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ECO-TOURISM IN FUNCTION OF INCREASING COMPETITIVE

ADVANTAGES OF THE REPUBLIC OF CROATIA AS A TOURIST


DESTINATION
Romina Alkier Radni
Faculty of Tourism and Hospitality Management in Opatija
Primorska 42, p.p.97, 51410 Opatija, Croatia
Phone: ++385 294 718; Fax: ++385 51 292 945
E-mail: rominaa@fthm.hr
Vedran Milojica
Faculty of Tourism and Hospitality Management in Opatija
Primorska 42, p.p.97, 51410 Opatija, Croatia
Phone ++385 51 294 718; Fax: ++385 51 292 945
E-mail: vedran_mi@yahoo.com, vmilojic@fthm.hr
Danijel Drpi
Privredna banka Zagreb
ure porera 3, Rijeka, Croatia
Phone:++385 51 751 107; Fax: ++385 51 751 019
E-mail: danijel_drpic@hotmail.com
Abstract
The tourist product of the Republic of Croatia is still based exclusively on the mass offer principle.
Significant efforts have been invested recently in the creation of a new tourist offer which has to
contribute to the recognisibility of the Republic of Croatia on the world tourist market, as an ecotourist destination with a unique offer, oriented towards preserving the environment, climate, sea,
and the traditional way of life of the local community. The Republic of Croatia has to base its
tourist product on selective forms of the tourist offer, which fulfill the needs and desires of modern
guests, and provide the possibility for faster adjustement to modern tourist movements. The
Republic of Croatia has well-preserved natural and ecological resources, especially in rural areas,
which have so far been economically undeveloped. It has a well-preserved natural basis, which is
the basis for ecological tourism development. This will enable economic prosperity of the Republic
of Croatia, and preserve the existing natural spatial resources. An ecologically aware tourist is a
person who devotes big attention to nature, and influences the environment, local community, and
cultural-historical heritage of the visited area to the smallest possible extent. Special attention in all
future development strategies has to be placed on ecologically sustainable traffic infrastructures. In
order to provide analysis of development potentials of the eco-tourist offer of the Republic of
Croatia, SWOT analysis, secondary statistic databases, and global practical examples will also be
taken into consideration. A possible strategy of development of eco-tourist offer of the Republic of
Croatia will be developed through the creation of standards and valorisation of the eco-tourist offer,
while upholding all the particularities of the Republic of Croatia, which have not been used
sufficiently in its tourist offer. The new tourist product has to be based on the 3E principle - ethics,
ecology, environment. Sustainable development mechanisms have to be implemented, without
them, there is no ecotourism and eco-tourist offer. The purpose of the paper is to present positive
effects of ecotourism as unavoidable factor of modern tourist offer. The goal of the paper is
through the suggestion of possible strategy of development of ecotourism to build more dynamic
and more successful tourist offer of Republic of Croatia as a tourist destination.

Keywords: ecotourism, eco-tourist, Republic of Croatia, tourist destination, tourist offer


JEL classification: L83, Q01

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1. Introduction
The Republic of Croatia is a country of numerous preserved areas which have not
been sufficiently valorised. In order to touristically valorise these areas, the first priority is
defining developmental guidelines. In order to preserve their particularities, all
preconditions for sustainable tourism development should be ensured, which will be
achieved through eco-tourism development. Contemporary visitors look for particularities
and individualised approach in tourist destinations. Croatia should design an offer based on
its particularities, individual approach, and connection of visitors with nature, and find its
position on the contemporary tourist market. Eco-tourism has become the most popular
type of vacation on the global level. While tourism focused on destinations with natural
resources basically represents a simple journey to areas with beautiful nature, eco-tourism
achieves benefits for the local population in the ecological, cultural, and economic sense.
The Republic of Croatia has high hopes for tourism development. Eco-tourism provides
the possibility for development of an ecologically responsible tourist offer, but also for
strengthening of the awareness of the local community and tourists, to make them devote
greater attention to preservation of the environment. Eco-tourism represents a rapidly
developing segment of the tourist offer and, according to the WTO data, realises annual
growth of 5% worldwide, which represents 6% of the gross world product, as well as
11,4% of consumption. Thus, it deserves special attention.(Adapted according to:
http://www.ekoplan.gov.rs/srl/Ekoturizam-308-c52-content.htm, Accessed 21. January
2012.). The above-mentioned facts show the necessity for development of this tourism
form and for achieving competitiveness on the European and world tourist market. The
paper provides an overview of the natural particularities of the Republic of Croatia, an
overview of world experiences in the development of projects related to ecological
tourism, as well as proposals for ensuring quality accommodation offer in the future
Croatian ecological tourist destinations. The goal of the paper is to point out at all
competitive advantages of the Republic of Croatia comparing to the competition, and it is
specially manifested in the part of preserved environment, landscape architecture, looking
after traditional way of life (which is marked by ethics and responsibility to the
community, but also to the environment), encouraging responsible business, etc., while the
purpose of the paper is through the development of the model of diamond of competitive
advantages of eco tourist destination, SWOT analysis, as well as the analysis of other
significant factors, to enable a quality creation of programme for Eco Croatia as a
developmental model based on postulates of sustainable development. Regarding the
literature that concerns the developmnet of the eco tourist offer of Croatia, there are certain
theoretic publications which partially enters the area of eco-tourism, and among which the
researches of Borovac Zekan is pointed out (Borovac Zekan, 2007, XX Congress
CROMAR, Rijeka) which talks about the importance of eco etno tourism with a goal of
creating a recognisable touristic image of Croatia, while the authors Klari and Gatti
(Klari, Gatti, 2006;149-165) are discussing in details about the perspectives of ecotourism development in Croatia, while in the area of sustainable development they are
more numerous, about which other authors write as well: Vuji (Vuji, 2005;16), Meler
(2004;206) who talks about sustainable development of tourism and eco-tourism as a new
market niche of Croatian tourism. In spite of the exsisting publication, it can be concluded
that there is not scientific publications that monitor the influence of sustainable
development of eco-tourism on the development of a new product based on respecting
ethical, towards environment and local community responsible business, through creating
an innovative offer of an eco tourist destination with a goal of increasing competitiveness
and successful repositioning of the Republic of Croatia, as one of the leading ecologically
aware tourist destinations in the future.

