kada su bila registrirana
family farms were registered. Since then the
tek 32 obiteljska poljoprivredna gospodar-
number of family farms in Croatia has con-
stva (OPG-a). Od tada do danas broj OPG-a
tinuously increased and has amounted to 688
u Hrvatskoj kontinuirano raste i 2015. godi- households, particularly in Istrias mainland,
ne registrirano je 688 seoskih kuanstava, in Osijek-Baranja County and elsewhere (Kl-
posebno u unutranjosti Istre te Osjeko-ba- jai ebrek, Birki and Petrai, 2013:263;
ranjskoj upaniji (Kljai ebrek, Birki i Bartoluci and Petrai, 2015:1045), and the
Petrai, 2013:263; Bartoluci i Petrai, Croatian Chamber of Economy specifies that
2015:1045), a Hrvatska gospodarska komora there are more than 160,000 registered fam-
(HGK) navodi podatak kako je u Hrvatskoj ily farms in Croatia (HGK, MR RH, 2015).
vie od 160.000 upisanih poljoprivrednih
Official statistical data show that only
gospodarstava (HGK, MT RH, 2015:5).
0.04% (26,000 overnights compared to 66.5
Slubeni statistiki podaci pokazuju da je million of all overnights in Croatia in 2014)
u Hrvatskoj ukupno u seljakim kuanstvi- were realised in rural households, and that
ma ostvareno svega 0,04% noenja (26.000 310 rooms, i.e. 0.06% of commercial accom-
noenja u odnosu na 66,5 milijuna svih no- modation capacity in Croatia, comprised
enja u Hrvatskoj 2014. godine) te da se u the offer in this type of accommodation
toj vrsti smjetaja nudilo 310 soba odnosno (DZS, 2015:12). Judging only on the basis
0,06% komercijalne smjetajne ponude u of these data, a conclusion could be drawn
Hrvatskoj (DZS, 2015:12). Kada bi se anali- that rural tourism is completely undevel-
zirali samo ti podaci, moglo bi se zakljuiti oped in Croatia, which, however, is not true.
kako je ruralni turizam potpuno nerazvijen Available research shows, for example, that
u Hrvatskoj, to ipak nije tono. Istraiva- about 160,000 of Croatian citizens visit wine
nja, primjerice, pokazuju da oko 160.000 roads, and of this number as many as 61%
graana Hrvatske posjeuje vinske ceste, pri buy local wine and 63% local dietary prod-
emu ih 61% kupuje lokalna vina, a 63% lo- ucts (Croatian Tourism Development Strate-
kalne prehrambene proizvode (Strategija ra- gy until 2020, 2013:36). However, it should
zvoja turizma u Hrvatskoj do 2020. godine, be warned that this development does not
2013:36). Meutim, valja upozoriti da se taj progress proportionately in all areas in Cro-
razvoj ne odvija podjednako ravnomjerno u atia. A conclusion could hence be drawn that
svim podrujima u Hrvatskoj. Moe se za- this type of tourism has been insufficiently
kljuiti da je ova vrsta turizma nedovoljno valued in terms of tourism both due to in-
turistiki valorizirana i zbog nedostatnog sufficient systematic approach to this subject
sustavnog pristupa i poticaja njegova razvo- matter and due to insufficient systematic
ja. Odreeni napredak uinjen je tek 2015. encouragement to its development. Certain
progress was made in the year 2015 when
godine kada je Hrvatska gospodarska komo-
Croatian Chamber of Economy together with
ra u suradnji s Ministarstvom turizma RH
the Ministry of Tourism of the Republic of
izdala prvi nacionalni katalog Ruralni tu-
Croatia has published, in two languages
rizam Hrvatske (HGK, MT RH, 2015) gdje
Croatian and English, the first national cat-
su popisane sve vrste objekata u kojima se
alogue Rural Tourism in Croatia (HGK, MT
mogu pruati usluge posjetiteljima na rural-
RH, 2015) in which all facilities in which
nom prostoru u Hrvatskoj, a katalog je pi- various services rendering to visitors in rural
san na hrvatskom i engleskom jeziku. Osim Croatia have been listed. Apart from regis-
provedene inventarizacije bogate i raznovr- tering the rich and diverse rural offer of all
sne ruralne ponude svih pruatelja usluga i service renderers and of all manufacturers
proizvoaa raznih autohtonih proizvoda, u of various autochthonous products, special
katalogu se posebna pozornost posveuje i attention in the catalogue has been paid to
drugim specifinim oblicima turizma koji se other special interest tourism types devel-
razvijaju u sklopu ruralnog turizma pa se po- oping within rural tourism, ecotourism and
sebno istiu ekoturizam i kulturni turizam. cultural tourism in particular. We quote the
Prema katalogu citira se sljedee: Stvara- following piece of text from this catalogue:
nje kulturnih turistikih proizvoda koji se The creation of cultural tourism products
dobro uklapaju u ukupnu turistiku ponudu that fit in well in the overall scope of rural
ruralnog turizma obnovljenim tradicijskim tourism can be considered good indicators
gospodarstvima, turistikim uslugama u se- for the development of continental tourism
ljakim domainstvima i uivanjem u kul- and tourism in general. Such products in-
turnom krajoliku, gastronomiji i obiajima, clude renewing traditional farms, tourism
razgledavanjem kulturnih dobara dvoraca, services in rural households and enjoyment
samostana, sakralne batine, muzeja i raznih in the cultural landscape, cuisine and cus-
tematskih zbirki, povijesnih, arheolokih i toms, sightseeing cultural structures, such as
memorijalnih lokaliteta, posjetom kultur- castles, monasteries, sacral heritage, muse-
nim manifestacijama i festivalima tijekom ums and other thematic collections, histori-
cijele godine, moe se smatrati dobrim po- cal, archaeological and memorial sites, visits
kazateljem za razvoj kontinentalnog turizma to cultural events and festivals throughout the
i turizma uope. Glavna prednost tog Ka- year. The main advantage of this catalogue is
taloga je da objedinjeno predstavlja ukupnu that the complete offer in rural Croatia is pre-
ponudu na ruralnom prostoru Hrvatske koja sented in one place. Without such an integrat-
bez takvog integralnog pristupa nema mo- ed approach, no access both to domestic and
gunosti prodora na domae, a posebice ne particularly to choosy foreign market is possi-
na izbirljivo strano trite. Nedvojbeno je da ble. Such a national catalogue containing ru-
je upravo izrada jedinstvenog nacionalnog ral tourism offer is undoubtedly one of the key
kataloga ruralne turistike ponude jedan elements for the development of rural tourism
od kljunih elementa u razvijanju ruralnog in Croatia, and it could be the basis for the
turizma Hrvatske, to moe biti uporite u creation of an integrated national rural tour-
kreiranju jedinstvene nacionalne turistike ism policy which would combine all aspects
of offer and subsequently create integrated
ruralne politike kojom bi se objedinili svi as-
products by connecting various special inter-
pekti ponude i formirali integrirani proizvo-
est tourism types offered in particular tourism
di povezujui razne vrste i specifine oblike destinations. It is only on the basis of such a
turizma koji se pruaju u nekim turistikim proposition that sustainable development of
destinacijama jer se jedino na takvoj premisi rural tourism in Croatia could be realised on a
moe ostvariti dugorono odriv razvoj ru- long-term basis.
ralnog turizma u zemlji.
Rural tourism can be an important fac-
Ruralni turizam moe biti vaan im- tor in activation and sustainable development
benik u aktivaciji i odrivom razvoju ru- of rural areas (Pea, Jamilena and Molina,
ralnih podruja (Pea, Jamilena i Molina, 2014:1045) a factor that would help preserve
2012:1045) koji pomae ouvanju lokalnog local identity, tradition and customs; that
identiteta, tradicije i obiaja, titi okoli, jaa would help protect the environment; develop
autohtonu, tradicijsku i ekoloku proizvod- autochthonous, traditional as well as ecologi-
nju te pomae razvoju ruralnih krajeva na cal manufacture; and that would help develop
osnovi odrivoga razvoja (HGK, MT RH, rural areas on the basis of sustainable devel-
2015:3). U projektima ruralnog razvoja tre- opment (HGK, MT RH, 2015:3). Tourism
balo bi objediniti turizam i proizvodnju hra- and food production should be combined in
ne ime bi se ubrzao razvoj ruralnog turizma rural development projects to accelerate both
ali i poljoprivrede, to moe generirati do- rural tourism development and agriculture,
datne ekonomske uinke (Sria, 2010:238). which might generate additional economic
Nuno je razvijati one oblike ruralnog turiz- effects (Sria, 2010:238). It is necessary to de-
ma koji najmanje degradiraju okoli i kultur- velop those rural tourism types that destroy
no povijesnu batinu, a mogu biti ekonomski environment and cultural as well as histori-
odrivi. U kontinentalnom dijelu Hrvatske cal heritage to the least possible extent, and
that can be economically sustainable. As for
to mogu biti: seoski turizam, gastronomski
continental Croatia, the following special
i enofilski, kulturni, vjerski, sportsko-rekre-
interest tourism types could serve this pur-
acijski, zdravstveni, ekoturizam i dr. (Bar-
pose: village tourism, gastronomic tourism,
toluci i Hendija, 2014:12). Dugoroni razvoj enotourism, cultural tourism, religious tour-
ruralnog turizma u Hrvatskoj treba se teme- ism, sports and physical recreation tourism,
ljiti na naelima odrivosti: naelu ekoloke health tourism, ecotourism, etc. (Bartoluci
odrivosti, sociokulturne i ekonomske odr- and Hendija, 2014:12). Long-term develop-
ivosti. Primjena tih naela osobito je va- ment of rural tourism in Croatia should be
na u ruralnom turizmu koji bi trebao postati based on sustainability principlesprinciples
pokreta turistikog razvoja kontinentalne of ecological, socio-cultural and economic
Hrvatske. Usklaenim djelovanjem naela sustainability. Application of these principles
odrivosti u ruralnom turizmu moe se osi- is particularly important in rural tourism that
gurati dugoroni razvoj turizma kontinental- should become a prime mover of tourism de-
nog dijela Hrvatske koji svoj identitet gradi velopment in continental Croatia. Co-ordinat-
na kumulativnim atrakcijama prirodnih, so- ed effectuation of sustainability principles in
ciokulturnih i ekonomskih resursa. rural tourism could ensure long-term develop-
ment of continental Croatias tourism which
Turistika seljaka gospodarstva nalaze
creates its identity on cumulative natural, so-
se u kategoriji subjekata hrvatskog gospo-
cio-cultural and economic resources.
darstva iji se status i razvoj reguliraju pro-
pisima te prate i potiu mjerama dravne Tourism family farms belong to the cate-
politike koja se razmjerno sporo prilagoa- gory of those subjects in Croatian economics
whose status and development are regulated
vaju u odnosu na konkurentsko okruenje
by laws, and are accompanied and encour-
uvjetima trita u razvoju novog i nedovoljno
aged by measures of state policy which pro-
razvijenog proizvoda na hrvatskom tritu.
portionately slowly adapts to competitive
Turistika seoska obiteljska gospodarstva su environment and market conditions of de-
zaivjela u jedan novi turistiki proizvod iji veloping a new and insufficiently developed
se kvantitativni i kvalitativni razvoj konti- product on Croatian market. These farms
nuirano ostvaruje, i to zbog prirodne predis- constitute a new tourism product that quick-
pozicije za razvoj (tradicionalno usmjerenje ly develops in terms of quantity and quality
na poljoprivredu i tradiciju ivota na selu). on annual basis due to its natural develop-
Meutim, unato pozitivnom trendu rasta mental predisposition of being traditionally
i razvoja, analize pokazuju da rast i razvoj focused on agriculture and countryside life-
turistikih seoskih obiteljskih gospodarstava style. However, in spite of positive growth
nije ravnomjeran i dostatan u svim dijelovima and development tendencies, analyses have
kontinentalne Hrvatske, to zbog usitnjenosti shown that both the growth and development
seoskog turizma i slabije razine obrazovano- of tourism family farms is neither uniform
sti lokalnih poduzetnika ukljuenih u ovaj nor sufficient in all parts of continental Cro-
oblik poduzetnitva, to zbog izrazito veli- atia. Reasons might be in fragmentation of
kog broja zakonskih propisa. Stoga razvoj rural toruism, a lower education level of lo-
turistikih seoskih obiteljskih gospodarstava cal entrepreneurs participating in this type
treba vie procjenjivati na temelju objektiv- of entrepreneurship, or in too great a number
nih mogunosti njegova budueg razvoja i of regulations. The development of tourism
ulaganja u nunu prateu infrastrukturu i ra- family farms should therefore more fre-
zvoj ostalih specifinih oblika turizma poput quently be assessed on the basis of objective
possibilities of its future development and
lova, ribolova i zdravstvenog turizma.
investment both into the necessary accom-
Turistika seoska obiteljska gospodarstva panying infrastructure and into the develop-
nude bogatu i raznoliku enoloku i gastro- ment of other special interest tourism types
nomsku ponudu, ali pruaju skromnu ponudu such as hunting, fishing and health tourism.
smjetajnih kapaciteta. Povrinom su zemlji- Tourism family farms provide a rich and
ta vrlo mala, pa imaju ogranienu mogu- diverse offer of wines and foods. Howev-
nost organizacije samostalne poljoprivredne er, the offer of accommodation capacities is
proizvodnje i turistike ponude. Ni jedno poor. The surface of farms is small, so that
gospodarstvo ne nalazi se iznad 400 metara subsequently the organisation of their own
nadmorske visine, to znai da su locirana independent agricultural production, and thus
u nizinskim podrujima Hrvatske (Miin also of their own independent tourism offer,
i Maer, 2008:20). Baac (2011:18,38-44) is limited. None of the family farms lie above
navodi sljedee glavne vrste objekata koji se the 400m altitude, which means that they are
javljaju na ruralnim prostorima u Hrvatskoj all located in lowland areas in Croatia (Miin
i u kojima se pruaju turistike usluge: turi- and Maer, 2008:20). Baac (2011:18,38-44)
stika seoska obiteljska gospodarstva, kuao- lists the following main types of facilities that
nice, izletita, ruralne kue za odmor, ruralni are to be found in rural areas in Croatia and in
hoteli, kampovi i kamp odmorita. Miin i which tourism services are rendered: tourism
Maer (2008:21) uz glavne vrste objekata na- family farms, tasting rooms, excursions, va-
vode i vrste usluga koje se mogu pruati na cation houses in villages, hotels in rural areas,
ruralnim prostorima: camps and camper stops. Miin and Maer
turistika seoska obiteljska gospodarst- (2008:21) also list, together with principal
va (na obiteljskom poljoprivrednom go- types of facilities, the types of services that
could be rendered in rural areas:
spodarstvu tzv. OPG i dopunska ugosti-
teljsko-turistika djelatnost); tourism family farms (on family farms and
supplemental gastronomic tourism offer);
vinotoja ili kuaonice (vinski podrumi,
kuaonice, smjetaj na vinotoju, vinske wineries or tasting rooms (wine cellars,
ceste); wine tasting rooms, accommodation near
wineries, wine roads);
izletita ili restorani, to mogu biti objekti
tradicijskog pripremanja hrane, tradici- excursion sites or restaurants (these could
jski obrti, radionice ili suvenirnice; be facilities in which food is prepared in
a traditional way, traditional crafts, wor-
smjetaj na ruralnom prostoru: tradici- kshops or souvenir shops);
jske i druge ruralne kue za odmor, sobe,
apartmani, kampovi (a u novije vrijeme i accommodation in a rural area: traditio-
mali obiteljski ruralni hoteli); nal and other rural vacation houses, ro-
oms, apartements, camps (and recently
eko-etno sela i gospodarstva s etno-z- small rural family hotels as well);
birkama kao to su npr. registrirani mu-
eco-ethno villages and farms with ethnologi-
zeji (stara sela) poput muzeja Staro
cal collections, e.g. museums (old villages)
selo, Kumrovec i Zaviajni muzej Donja
such as Museum Old Village in Kumrovec
Kupina; privatne poduzetnike inicijati-
and Donja Kupina Local History Museum;
ve: vodeniarsko selo Rastoke, etno selo private entrepreneurial initiatives: watermill
Stara Kapela, etno selo Kravarica u Za- village Rastoke, ethnological village Stara
grebakoj upaniji i dr.; Kapela, ethnological village Kravarica in
eko gospodarstva i eko proizvodnja npr. Zagreb County, etc.;
proizvodnja eko vina egec, Sveti Ivan eco-family farms and organic farming
Zelina, proizvodnja eko vina Enjingi, e.g. Eco Wines egec, Sveti Ivan Zelina;
Vetovo; eko gospodarstvo Zrno, Habja- eco-winemaking Enjingi, Vetovo; Quan-
novac; eko gospodarstvo Sever, Ivani tum of Environmental Goods, Habjano-
Grad; eko gospodarstvo Mavrovi, Slo- vac; Ecological Farm Sever, Ivani Grad;
botina i dr.; Eco-Estate Mavrovi, Slobotina, etc.;
tematske ceste i putovi, staze: vinske themed trails (routes, roads, paths): wine
ceste i/ili vinski putovi; gastro eno- routes; gastrological and enological itine-
loki itinerari; ceste sira; putovi mednih raries; cheese routes; honey point routes;
toaka; mlinski putovi; putovi masli- windmill routes; olive tree and olive oil
na i maslinovog ulja; gljivarski putovi; routes; mushroom routes; equestrian rou-
konjiki putovi; kulturni putovi; bicikli- tes; cultural routes; biking routes, etc.
stike staze i sl. We have listed some of the registered facili-
Ovdje su navedeni neki registrirani ties that render services in rural tourism, which
objekti za pruanje usluga u ruralnom turiz- does not reflect the actual situation in this re-
mu, to ne odraava stvarno stanje u Republi- spect in the Republic of Croatia. Some family
ci Hrvatskoj. Dio obiteljskih poljoprivrednih farms have not yet been registered for pursuing
gospodarstava nije registriran za obavljanje tourism-specific activities or they are current-
turistike djelatnosti ili je u fazi ishoenja, ly in the process of registration, which means
to znai da je stvarno stanje vee od nave- that current situation is better than the one de-
denog (HGK, MT RH, 2015:5). scribed previously (HGK, MT RH, 2015:5).
4. MOGUNOSTI RAZVOJA 4. POSSIBILITIES OF

