Creative Tourism In Destination Brand Identity

Abstract

This paper analyses the emerging trends in creative tourism, as well as the possibilities of developing creative offer as a means of sustainable development (protection of resources, socio-cultural elements, natural elements and improving the local population’s standard of living) of small historic towns on the Opatija Riviera (Volosko, Kastav, Lovran, Veprinac, Moscenice, Brsec). It further analyses the current state of creative offer, sets the goals and suggests some possible strategies for developing creative tourism (educational workshops, creative workshops, etc.) as both the basic and additional element of the tourist offer based on sustainable principles, and for creating a recognizable destination brand identity through a valorization of uniqueness and diversity. The paper also answers the key questions of creative tourism offer enrichment and enhancement, and defines the means to innovate the promotional strategy with the goal of repositioning. The reconception of development in small historic towns and, ultimately, attracting future tourists , requires a synergy of all offer stakeholders, local communities and indigenous residents in forming new elements of creative initiatives through a valorization of the past and the present. Creative tourism represents an opportunity for tourism development of Moscenicka Draga, as well as for its qualitative transformation from a sun-and sea destination to a cultural and creative tourism destination which provides a unique experience through a valorization of culture, tradition and heritage. The paper puts special emphasis on the competitiveness analysis of creative events Moscenicki Pinel (art colony) and Moscenicki Pinelic (creative workshops for children) in Moscenice, and the analysis of operational strategies innovation, with the goal of differentiating these events from similar events and branding Moscenicka Draga as a competitive creative tourism destination.