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2. Preconditions for Eco-Tourism development in Croatia


The basic preconditions for development of ecological and sustainable tourism in
Croatia are primarily numerous preserved areas, intact nature, pleasant climate, richness of
flora and fauna, but also rich tourist tradition and connection of the local population with
nature. The basic problem of eco-tourism development strategy in Croatia is non-existence
of clear data on the number, type and standards of the Croatian ecological tourism offer, as
well as the potential visitors.
For this reason, the paper presents the data on protected areas in Croatia from the
Reference Database of Protected Areas in the Republic of Croatia, as the only official
source of information, i.e. the Register of Protected Natural Values of the Directorate for
Nature Protection. All the data from the Register of Protected Natural Values are public,
except in exceptional cases. According to the Register of Protected Natural Values of the
Ministry of Culture230, there is a total of 461 protected areas in different categories in
Croatia, from which 12 areas are under preventive protection. The protected areas
encompass 7,95% of the total surface of the Republic of Croatia, i.e. 11,4% of the land
territory and 1,3% of the territorial sea. The greatest part of the preserved surface are
nature parks (3,71% of the total national territory).
Table 1.: Protected Areas of the Republic of Croatia, according to Categories and Surface

CATEGORY
Strict reserve
National park
Special reserve
Nature park
Regional park
Natural monument
Significant landscape
Forest park
Monument of park architecture
TOTAL OF PROTECTED AREAS
IN THE REP. OF CROATIA

2
8
79
11
0
117
79
33
121

0
0
1
0
2
2
4
2
0

2
8
80
11
2
119
83
35
121

2 395,35
92 176,78
32 502,19
325 249,10
142 796,26
376,09
96 906,79
3 420,42
955,9

% of the
Croatian
surface
0,027
1,052
0,371
3,710
1,629
0,004
1,105
0,039
0,011

450

11

461

696 778,48

7,948

NUMBER
ZP

PZP

UZP

Surface
(ha - acres)

Note: ZP The number of areas under protection; PZP The number of areas under preventive protection
UZP Total number of areas under protection
Source: Register of Protected Natural Values (on May 18, 2010)

Except for the independently protected Croatian areas, thanks to their exceptional
value and preservation, some Croatian areas have also been recognized as internationally
valuable, which indicates great potentials of Croatia for eco-tourism development. The
Plitvice Lakes are found on the UNESCO World Heritage List because of their natural
resource base. This is the only Croatian area in this list. The Velebit Mountain is a part of
the international network of biosphere reserves231, while four areas are found on the List of
Internationally Valuable Wetlands of the Convention on Wetlands of International
Importance, especially as habitats of waterfowls (the Ramsar Convention) - Kopaki rit,
Lonjsko polje, the Neretva Delta and Crna Mlaka. The latest contribution to international
recognition of Croatian natural values is the inclusion of Papuk into the European
230
231

State: May of 2010


UNESCO's scientific programme The Man and the Biosphere - MaB

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Geoparks Network. Three other Croatian areas are on the Tentative List for the UNESCO
World Heritage wider area of the Kornati, Velebit, and Lonjsko polje. In 2008, Lonjsko
polje Natural Park completed and submitted its application for inclusion on the List as a
mixed area of cultural and natural heritage. This application is also the first Croatian
application for mixed World Heritage. Preparation of the necessary documents for the
application of the area surrounding the Mura, the Drava and the Danube for the
international network of UNESCO biosphere reserves is also in the final stage. This is
enabled by the Strategy and Action Plan for the Protection of Biological and Landscape
Diversity of the Republic of Croatia (Strategy and Action Plan for the Protection of
Biological and Landscape Diversity of the Republic of Croatia (NN 143/08)) - Vransko
jezero Nature Park, Liko polje, and Ogulin-Plae area will also apply for inclusion on the
List of Internationally Valuable Wetlands of the Ramsar Convention. The same Strategy
also comprises expert valorisation of the NP Mljet, NP Kornati, Telaica Nature Park, and
Lastovo Islands Nature Park for the inclusion on the List of Specially Protected Areas of
Mediterranean SPA Protocol to the Convention on the Protection of Marine Environment
and the Coastal Region of the Mediterranean (Barcelona Convention).
(http://www.dzzp.hr/zasticena-podrucja/zasticena-podrucja-u-hrvatskoj/medunarodnozasticena-podrucja-u-republici-hrvatskoj-256.html, Accessed 15. January 2012.). The
above facts indicate a rich natural resource base, which is crucial for the development of
this tourism form, and realisation of competitiveness on the tourist market.
Table 2.: Internationally Protected Areas in the Republic of Croatia
Internationally protected areas in the Republic of Croatia