POJEDINIH SPECIFINIH DEVELOPING SOME SPECIAL
OBLIKA TURIZMA U INTEREST TOURISM TYPES
KONTINETALNOJ HRVATSKOJ IN CONTINENTAL CROATIA
NA TEMELJU REZULTATA ON THE BASIS OF EMPIRICAL
EMPIRIJSKOG ISTRAIVANJA RESEARCH RESULTS
Posljednjih desetak godina Ministarstvo In the last twenty years the development
turizma Republike Hrvatske je razliitim ob- of rural tourism was somewhat more intens-
licima i sredstvima poticaja neto intenzivni- ly encouraged by the Ministry of Tourism
je poticalo razvoj ruralnog turizma. Rezultat of the Republic of Croatia through various
toga su novi smjetajni kapaciteti, vinski po- types and ways of stimulation. This result-
drumi, kuaonice i drugi atraktivni sadraji ed in new accommodation capacities, wine
na podruju Slavonije i Baranje, u okolici cellars, tasting rooms and other attractions in
Zagreba, u Zagorju i Meimurju te u Istri i Slavonia and Baranja, in the areas surround-
Dubrovakom zaleu. Meutim, njihov glav- ing Zagreb, in Zagorje and in Meimurje in
ni nedostatak je da su trino nepovezani i continental Croatia, as well as in Istria and
nisu konkurentni na europskom turistikom in Dubrovnik hinterland in coastal Croatia.
tritu. Stoga je nuno razvijati one oblike However, their main disadvantage is that
turizma koji najmanje degradiraju okoli i they are not connected in market terms and
kulturno povijesnu batinu, a mogu biti eko- that they are not competitive on European
nomski odrivi. U kontinentalnom dijelu Hr- tourism market. It is therefore necessary to
vatske to mogu biti: seoski turizam, kulturni, develop those rural tourism types that de-
vjerski, sportsko-rekreacijski, zdravstveni, struct environment and cultural as well as
ekoturizam, manifestacijski, gastronomski historical heritage to the least possible extent
i enofilski, lovno-ribolovni, memorijalni uz and that can be economically sustainable.
urbani i poslovni u veim naseljima i upa- In continental Croatia the following special
nijskim sreditima u ruralnom prostoru. interest tourism types could serve this pur-
Provedenim primarnim istraivanjem u pose: village tourism, cultural tourism, reli-
2014. godini na uzorku od 77 ispitanika au- gious tourism, sports and physical recreation
tori Bartoluci, Kesar i Hendija (2014:1284) tourism, health tourism, ecotourism, event
analizirali su trenutno dostignuti stupanj tourism, gastronomic tourism, enotourism,
razvoja ponuenih 12 vrsta i oblika turizma hunting and fishing tourism, memorial tour-
(odnosno urbani i ruralni kao vrste turizma ism, as well as urban and business tourism in
i kongresni, kulturni, manifestacijski, zdrav- bigger places and county seats in rural areas.
stveni, gastronomski i enofilski, sportsko-re- In an empirical research conducted in
kreacijski i pustolovni, lovno-ribolovni, vjer- 2014 on a samle of 77 subjects Bartoluci,
ski, ekoloki i memorijalni kao specifine Kesar and Hendija (2014:1284) analysed the
oblike turizma) na podruju kontinentalne then current degree of development of 12 ba-
Hrvatske. Ukupna prosjena razvijenost tih sic types and special interest types of tour-
specifinih oblika turizma dobila je nisku ism (i.e. urban and rural tourism as tourism
prosjenu ocjenu 2,7. Pri tome je najbolje forms, and MICE tourism; cultural tourism;
ocijenjen manifestacijski turizam (3,2), a event tourism; health tourism; gastronomic
slijede ga gastronomski i enofilski (3,0) te tourism; enotourism; sports-physical rec-
kulturni (2,9) i ekoturizam (2,8). Premda su reation and adventure tourism; hunting and
ovi specifini oblici turizma dobili najvie fishing tourism; religious tourism, ecotour-
ocjene, valja upozoriti na to da su njihove ism and memorial tourism as special inter-
prosjene ocjene relativno niske, odnosno da est tourism types in continental Croatia. The
su tek neto vie od prosjeka (Tablica 1). total average development of these special
interest tourism types received a low average
mark of 2.7. As for its developmental lev-
el, event tourism received the highest mark
(3.2), followed by gastronomic tourism and
enotourism (3.0), cultural (2.9) and ecotour-
ism (2.8). Although being the highest in rel-
ative terms, we must stress that these marks
were actually relatively low they were only
slightly above average (Table 1).
Tablica 1: Evaluacija postojee i potencijalne ponude vrsta i oblika turizma u

