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2016, br. 150, str. 254-270
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Pristup umrežavanja aktera kao neophodan faktor razvoja kulturnog turizma u Srbiji
The stakeholder networking approach as a necessary factor of cultural tourism development in Serbia
Srpska akademija nauke i umetnosti (SANU), Geografski institut 'Jovan Cvijić', Beograd, Srbija
Sažetak
Jedan od najvećih izazova u razvoju i upravljanju turističkim destinacijama koje svoju ponudu baziraju na kulturnim atrakcijama je upravo potreba za usklađivanjem interesa brojnih aktera (stejkholdera). Analiza učesnika je tehnika koja se koristi kako bi se identifikovale institucije, grupe i pojedinci koji utiču na upravljanje kulturnim resursima i atrakcijama, odnosno na širi društveno-ekonomski i politički kontekst koji utiče na sprovođenje strateških mera i aktivnosti koje su definisane strateškim i planskim dokumentima u ovim sferama. Cilj ovog istraživanja je da identifikuje sistem odgovoran za kulturni razvoj kao i razvoj turizma u Srbiji, kao i osnovne principe funkcionisanja kulturnih turističkih destinacija, te da utvrdi praktičnu primenu ovog pristupa. U okviru ovog rada definisani su nivoi na kojima deluju relevantni akteri, njihove uloge, kao i ograničenja koja njihova praksa ima na razvoj kulturno-turističke ponude Srbije. Izvršeno je identifikovanje zajedničkih interesa koji mogu postati osnova za usklađivanje opštih stavova kako bi se omogućila saradnja. Takođe, teži se stvaranju sistema kojim bi se omogućila i praktična primena kreiranja mreže učesnika, čime bi se omogućio održivi razvoj turizma u okviru destinacije.
Abstract
One of the biggest challenges in the development and management of tourist destinations that base their offer on cultural attractions, is the need to harmonize interests of numerous actors (stakeholders). Stakeholder analysis is a technique used to identify the institutions, groups and individuals that influence the management of cultural resources and attractions. It also considers the wider socio- economic and political context that influences implementation of strategic measures and activities, as defined by the Tourism Development Strategy of the Republic of Serbia. The goal of this research is to identify a system of tourism development in Serbia and principles for formation of tourist destinations. It also attempts to determine if practical application of stakeholder approach is present. Furthermore, this paper defines the levels in which some stakeholders operate, their roles and also limitations in their practices that influence the development of cultural tourism in Serbia. Common interests are identified that could become a basis for the harmonization of general attitudes and facilitation of the cooperation between stakeholders. The aim is also to create a system that would enable a practical application of stakeholder networking leading to sustainable development of tourist destinations.
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