UNESCO World Heritage List

Plitvice Lakes

Promul
gation
year
1979

MAB biosphere reserve

Velebit Mountain

1977

International protection

Name of the area

National protection
Plitvice Lakes National Park
Paklenica National Park
North Velebit National Park
Velebit Nature Park
Special ornithological reserve Crna Mlaka
Kopaki rit Nature Park
Lonjsko polje Nature Park

Crna Mlaka
1993
Kopaki rit
1993
List of Internationally Valuable Lonjsko polje and
Wetlands
of
the
Ramsar
Mokro polje,
1993
Convention
including Krapje
Special ornithological reserve Krapje ol
ol
Neretva Delta
1993
Europska Geoparks Network
Papuk
2007
Papuk Nature Park
Source:
http://www.dzzp.hr/zasticena-podrucja/zasticena-podrucja-u-hrvatskoj/medunarodno-zasticenapodrucja-u-republici-hrvatskoj-256.html , Accessed 15. January 2012.)

Establishment of close co-operation between the Ministry of Culture, Ministry of


Environment and Nature, and the Ministry of Tourism is a precondition for successful
designing of the offer in Croatia as a responsible and ecologically aware tourist destination.
3. Competitive advantages of Croatia as an Eco-Tourist Destination
The Republic of Croatia is a country rich in natural resources, which are crucial for
development of numerous selective tourism forms, among which are exceptionally
important resources for the development of eco-tourism, However, these resources have
not been adequately valorised, despite their great potential.
According to the results of the conducted research Tourist Destination
Competitiveness by the Institute for Tourism of the Republic of Croatia, tourist
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consumption in Croatia in the period from 1997 to 2007 recorded constant growth, and
also achieved a relatively good result in 2008, while a poorer result was recorded in the
period between 2009 and 2011, because of the general economic crisis. Despite the growth
from 1997 to 2007, the market share of Croatian tourism among international competition
in the Mediterranean is weakening, especially in the segment of realised overnights in
hotels
and
similar
accommodation
facilities.
(Adapted
according
to:
http://www.mint.hr/default.aspx?id=5476 , Accessed 15. January 2012.).
Croatia is facing an important task: to synchronise the quality of its tourist offer
with the standards prescribed by the European Union, in order to be equally included in the
market competition and take its rightful place in the European and world tourist flows.
This will be achieved by designing a quality offer based on eco-tourism and sustainable
development, with the objective to preserve and adequatly touristically valorise Croatian
natural resources.
Table 3.: Subjects and elements of competitiveness analysis
COMPANIES

SECTOR/INDUSTRY

STATE

F
A
C
T
O
R
S

Competitors, substitutes, possible


entrances, suppliers, customers

Production factors,
demand, related sectors,
market structure, random
occurences, state

Science and technology, human


capital, government, infrastructure,
management, finances, degree of
openness, high valuation of
responsible behaviour to the
environment

A
R
E
A

Target markets

Use of available
resources and global
markets

Workplaces, foreign investments,


exchange

R
E
S
U
L
T

Market share, profitability,


sustainability and preservation of
Croatian natural resources

International
recognisability, public
opinion, strength and
growth

Economic prosperity, quality of life,


European eco-oasis

A
S
S
E
T
S

Goods and services, strategy,


research, analysis of the ecotourism competition,

Marketing, industrial
policy, strategic
association

Entrepreneurship and innovativeness,


education, investments, economic
policy, national culture, economic
associations, Plan for Eco-Croatia

Source: Authors' adaptation according to: Ritchie, Crouch, 2003, derived from Porter and the WTO,
downloaded from: http://www.iztzg.hr/hr/konkurentnost/o_centru/okvir_za_razumijevanje/ , Accessed 15.
January 2012.)