kontinentalnoj Hrvatskoj (prema istraivanju u 2014. i 2015.)* / Table 1: Evaluation
of the existing and potential offer of tourism forms and special interest tourism in
continental Croatia (according to research in 2014 and 2015)*
Prosjene ocjene prema istraivanju Prosjene ocjene prema istraivanju
u 2015. / Average marks according u 2014. / Average marks according
to the 2015 research to the 2014 research
Vrste i specifini oblici turizma / Forms
Sadanji stupanj Prognozirani Sadanji stupanj Prognozirani
and special interest tourism
razvijenosti / razvoj / razvijenosti razvoj /
Actual Estimated / Actual Estimated
development development development development
Manifestacijski / Event 3.42 4.10 3.22 4.01
Gastronomski i enofilski / Gastronomy 3.45 4.55 2.97 4.44
and wine
Kulturni / Cultural 2.97 4.16 2.89 4.13
Ekoturizam / Eco-tourism 2.84 4.32 2.79 4.29
Seoski / Rural 2.84 4.45 2.79 4.41
Urbani / Urban 2.94 3.48 2.72 3.50
Vjerski / Religious 2.68 3.52 2.70 3.64
Zdravstveni / Health 3.03 4.32 2.53 4.08
Lovno-ribolovni / Hunting and fishing 2.58 3.94 2.50 3.96
Sportsko-rekreacijski i pustolovni / 2.81 3.97 2.45 4.08
Sports recreation and adventure
Kongresni / MICE 2.87 3.48 2.11 3.23
Memorijalni / Memorial (dark) 2.19 3.45 2.11 3.17
Prosjena ocjena / Overall average mark: 2.88 3.98 2.65 3.91
Izvor: Izrada autora 2015, Zagreb; Bartoluci, Kesar i Hendija, 2014:1291 / Source: Devised by authors 2015,
Zagreb; Bartoluci, Kesar and Hendija, 2014:1291
* Napomena: Prosjene ocjene koje su ispitanici dodijelili za stupanj razvijenosti pojedinim vrstama i oblicima turizma u
kontinentalnoj Hrvatskoj dobivene primarnim istraivanjima u 2014. godini (N=77) i 2015. godini (N=31) putem Likertove
skale od 1 do 5, pri emu ocjena 1 oznaava nizak stupanj razvijenosti i nizak prognozirani rast, a 5 visok stupanj razvije-
nosti i prognioziran dinamian rast. / *Note: Average marks assigned by the subjects to certain tourism forms and special
interest tourism in continental Croatia were obtained by empirical research in 2014 (N=77) and 2015 (N=31) by using the
Likert-type scale ranging from one denoting small degree of tourism development level and low prognosticated increase,
to five, denoting high degree of tourism development level and dynamic prognosticated increase.
Novim empirijskim istraivanjem prove- The new empirical research conduct-

