THE MODEL OF STRATEGIC MANAGEMENT OF A RELIGIOUS TOURISM DESTINATION IN FUNCTION OF SUSTAINABLE DEVELOPMENT

Tomislav Korov; Marko Šostar; Berislav Andrlić

doi:10.26668/businessreview/2024.v9i4.4599

Authors

Tomislav Korov https://orcid.org/0000-0002-9211-5723
Marko Šostar https://orcid.org/0009-0008-7580-7657
Berislav Andrlić https://orcid.org/0000-0002-1345-0241

DOI:

https://doi.org/10.26668/businessreview/2024.v9i4.4599

Keywords:

Sustainable Development, Religious Tourism, Religious Tourism Destination, Strategic Management

Abstract

Objective: This study aims to explore the significance and potential of religious tourism in Croatia for sustainable development, highlighting the absence of a strategic approach in managing this tourism sector. The primary goal is to assess the current state of religious tourism, identify challenges, and recommend strategic directions for enhancing religious tourism destinations.

Theoretical Framework: The research is anchored in the theories and models of sustainable development, tourism management, and cultural heritage preservation. These theories provide a comprehensive understanding of how religious tourism can contribute to economic growth, cultural preservation, and community engagement in a sustainable manner.

Method: Employing survey research and analysis of relevant resources, this study systematically examines the current landscape of religious tourism in Croatia. It focuses on stakeholder coordination, promotion strategies, infrastructure development, and cultural heritage preservation efforts.

Results and Discussion: The investigation reveals a fragmented approach to managing religious tourism, characterized by poor coordination among stakeholders, inadequate promotion, underdeveloped infrastructure, and challenges in cultural heritage preservation. These findings suggest that a more cohesive and strategic approach could significantly bolster sustainable development, enhance economic opportunities in rural locales, and foster cultural heritage appreciation.

Research Implications: The study underscores the necessity for stronger collaboration among religious communities, tourism organizations, and governmental authorities. It advocates for enhanced promotional efforts, infrastructure investments, and robust measures for cultural and religious heritage conservation, offering valuable insights for policymakers, tourism developers, and community leaders.

Originality/Value: This paper contributes original insights into the underexplored domain of religious tourism in Croatia, offering a structured analysis of its current state and potential for sustainable development. Its strategic recommendations provide a foundation for future initiatives to harness religious tourism as a vehicle for economic and cultural sustainability in Croatia.

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