Regarding general competitiveness, the Republic of Croatia takes the 77th place in
comparison with the analysed 133 countries. Croatian competitiveness is slightly better in
the segment of tourist economy; it is rated 43rd. Some of the tourist competitiveness criteria
originate from its general competitiveness, and it comprises: safety of investments,
legislation and administration, general infrastructure, labour market, and financial
transactions. According to tourist competitiveness, Croatia comes before the competitive
destinations such as Turkey, Montenegro, Egypt and Morocco, and every 50th European
tourist
comes
to
Croatia.
(Authors'
adaptation
according
to:
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http://hgk.biznet.hr/hgk/fileovi/19826.pdf, Accessed 15. January 2012.). In order to


increase Croatian tourist competitiveness, future tourist development must be based on
further increase in the share on the European tourist market, but also stronger positioning
of Croatia on the new market niches the so-called distant markets (China, India, Japan,
etc.), which will be achieved through the eco-tourism offer based on the preservation of
Croatian resources (clean air, water, forests, pleasant climate), and by introducing the socalled green standards and certificates in the business activities of the tourist industry.
An important factor is also greater orientation of tourist suppliers in eco-tourism
destinations towards the demanding domestic market, whose demand has decreased
because of the impact of recession and of general crisis, especially insecurity of
workplaces and salaries. Also, it is necessary to develop new entrepreneurial incubators
which will result in the creation of new green solutions, ideas and original events in the
offer of eco-tourism destinations, aided by stronger co-operation between the public and
private sector in Croatian tourism. The development of eco tourist offer of Croatia provides
the possibility of intensive pleasure in the beauties of natural surroundings, conducting
various activities in the nature, fulfilling the needs for adventures, it includes the visits to
ecologicailly clean areas and growing trend of taking care of its own health in the form of
"healthy" nutrition and living in the accordance with nature (Vlahovi, 2006; 413) and it
will enable creation of programmes and implementation plans for achieveing competitive
advantages of Croatia.
Figure 1.: Presentation of the Relationship between Competitiveness and Eco-Tourism
Destination

Source: Authors' adaptation according to: http://www.iztzg.hr/UserFiles/Pdf/Pedeseta-obljetnica-IT/02Konkurentnost-turisticke-destinacije-Ivandic.pdf (Accessed 15. January 2012.)

The new tourist paradigm must be based on the 3E principles (ethics, ecology, and
economics)
(http://www.zadarskilist.hr/clanci/27062008/turizam-ne-smije-bitimonokultura, Accessed 10 January 2012. ). By its structure, sustainable development
surpasses the terms ethics, ecology and environment, but in the part of tourism
development they make the part of the same continuum in the whole of a new tourist
product of a destination of eco-tourism of Croatia. Previously mentioned follows that
without application of principles of sustainable development there is no tourism as a
phenomenon in general, but also no application of ethics, nor responsible business of hotel
enterprises towards the environment, but also responsible behaviour of visitors and local
population, so foundation of tourism development on the paradigm 3E makes a unique new
developmental direction of a tourist product which is the opposite of until now massive and
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irresponsibility in the development of tourism as a phenomena. Competitiveness of tourist


destinations increases by introducing ecologically responsible business activities in ecotourism destinations. In the example of the Republic of Croatia, competitiveness will be
increased in comparison with the competitive Mediterranean countries (Greece, Turkey,
Italy, etc.). Management of contemporary, ecologically aware eco-tourist destinations must
introduce high ecological standards and certificates into its business activities, which will
make the entire tourist destination an oasis of ecological and responsible tourism.
Introduction of the offer based on the principles of sustainability and eco-tourism will
achieve stronger interrelation of the visitors and the destination, the environment, and the
local community. The local community will directly benefit from the above-mentioned
approach regarding the promotion of natural particularities, preservation of the traditional
way of life and originality of the destination. Return to nature will provide a stronger
connection between the production of Croatian (organic) agriculture and tourist suppliers,
especially in Croatian coastal areas. This will also enable socio-demographic revival of the
Croatian rural areas, which have been affected by strong depopulation and economic
lagging behind in comparison with other parts of the country. Because of this fact, Croatian
rural areas are one of the bases for future development of eco-tourism in Croatia. Preserved
natural resources, rich cultural historical heritage, traditional way of life, gastronomy and
enology represent insufficiently used Croatian treasures which are the foundation for
achieving a new competitive power in Croatian tourism development, especially if it will
be based on sustainable development and eco-tourism principles.
4. Croatia as an Eco-Tourism Destination
Modern visitors of world and Croatian tourist destinations are constantly searching
for experiences which will provide them a sense of connection with nature, tradition and
peaceful way of life, and complete inclusion in the life of the local community, in order to
fully learn about its tradition and all the particularities offered by a certain tourist
destination.
Figure 2.: Environmental considerations when deciding on holidays

Source: Eurobarometar, European Comission, Europeans and Tourism, Autumn 2009, Analytical Report,
September 2009, publication: October 2009.