denim meu 31 ispitanikom u 2015. godini ed among 31 subjects in the year 2015, the
za potrebe ovog rada potvrdili su se nalazi findings of the earlier research have been
ranijeg istraivanja. Prosjena ocjena svih confirmed for the purpose of this paper. The
specifinih oblika turizma u ovom trenutku average mark of all special interest tourism
iznosila je 2,9 - dakle, neto je via negoli types at this moment is 2.9 in other words,
je bila ranije, to ukazuje na trend unaprje- it is slightly higher than it was before, which
enja turistike ponude u ruralnoj Hrvatskoj. points to the tendency of improving tourism
Gotovo svi specifini oblici turizma (osim offer in rural Croatia. Almost all special
vjerskog) dobili su vie ocjene, iz ega je interest tourism types (except for religious
mogue zakljuiti da se poinje ostvarivati tourism) received higher marks, which
njihov dinaminiji razvoj u kontinentalnoj makes it possible to conclude that this might
Hrvatskoj kao rezultat nove strategije razvo- indicate the onset of their more dynamic de-
ja turizma i raznih mjera poticanja. Na Slici velopment in continental Croatia as the result
1. prikazana je perspektiva razvoja pojedinih of a new strategy of development of tourism
vrsta i specifinih oblika turizma u odnosu and of various initiative measures. In Figure
na njihov sadanji stupanj razvijenosti. 1 prospective development of certain forms
of tourism and of special interest tourism
types is presented with regard to the present
developmental level, i.e. on the basis of re-
search conducted in 2015.
Slika 1. Usporedni pregled sadanjeg i Figure 1. Parallel survey of the present