According to Eurostat's data from 2009, as shown in the above chart, as much as
35% of the tourists from the European Union wants to experience connection with nature,
the local community, and to feel other ecological experiences on their journey to
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sustainable and eco-tourism destinations. This fact, and pending EU membership, are
reasons for development of this form of tourism, the offer of which must adapt to the
standards and the criteria prescribed by the European Union, with the objective of
achieving competitive advantages on the demanding tourist market.
In order to achieve successful positioning of a certain tourist destination on the
demanding tourist market, and to build an image of an ecologically aware destination, the
destination should include the entire interested public in its development, i.e.
entrepreneurs, scientists, the inhabitants, as well as tourists. This is why it is especially
important to design an integral strategy of sustainable development of Croatia. It should be
pointed out that the Republic of Croatia is aware of its responsibility for preservation of
natural balance, and that it attributes great significance to the preservation of natural
resources, which will ensure achievement of the basic objective for the development of
eco-tourism, which is: preservation of the landscape and all its particularities (flora, fauna,
climate, cleanness of the air, waters, etc.), and upholding the particularities of the local
community's lifestyle. The goal of the Sustainable Development Strategy of Croatia is to
ensure sustainable planning, creation and designing of policies and guidelines for the
development of eco-tourism, to disable excessive urbanisation of the space (for example,
the coastline), and to ensure high standards of energy management (systems of renewable
energy sources), and waste. The eco-destination concept is new and insufficiently
explored. There are no unambiguous forms for its implementation. The goal of destination
management planning is to point out all the benefits of eco-tourism development for a
certain area, and the local community. Successful eco-destination development will be
possible if integrated and permanent co-operation is ensured between all the participants
which manage the tourist destination, especially taking into consideration particularities of
each area, especially sensitive ecosystems, socio-demographic and economic conditions,
urban planning, inclusion of the local community in the process and ensurance of a
permanent monitoring system, which will enable continuity of the process of eco-tourist
destination development, adequate for the needs of the local community and the visitors, as
well as an innovative process. SWOT analysis of Croatian eco-tourism is presented below.
Table 3.: SWOT Analysis of Developmental Possibilities of Croatian Eco-Tourism
STRENGTHS
Well-preserved natural resources
Mild climate, richness of flora and fauna
Vicinity of the emitive tourist markets
Favourable traffic connections
Numerous intact areas and preserved oases

Great quantity of clean drinking water


Thermal waters and spas
Rich heritage

WEAKNESSES
Insufficiently developed railway network
Insufficient use of RES
Lack of awareness of the local community
Lack of interest by the government and tourist
suppliers
Insufficient financial support of development
agencies, Croatian Bank for Reconstruction and
Development, credit lines of commercial banks
Lack of educational programmes on ecology and
ecological and sustainable tourism
Statistical lack of recognisability of selective
forms of the tourist offer (rural, ecological, etc.)
Non-existence of national standards for ecological
tourism in the segment of hotel accommodation

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OPPORTUNITIES

THREATS

Accession to the European Union travelling


without borders, high ecological standards,
financial perspective cohesion funds

Postponement of the accession to the European


Union and inability to accept high environmental
standards and ecological standards, and funds for
rural development and protection of the
environment

Developing the Croatian offer as a highly aware


ecological tourist destination

Lack of interest by the local community and


tourist suppliers

Designation of new protected areas in Croatia

Insufficiently educated local population

Linking of the offer of coastal and rural


destinations through eco-tourism development
Production of ecologically grown food

Climate changes and ecological disasters

Source: Authors' analysis


The results of the presented SWOT analysis indicate numerous opportunities and
strengths of the Republic of Croatia for eco-tourism development, which are primarily
conditioned by rich resource base (clean water, air, pleasant climate, richness of flora and
fauna), and numerous possibilities, for example, ensurance of the production of
ecologically grown food which will be offered in the restaurants throughout Croatia. In
order to realise these possibilities, additional regulations and standards should be adopted
which will ensure exceptional quality of the offer and preserve ecological particularities.
However, there are certain threats, such as ecological disasters, climate changes or non-use
of the EU funds allocated for preservation of ecological biodiversity of Europe.
The objective of Croatian tourism development must be based on particularities,
innovativeness and recognisability of the offer in relation to competitive tourist
destinations which have already recognised the advantages of this tourism form. Croatia
has about 97% of rural space, rich in its natural resource base, but insufficiently
touristically valorised; thus, eco-tourism development provides a dual opportunity, which
is: protection of the landscape and the way of life of the local community, and
improvement of economic and socio-demographic image of rural Croatia, along with
strengthening of all the comparative advantages of the Republic of Croatia as a tourist
destination. Special attention should also be devoted to building and promoting the socalled green hotel industry in Croatia, which will achieve recognisability of the Croatian
hotel industry and ensure comparative advantages in comparison with the competition.
According to the presented SWOT analysis, the objective of Croatian eco-tourism
development is:

The basic objective of tourist development of ecologically aware tourist


destinations must be preservation and protection of natural and other destination
resources, which are usually limited;

Focusing tourist development activities towards sustainable development and ecotourism;

Devoting special attention to preservation of the protected areas in Croatia;

Ensuring education of the local population and tourists, considering that ecotourism has an educative component which raises awareness of tourists and of the local
population on the importance of preservation of nature;

Constantly working on the improvement of the quality of life of the local


community through stimulation of innovations, and inclusion of the interested public in
all ecological activities of the tourist destination;

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Keeping in mind the fact, in the promotion and designing planning of the tourist
offer, that eco-tourism has the smallest possible impact on the environment and
sociodemographic particularities of tourist destinations;
Eco-tourism is realised in smaller groups there is no mass tourism, overloading of
local infrastructure, pollution, etc.

Accession of Croatia to the European Union will also help in the realisation of this
Plan, as well as inclusion of more Croatian areas in the European ecological network
NATURA 2000.
European Union is obligated to protect biodiversity and stop its disappearance in
Europe by 2020. Two strong European regulations are a foundation for this EU policy:
Directive on Birds and Directive on Habitats. These two directives represent the most
ambitious initiative started with the goal to preserve valuable habitats and wild bird species
in the EU Member States. During the past 25 years, there are about 26000 NATURA 2000
areas, which cover more than 850 000 km2 of the EU surface. This is the largest network of
preserved areas in the world. Thanks to these two directives, the countries are able to coordinate their ecological activities, regardless of political or administrative barriers. The
entire process is scientifically-based, enforceable, and based on the management approach
which takes into consideration the interests and needs of the people. (Adapted according
to:
http://www.natura2000.hr/PageTemplates/PageContent.aspx?pageId=37&langID=1
(Accessed 21 January 2012.). Accession to the European Union will enable Croatia to
participate in the programme more actively. Namely, there is a strong correlation between
eco-tourism development and NATURA 2000 ecological programme. The areas which
implement the NATURA 2000 programme are a magnet for eco-tourists and attract
attention to areas rich in natural resources, which often provide different programmes,
brochures and information to visitors, information, expertise and advice on wildlife species
and nature, and attract foreign investments, which stimulates diversification of economic
activities on the local level. Some of the successful world NATURA 2000 projects are on
the island of Azora (habitats of whales and dolphins), the Canary Islands (over 30% of the
islands have been marked as an ecological network area), Lapland (300 square kilometres
of protected forests), and others. The Croatian candidate for the NATURA 2000
programme is Gorski kotar, which is the most important locality for preservation of wild
animals bears, wolves and foxes.
Eco-tourism development may also be stimulated through pre-accession and
cohesion funds for the development of rural and other underdeveloped areas. These funds
are: the European Regional Development Fund, European Social Fund, Cohesion Fund,
European Fisheries Fund, European Fund for Agricultural Guarantee and the European
Fund for Rural Development232. All of the above-mentioned funds have certain
components which will be useful for the preservation of Croatian ecological particularities
and the attractive Croatian offer of eco-tourism.
5. Negative effects of Tourist Development on the Environment
The current Croatian offer was based on mass tourism, i.e. the sun-sea-sand offer.
The new paradigm of tourist development must be based on the paradigm of sustainability,
i.e. the 3E system ecology, ethics and sustainable energy.
Croatia takes the 12th place in the world according to preservation of nature, and the
5th place according to drinking water supplies.( Ham, Frajman-Jaki , 2008;521-536) It is
estimated that about 50% of ecologically richest and most sensitive areas in the European
Union are located in European coastal regions (Petri, How to...,
232

For
more
information
see:
http://www.vlada.hr/preuzimanja/referedum_za_ulazak_u_eu/s
ve_sto_ste_htjeli_znati_o_europskoj_uniji (Accessed 15 January 2012.)

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http://hrcak.srce.hr/file/62283 , Accessed 15 January 2012.) Unfortunately, recent tourist


development in these areas also had some negative aspects. Numerous negative impacts of
tourist development are visible in many coastal Croatian areas, in terms of excessive
urbanisation of space and illegal building of holiday appartments, the so-called secondary
residences. Tourism is a specific phenomenon which is exceptionally sensitive to crises
(the example of the Croatian War for Independence, the Kosovo crisis, the world economic
crisis from 2009 until present day), which have a negative impact on the economic
perspective of employees in tourism and the destination itself. In order for tourism
development and the related economic activities to be useful for the entire community, it
must complement other industries. There are numerous negative impacts of tourism on the
landscape and natural resources. For example, water and air become polluted, there is
production of noise, visual degradation of the space, overpopulation (saturation).
Tourism development greatly depends on spatial resources. The area allocated for
tourism must be beautiful and attractive in terms of natural and cultural beauties and
values. The space may remain so only if it is not crowded and devastated by urbanisation.
When the goal is to create great concentration of tourists, tourism ruins the environment,
which is one of the most important elements of its sustainable development, because each
concentration of people changes the space. If this border is crossed, changes in space turn
into devastation. A great problem is intensive construction of secondary residences on the
Croatian coast. A negative example is also granting concessions to hotels on beaches and
the coastline, which has a negative impact on the space, the local population, but also
creates negative social impacts. Croatia is very diverse and unique, but it must be pointed
out that this beauty is not inexhaustible, because it is evident that it has been disappearing
wherever building took place (for example, the island of Vir). This is, naturally, related to
general culture of the population, whose ecological awareness must be continuously
boosted through educational and cultural programmes. Although the standards in many
aspects of the hotel industry are much greater in relation to the competitive tourist
countries, this quality level is not accompanied by the arrangement of the area surrounding
the hotels, which records a decrease in natural landscape resources. This is primarily
visible in excessive construction of the area surrounding hotels. Historical monuments, a
significant resource base for tourism development, are also in bad condition. In order to
improve the tourist offer, roads are being built, parks and green areas are arranged, hotels
are renewed, and, thanks to all of these activities, new workplaces are opened. However,
bad developmental strategy for tourism may lead to great problems, such as cutting of
forsts for reasons of infrastructure development and building of accommodation facilities,
pollution, appearance of aggressive species which are not indigenous to the area, which
could harm the ecosystem (for example, allochthonous game on Krk and Cres wild boars
and bears), reduction of water supplies, and others. Each mass appearance of people leads
to waste disposal problems, problems with the sewage, accommodation, transport.
Excessive number of tourists in ecologically sensitive areas often causes great harm to the
main attraction the environment itself.
6. The need to design programmes for Eco-Croatia
After presenting the above, the authors point out the need to design and actively
implement the programme/strategy for Eco-Croatia. This programme would represent
active co-operation of all the interested participants on planning and implementation of
ecological standards in tourism development in ecologically sensitive Croatian areas. This
is an interdisciplinary approach, which is continuous and permanent. In the planning stage,
it is necessary to engage scientists and practitioners of various professions and profiles
(geographers, demographs, economists, employees in tourism, ecologists, and all the other
interested participants). One of the main tasks of the strategy would be connecting the
723