budueg razvoja pojedinih vrsta i oblika and future development of certain special
turizma u kontinentalnoj Hrvatskoj interest tourism types in continental
(prema istraivanju u 2015.)* Croatia (according to research in 2015)*
Izvor: Izrada autora, Zagreb, 2015 Source: Devised by authors, Zagreb, 2015
*Napomena: Na slici 1. prikazane su prosjene ocjene *Note: Average marks of subjects attitudes regarding the
stavova ispitanika o sadanjem stupnju razvijenosti vr- present degree of development of some tourism forms and
sta i oblika turizma te ocjene o njihovom oekivanom some special interest tourism types, together with their an-
razvoju prikazane u Tablici 1. ticipated development, are presented in Figure 1.
Rezultati istraivanja nesumnjivo uka- The results of research undoubtedly

zuju na nunost razvoja niza jakih destina- point to the necessity of developing a series
cijskih turistikih proizvoda ije e se kom- of strong destination tourism products whose
ponente (prvenstveno atrakcije) meusobno components (primarily attractions) will be
nadopunjavati i stvarati kritinu masu pri- mutually supplemented, thus creating a crit-
lagodljive komplementarne ponude. ak je ical mass of adaptable complementary of-
77% ispitanih eksperata u turizmu odgovo- fer. As many as 77% of subjects, i.e. experts
rilo kako je za ekonomsku odrivost turizma working in tourism, were of the opinion that
u kontinentalnoj Hrvatskoj nuno kreirati i it is necessary, for the purpose of economic
razvijati integrirane turistike proizvode (ta- sustainability of tourism in continental Cro-
blica 2), a ne ih nuditi kao pojedinane atrak- atia, to create and develop integrated tourism
cije na tritu. Kako je jedna petina ispita- products (Table 2), and not individual attrac-
nika ocijenila takvu povezanost osrednjom tions present in the market. Since one fifth of
dodijelivi joj ocjenu 3, a samo joj je 1,7% subjects evaluated this integration as medium
ispitanika dodijelilo ocjenu 2 i nie, potvre- and gave it mark 3, and only 1.7% of subjects
na je hipoteza ovog istraivanja da se dugo- gave this issue mark 2 or less, this confirmed
roni odrivi razvoj turizma u kontinentalnoj the hypothesis in our research that long-term
Hrvatskoj moe osigurati samo integriranom sustainable development of tourism in conti-
turistikom ponudom razliitih specifinih nental Croatia can be ensured only through
oblika turizma. Naime, nisu svi specifi- integrated tourism offer of various special in-
ni oblici turizma dovoljno profitabilni (npr. terest tourism types not all special interest
ekoturizam, vjerski i sl.), ali su vani za kva- tourism types are sufficiently profitable (e.g.
litetnu ponudu destinacije pa ih je potrebno ecotourism, religious tourism, etc.), however,
ukljuiti u integirani turistiki proizvod. Na they are important for quality offer of a desti-
taj nain mogue je osigurati njihovu dugo- nation, so that they should be incorporated in
ronu ekonomsku odrivost i kvalitetu rural- integrated tourism product. Thus it is possible
ne turistike ponude destinacije. to provide long-term economic sustainability
and quality of rural destination tourism offer.
Tablica 2. Vanost kreiranja integrirane turistike ponude destinacija u cilju

ostvarivanja ekonomske odrivosti svih oblika turizma u kontinentalnoj Hrvatskoj
(prema istraivanju u 2014. i 2015.)* / Table 2: Importance of creating integrated
tourism offer of destinations for economic sustainability of all forms of tourism
(according to research in 2014 and research in 2015)*
Ocjena vanosti (u %) / Level of importance (in %)

Godina / Year Jako vano/ Srednje vano/ Manje vano/ Nije uope
Vano/ High
Very high Medium Low vano/ Very low
2015 23.4 53.9 21.0 1.7 0.0
2014 17.1 56.6 25.0 1.3 0.0
Izvor: izrada autora 2015; Bartoluci, Kesar i Hendija, 2014 / Source: Devised by authors in 2015; Bartoluci,
Kesar, Hendija, 2014
* Napomena: Koritenjem Likertove skale ispitanici su procijenili koliko je prema njihovu miljenju u kreira-
nju turistike ponude destinacije vano za ekonomsku odrivost ruralnog turizma razvijati integrirani turistiki
proizvod svih vrsta i oblika turizma u destinaciji, a ne nuditi ih kao pojedinane turistike atrakcije. / *Note: By
using Likert-type scale the subjects marked the degree to which, according to their opinion, it is important, when
creating tourism offer of a destination, for economic sustainability of rural tourism to develop integrated tourism
product of all possible types and forms of tourism in a destination, and not to offer them as individual tourism
attractions.
Kulturne manifestacije imaju posebnu Cultural events have a special role and
ulogu i znaaj u razvoju kulturnog i ruralnog importance in the development of cultural
turizma. U kontinentalnoj Hrvatskoj odrava and rural tourism. Many celebrations and
se relativno mnogo festivala i smotri (glazbe- festivals (musical, drama, folklore, enter-
nih, dramskih, folklornih, zabavnih i slinih) tainment, etc.) that attract tourists and visi-
koji privlae turiste i izletnike - na primjer, tors are held in continental Croatia, e.g. the
Renesansni festival u Koprivnici, akova- Renaissance Festival in Koprivnica, a-
ki vezovi, razne manifestacije u akovcu, kovaki Embroidery, events in the Zrinski
gradu Zrinskih, Krapinski festival (Festival Town of akovec, Kajkavian Song Festival
kajkavske popevke) i sl. Upravo su kulturne in Krapina, etc. Cultural events are the prin-
manifestacije glavni motiv privlaenja turi- cipal motives for tourist to visit the so called
sta u tzv. kulturne destinacije. Vjerske ma- cultural destinations. Religious events and
nifestacije i hodoaa privlae sve vei broj pilgrimages attract an increasing number of
turista. Vjerski turizam vee se prvenstveno tourists. Religious tourism is related primar-
uz vjerske blagdane i hodoaa, primjerice ily to religious holidays and pilgrimages, for
svetita Gospe na Trsatu, u Sinju, Mariji Bi- example, sanctuaries of Our Lady at Trsat,
strici, Ludbregu, Aljmau i dr. U Republici Sinj, Marija Bistrica, Ludbreg, Aljma, etc.
Hrvatskoj one imaju posebnu ulogu u privla- In Croatia, these places have a special role in
enju izletnika i turista u ruralna podruja. attracting tourists to rural areas.
Osim kulturnih i vjerskih manifestaci- Besides cultural and religious events,
ja, poseban znaaj za razvoj turizma imaju sports events in sports such as football, bas-
sportske manifestacije i dogaaji vezani uz ketball, athletics, tennis, water polo, swim-
nogomet, rukomet, koarku, atletiku, tenis, ming, skiing, etc. are of special relevance.
vaterpolo, plivanje, skijanje i drugo. Sve one They comprise sports tourism as special in-
tvore sportski turizam kao specifian oblik terest tourism type developed in all countries
turizma koji se razvija u svim zemljama gdje in which both tourism and sport prosper, as
su razvijeni turizam i sport, kao to je to slu- is the case in the Republic of Croatia (Bato-
aj u Republici Hrvatskoj (Bartoluci i Hen- luci and Hendija, 2014:9), e.g. the Olympics
dija, 2014:9) (primjerice, na ovom prostoru of Old Sports in Stari Mikanovci and vari-
Olimpijada starih sportova u Starim Mika- ous sporting competitions in Osijek, akovo,
novcima, ili razliita sportska natjecanja u Varadin, akovec and other towns.
Osijeku, akovu, Varadinu, akovcu i ne- Importance both of gastronomic tour-
kim drugim gradovima). ism and enotourism in Croatia received an
Eksperti u turizmu ocijenili su gastro- average mark of 3.45 from experts working
nomski i enofilski turizam u Hrvatskoj in tourism, thus pointing to its significance
prosjenom ocjenom 3,45, to upuuje na as a segment of total tourism offer in the
zakljuak da se radi o vanom segmentu sve- region, which is evident from the Croatian
ukupne turistike ponude. To je vidljivo i iz Tourism Development Strategy until 2020
Strategije razvoja turizma do 2020. godine which emphasises that this is a complex tour-
u kojoj je naglaeno da je rije o sloenom ism product consumed by almost all visitors
turistikom proizvodu kojeg konzumiraju and in almost all parts of Croatia. Although
gotovo sve skupine posjetitelja i u gotovo it is known that relatively few international
svim krajevima Hrvatske. Iako je poznato da tourists travel primarily because of eno-gas-
relativno malen broj meunarodnih turista tronomic reasons, the growth of demand for
putuje primarno zbog eno-gastronomskih such a tourism product is generated mostly
doivljaja, rast potranje za takvim turisti- by domestic population. Development of ec-
kim proizvodom generira uglavnom domaa otourism is also on the rise (average mark
populacija. U promatranom podruju prisu- 2.84). It is the five nature parks and five inter-
tan je i trend razvoja ekoturizma (prosjena nationally protected areas that play the main
ocjena 2,84), gdje glavnu ulogu u privlae- part in attracting ecotourism demand. In the
nju eko-turistike potranje ima pet parkova area in question health tourism develops in
prirode i pet meunarodno zatienih pod- 10 thermal spas in which medical and spa-re-
ruja. Zdravstveni se turizam na podruju lated type of offer prevail, whereas wellness
kontinentalne Hrvatske razvija u okviru 10 and medical tourism, as more advanced and
termalnih ljeilita u kojima prevladavaju highly lucrative programmes, are still devel-
ljeilini i termalno-kupalini oblici ponude, oping and attempting to permeate both the
dok su wellness i medicinski turizam kao domestic and international tourism market.
napredniji i visoko lukrativni programi jo Being aware of the number and diversi-
uvijek u fazi razvoja i snanijeg izlaska na ty of natural and social capacities that con-
domae i inozemno turistiko trite. tinental Croatia is abundant with and that
Svjesni brojnosti i raznolikosti prirodnih are insufficiently valued in terms of tour-
i drutvenih potencijala kojima obiluje kon- ism, the subjects, i.e. experts working in
tinentalna Hrvatska, a koji se nedovoljno tourism, were significantly more optimistic
turistiki valoriziraju, eksperti u turizmu su when assessing the possibilities of tourism
znatno optimistinije ocijenili mogunosti development in the area under consideration
in comparison with the past developmental
razvoja turizma u kontinentalnoj Hrvatskoj
magnitude. This statement is confirmed by
u odnosu na njegov dosadanji razvojni do-
marks that are on average higher for most
seg. Iznesenu tvrdnju potvruju prosjeno
special interest tourism types that can be
vie ocjene za veinu vrsta i specifinih obli-
developed in this area. An above average
ka turizma koji se mogu razvijati na ovom
development (average mark higher than 4)
podruju. Za sedam od 12 ponuenih spe- has been anticipated for seven of 12 listed
cifinih oblika turizma predvia se iznad- tourism forms and special interest tourism
prosjean rast (prosjena ocjena vea od 4) types: gastronomic tourism, ecotourism,
i to za gastronomski, ekoturizam, kulturni, cultural tourism, health tourism, sports and
zdravstveni, sportsko-rekreativni, manife- physical recreation tourism, event tourism
stacijski te seoski turizam, to je vidljivo and rural tourism, which is evident from data
iz podataka u tablici 1. Takva optimisti- in Table 1. Such optimistic forecasts overlap
na predvianja podudaraju se i s odredni- with baselines in the Croatian Tourism De-
cama Strategije razvoja hrvatskog turizma velopment Strategy until 2020, particularly
do 2020. godine, osobito za gastronomski i for gastronomic tourism, enotourism, health
enofilski turizam, kao i za zdravstveni i kul- tourism and culture tourism, cyclotourism
turni turizam, uz cikloturizam kao segment being a segment of sports tourism, that are
sportskog turizma, a koji su istaknuti kao underscored as the most promising products
najperspektivniji proizvodi u kontinentalnoj in continental Croatia (Strategija razvoja tur-
Hrvatskoj (Strategija razvoja turizma u Hr- izma u hrvatskoj do 2020. godine, Croatian
vatskoj do 2020. godine, 2013:35). Posebno Tourism Development Strategy until 2020,
valja izdvojiti gastronomski i enofilski tu- 2013:35). Special emphasis should be laid
rizam za koje je ocijenjeno da imaju naj- on gastronomic tourism and enotourism that
bolje razvojne anse u promatranom dijelu were rated to have the best chances for devel-
kontinentalne Hrvatske. Meutim, sve je opment in the analysed area of continental
navedene specifine oblike turizma potreb- Croatia. However, all listed special interest
no razvijati integriranom turistikom ponu- tourism types should be developed through
dom koja moe osigurati odrivi dugoroan integrated tourism offer that can provide
razvoj ruralnih turistikih destinacija na long-term sustainable development in rural
podruju kontinentalne Hrvatske. tourism destinations in continental Croatia.
Ponudu ruralnog turizma potrebno je na Rural tourism offer should be integrat-