offer of production of ecologically preserved food with the tourist offer. Likewise, it is
necessary to ensure connection between rural and eco-tourism, in the way to provide the
standards for construction, arrangement, and offer in hotels to ensure building of
accommodation facilities in the traditional manner (wood, stone), the offer of home-made
and ecologically grown food, application of renewable energy sources in hotels, on family
farms, and in the entire tourist destination. These standards would represent a kind of an
upgrade of the existing European and world eco-tourism standards (for example, the Blue
Flag, HACCP...). Local entrepreneurs and foreign investors should be included in the
implementation of the programme, and stimulate building of the so-called ecological or
green hotels, to exempt investors of additional duties (VAT, lower interest rates, lower
utility fee, etc.).
Upholding of high ecological standards, strict monitoring and categorisation
requirements, will enable protection of natural resources (air, water, sea, forests) and
achievement of significant competitive advantages of Croatia in relation to the similar
European and world tourist destinations. Hotels which successfully apply the new, green
business principle (the USA are the leader in this segment), achieve better business results
and provide a significant contribution to the protection of the environment. In order for the
entire project of ecologically responsible hotels to be successful, the visitors must also act
in an ecologically responsible manner. In green hotels, lights, air-conditioning and
television in the room are automatically turned off when guests leave the room, liquid
soaps and shampoos are used in the bathrooms, water consumption is also regulated, so
that it is motion-activated and temporally limited, towels and linen are not changed every
day. The objective is related with the very foundations of eco-tourism, which are
prevention, or at least reduction of the pollution of the environment, and, where possible,
positive influence on sustainability of local ecosystems.
The plan for Eco-Croatia should contain and be oriented on the following components:
1.

Stop the pressure of people and limit growth; rehabilitate the land and the coastal
area;
2.
Protect the land and the sea and stimulate setting up of the regional tourist
ecological tax in order to protect the environment;
3.
Introduce the standards for the so-called eco-green hotels of Croatia;
4.
Reduce harmful effects to the environment and the landscape to the greatest
possible extent;
5.
Restore the historical, cultural, and natural heritage and include it into the tourist
offer;
6.
Stimulate complete renewal of residential, rural and tourist areas;
7.
Improve public transport and encourage people to walk or use bicycles in the
centres of tourist destinations;
8.
Introduce sustainable development standards into the key sectors for protection of
the environment: water, energy and waste;
9.
Invest into human capital and sources of knowledge; increase and diversify the
financial system;
10.
Modernise the local administration and increase the capacity of the planned public
and private investments.
In order for the implementation of the Plan for Eco Croatia to be successful, it is
necessary to determine tasks and measureable goals determined by time and financial
indicators. Following, a possible proposition of measures and actions for successful
implementation of programmes for Eco Croatia has been given.

724

Figure 3.: Implementing activities for the implementation of the Plan for Eco Croatia

Source: Authors' analysis


Implementation of Eco Projects for Eco Croatia is a long-term process which will
include all interested public (business subjects, banks, public institutions, local
community) with the goal of achieveing competitive advantages of a destination of
Ecotourism in relation to the copmetitive countries, while strengthening the awareness of
whole local community about the importance of constant implementation of basic settings
of sustainable development in business, especially in tourism development, and preserving
the resource basis as a foundation for tourism development. Project for Eco Croatia must
be supported on all levels of authorities, financed through pre-accession and cohesion
funds of the European Union, through favorable crediting lines of HBOR and business
banks, as well as tracked through constant monitoring and improvement of all individual
measures and steps from the side of scientific and expert public.
Amounts that are necessary for conducting the project are changeable and
adjustable individually for every eco tourist destination in Croatia, and they depend on the
terms of the financial market, the interest of potential tourists and carriers of offer in the
tourist destination.
It is necessary to encourage investmens (through liberation of parafiscal givings,
paying of VAT, utility fees, ensuring favorable lines of credit, etc) and stimulate
establishment of special interest group Green hotels of Croatia. The goal is to satisfy the
most demanding guests with high purchasing power with the highest level of quality of
725

offer. It is about small hotel establishements the size of 40 bedrooms, built in the style of
local architecture, with the condition of using natural materials in building, and in work
using renewable energy sources, introducing renewable energy sources, ecological
standards, and so called green business. Furthermore, these hotels will, during its business
cycle actively participate in the promotion of a destination of ecotourism, and promote the
values offered by.
Besides previously mentioned, for successful application of the plan for Eco
Croatia and strengthening competitive competencies of Croatia it is necessary to create a
group of activities presented in continuation of the paper in a shape of Porters diamond of
competitive advantages.
Figure: Porters diamond of competitive advantages of eco-torism in Croatia