poseban nain integrirati s turistikim proi- ed with tourism product of bigger towns in
zvodom veih gradskih sredita u svakoj od a special way in every subregional area in
promatranih subregionalnih cjelina. To je question. This is of particular importance
osobito vano zbog izgradnje imida i jaa- for image-building and strengthening of
nja konkurentnosti, ali i zbog smjetajnih i competitiveness, but also for accommoda-
drugih turistikih kapaciteta urbanih sredi- tion and other urban tourism capacities that
na koji su u postojeim uvjetima nedovoljno are insufficiently exploited in existing con-
iskoriteni. Iako je promatrani prostor turi- ditions. Although the analysed area is in
stiki atraktivniji domaoj turistikoj potra- tourism terms more attractive for domestic
nji, razvojem specijaliziranih i/ili posebno tourism demand, by developing specialised
dizajniranih turistikih proizvoda stvorit e and/or specially designed tourism products
se osnova za privlaenje turista i iz inozem- a basis will be created for attracting tourists
stva, to bi za promatrano podruje mogao from abroad as well, which could be a new
znaiti novi poticaj za sveopu drutvenu i encouragement for an extensive social and
ekonomsku revitalizaciju. economic regeneration.
Ubrzavanje razvoja kontinentalnog tu- Acceleration of the development of con-
rizma nee biti mogue bez kapitalnih in- tinental tourism will not be possible without
vesticija u resursno-atrakcijsku osnovu uz capital investments into resource-attraction
znatno koritenje raspoloivih sredstava EU basis with significant utilisation of available
fondova. Pritom u prvom redu valja poticati means from EU funds. Primarily, the de-
razvoj onih receptivnih podruja koji po svo- velopment of those tourist-receiving areas
jim obiljejima i tradiciji imaju najvee anse should be encouraged that, by its features
za uspjeh kroz integriranu turistiku ponudu and tradition, have the best chance for suc-
specifinih oblika turizma i njihov odrivi cess through integrated tourism offer of spe-
razvoj. cial interest tourism types and their sustain-
able development.
5. ZAKLJUAK
5. CONCLUSION
U radu je potvrena spoznaja da je rural-
ni turizam najslabije razvijena vrsta turizma The results of analysis in this paper
u Hrvatskoj, iako preko 92% prostora ini showed that rural tourism is mostly a poor-
upravo ruralno podruje. U budui razvoj ly developed form of tourism in Croatia
ruralnog turizma potrebno je implementirati although more than 92% of Croatian terri-
sva naela odrivog razvoja na cijelom pro- tory is rural. It is necessary to incorporate
storu Hrvatske: ekoloka, socio-kulturna te all principles of sustainable development
ekonomska naela odrivog razvoja. Primje- ecological principles, socio-cultural prin-
na ekolokih naela odrivog razvoja treba ciples and special economic principles of
osigurati ekoloku ouvanost i zatitu svih sustainable development into future prog-
prirodnih resursa. Primjena socio-kulturnih ress of rural tourism throughout Croatia.
naela mora zatititi kulturnu i povijesnu ma- Application of ecological principles of sus-
terijalnu i nematerijalnu batinu na prostoru tainable development should provide ecolog-
kontinentalne Hrvatske. Ekonomska naela ical preservation and protection of all natu-
odrivosti ruralnog turizma treba uskladiti s ral resources. Application of socio-cultural
ostalim naelima kako bi se osigurao dugo- principles should protect cultural and his-
roni odrivi razvoj ruralnog turizma. Eko- torical tangible as well as intangible heritage
nomska odrivost ruralnog turizma lake je in continental Croatia. Economic principles
ostvariva u primorskom dijelu kontinentalne of the sustainability of rural tourism should