Possible outputsachieving
competitive
advantages of
Croatia

Croatian
Eco-tourism
offer

EXSISTENCE OF RELATED AND SUPPORTING


INDUSTRIES
Offer carriers in the destination of eco-tourism (restaurants, tourist
agencies, family farms, "green" hotels, sports and cultural activities,
offer related to free time, workshops)
Tourists and visitors of a destination of eco-tourism
Promotion of eco-tourism as a special segment within the tourist
product of Croatia

Government,
Local
authorities
Management
of eco-tourist
destination

Source: Adapted according to: Porter, M., E. (1998) The Competitive Advantage of Nations. New York: Free
Press, MacMillan

Through creating a diamond of competitiveness of eco-tourist destination of Croatia


all the factors important for achieveing competitive advantages of Croatia will come into
play, profiling Croatia as one of the world's leading destinations of eco-tourism in the
future.The above mentioned will enable easier implementation of the Plan for Eco Croatia
which has been presented previously in the paper. The goals of introducing the diamond of
competitive advantages are, among other, strengthening the cooperation among all offer
carriers in the tourist destination of eco-tourism of Croatia (through public-private
partnership), enabling further sustainable development which will enable further
development of Croatia and at the same time preserving the resources. The diamond of
competitive advantages stresses all the advantages of Croatia in the part of natural,
technological and human resources, and enables the forming of a high quality, unique, rich
and varied tourist offer based on application of green technologies and responsible
726

operation of all participants. The above mentioned offer will, besides its own innovative
solutions, be based on international experiences and world practice, especially in the light
of forthcoming accession of Croatia to the European Union, when significant assets of
Cohesion funds of the European Union will be available, to be used, among other, for the
protection of environment and tourist development. Efforts must specially be directed
toward a more significnt inclusion of Croatia in the programme of ecological network
NATURA2000, which has been pointed out in the paper as a very significant example of
the world practice, increasing the number of protected areas in Croatia, which will preserve
the rich resource basis for the development of ecological tourism in Croatia.
By determining the basic constituents of the plan and its implementation in the
Croatian tourist offer, and through application of model of Porters Diamond of
competitive advantages of destination of eco-tourism of Croatia it is estimated that it will
ensure ecological preservation of Croatia and its successful repositioning on the tourist
market. The above measures are a proposal of the future measures for ensuring sustainable
tourism development, and development of Croatia as a whole. The interested public should
be included in development, and development should become a subject of further and
comprehensive studies, with the goal to improve the tourist offer in comparison with the
best practice tourist destinations in Europe and the world.
7. Conclusion
Eco-tourism has been growing daily, which is indicated by the WTO data, and the
examples of best practice tourist destinations in Europe and the world. Ensurance of
sustainable development in each country, including the Republic of Croatia, is especially
significant.
The Republic of Croatia is a country rich in natural resources which are not
sufficiently valorised. They represent a key precondition for development of a competitive
and unique tourist offer. Designing and stimulating an ecological tourist offer through the
programmes of the Croatian ministries and EU funds will contribute to general
development and rise in the prosperity and the standard of life of the Croatian citizens. In
order to increase competitive advantages of Croatia in relation to the competition,
preconditions for permanent sustainable tourism development should be ensured, which
can be achieved through development of the eco-tourism offer which will have no negative
impacts on the environment and the local community.
In order to achieve successful integral development of the Republic of Croatia,
including tourism development, it is very significant that it fully uses its natural resources
in the new, European context, which will be achieved by adaptation of the existing tourist
offer to the prescribed and implemented standards in the EU Member States. This will
enable successful repositioning of Croatia on the world tourist market. The authors think
that this development must be based on the preservation of the existing resources, raising
ecological awareness of the local community, and introducing responsible and ethical
busness activities in tourism, which can be achieved through implementation of the basic
components of the plan for Eco- Croatia presented in the paper. The ultimate goal will be
successful respositioning of the Republic of Croatia as an ecologically aware destination,
of high ecological, social, accommodation- and other standards, different and unique in
comparison with the competitive countries close to the target markets, which provides the
visitors reunion with nature. The future success of development of the Croatian ecotourism offer must be based on the 3E principle (ethics, ecology, and economics),
application of top ecological standards and certificates, application of renewable energy
sources, creation of the standards for eco- destinations and eco-hotels, etc., as well as on
continuous research of the tourist market and comparison with the countries implementing
the best practice.
727

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