Hrvatske zbog prisutnog velikog opsega turi- be co-ordinated with other principles to pre-
stike potranje. Razvoj turizma u tom dijelu serve long-term sustainable development of
kontinentalne Hrvatske najvie e ovisiti o rural tourism. Economic sustainability of
razvijenosti ponude i njezinoj atraktivnosti rural tourism can be achieved more easily
za privlaenje postojee turistike klijentele. in the coastal area of continental Croatia due
Meutim, u ostalim podrujima kontinental- to a wide range of the tourism demand. The
ne Hrvatske ne postoji razvijena turistika development of tourism in this part of con-
potranja, osobito ne inozemna, a domaa tinental Croatia will depend mostly on the
je jo uvijek skromnih mogunosti. Otvara- level of demand enlargement and on its at-
njem europskog trita privlaenje inozemne tractiveness for the existing tourism consum-
turistike potranje u kontinentalnom dijelu ers. However, advanced tourism demand,
Hrvatske ovisit e o atraktivnosti i konku- especially the one from abroad, does not ex-
rentnosti turistike ponude u ruralnom turiz- ist in other areas of continental Croatia, and
mu. Osnova tog razvoja mogu biti specifini domestic demand is still relatively poor. By
oblici turizma koji se mogu potpunije valo- opening the European market, attracting for-
rizirati integriranom turistikom ponudom eign tourists demand for continental Croatia
ruralnog turizma. tourism offer will depend on attractiveness
and competitiveness of tourism offer in ru-
Posljednjih desetak godina Ministarstvo ral tourism. The basis of this development
turizma i Ministarstvo poljoprivrede Repu- might be comprised of special interest tour-
blike Hrvatske potiu razvoj ruralnog turiz- ism types that can be evaluated in more de-
ma, a u novije vrijeme to se ini i sredstvima tail through integrated tourism offer of rural
fondova Europske unije. Rezultati su toga tourism.
novi smjetajni kapaciteti, vinski podrumi
The last ten years have seen the encour-
i drugi atraktivni sadraji na podruju Sla-
agement of rural tourism development by
vonije i Baranje, u okolici Zagreba, u Za-
the Ministry of Tourism of the Republic of
gorju i Meimurju u kontinentalnom dijelu Croatia and the Ministry of Agriculture of
Hrvatske te u Istri i Dubrovakom zaleu u the Republic of Croatia, and recently also
primorskom dijelu Hrvatske. Meutim, to su by the EU funds. This resulted in new ac-
mali kapaciteti koji u ukupnim smjetajnim commodation capacities, wine cellars and
kapacitetima hrvatskog turizma ine ispod other attractions in Slavonia and Baranja, in
1%. Osim toga oni su trino nepovezani i the area surrounding Zagreb, in Zagorje and
nisu dovoljno konkurentni na europskom tu- Meimurje in continental Croatia, as well as
ristikom tritu. S druge strane potpuno su in Istria and Dubrovnik hinterland in coastal
neupitni i znanstveno dokazani ekonomski i Croatia. However, these accommodation ca-
iri drutveni uinci razvoja ruralnog turiz- pacities are to be regarded as small and they
ma, to su pokazala brojna istraivanja, a di- amount to less than 1% of total accommo-
jelom potvrdilo i ovo istraivanje. dation capacities in Croatian tourism. Still,
Ulaskom Republike Hrvatske u EU otva- economic and broader social effects of the
raju se nove trine i investicijske mogu- development of rural tourism are unques-
nosti razvoja ruralnog turizma. Otvorene su tionable and have been scientifically proven
mogunosti financiranja projekata ruralnog in numerous studies, which has also been
turizma iz strukturnih i drugih fondova EU, partly confirmed by our research.
to bi trebalo intenzivnije koristiti. Da bi se The accession of Croatia to the European
to ostvarilo, potrebno je izraditi investicijske Union has opened new market and invest-
projekte specifinih oblika turizma sukladno ment opportunities for the development of
naelima odrivog razvoja. Ovo je istraiva- rural tourism. Opportunities to finance rural
nje potvrdilo hipotezu da se dugoroni odr- tourism projects from structural and other
ivi razvoj ruralnog turizma moe osigurati EU funds were created, and they should be
integriranom turistikom ponudom razliitih even more intensly utilised. This requires
specifinih oblika turizma na prostoru konti- investment projects for special interest tour-
nentalne Hrvatske. ism types in compliance with sustainable
development principles. Our research has
confirmed the hypothesis that long-term sus-
tainable development of rural tourism may
be provided through integrated tourism offer
of various special interest tourism types in
continental Croatia.
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Mato Bartoluci, Zvjezdana Hendija, Mateja Petrai: Mogunosti odrivog razvoja ruralnog turizma...

PREGLEDNI RAD REVIEW

MOGUNOSTI ODRIVOG RAZVOJA RURALNOG TURIZMA

POSSIBILITIES OF SUSTAINABLE DEVELOPMENT

Ruralni turizam u Hrvatskoj mogao bi Rural tourism in Croatia might have a

noj Hrvatskoj. U tim upanijama potranja limitation of development in coastal counties

primjenjuju statistiki kriteriji kao to su would be pertinent to the corresponding ru-

posjeivanje i razgledanje zatienih dije- as its principal attribute of attraction, and

ine koje bi trebale meusobno suraivati u on the level of tourism destinationsnamely,

3. ANALIZA STANJA RURALNOG 3. ANALYSIS OF RURAL TOURISM

4. MOGUNOSTI RAZVOJA 4. POSSIBILITIES OF

Tablica 1: Evaluacija postojee i potencijalne ponude vrsta i oblika turizma u

Novim empirijskim istraivanjem prove- The new empirical research conduct-

Slika 1. Usporedni pregled sadanjeg i Figure 1. Parallel survey of the present

Rezultati istraivanja nesumnjivo uka- The results of research undoubtedly

Tablica 2. Vanost kreiranja integrirane turistike ponude destinacija u cilju

Ocjena vanosti (u %) / Level of importance (in %)

Ponudu ruralnog turizma potrebno je na Rural tourism offer should be integrat-

ostvariva u primorskom dijelu kontinentalne of the sustainability of rural tourism should

LITERATURA - REFERENCES Sustainability of Tourism Development

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