ADDRESSING ORGANISATIONAL CHALLANGES OF CULTURAL TOURISM IN RURAL AREAS THROUGH COMMUNITY-BASED TOURISM MODEL

Abstract

Purpose –The purpose of this paper is to identify the organisational challenges of cultural tourism development in rural areas and to discuss and address those challenges using the principles of a community-based tourism concept. Methodology – A desk research was conducted to investigate cultural tourism in rural areas and the community-based tourism concept. Then, the case study of Gorski Kotar was introduced as an example of a rural area with potential for further cultural tourism development. Secondary data on Gorski Kotar was gathered from various sources and processed using qualitative approach for the purpose of identifying and analysing the key organisational challenges of cultural tourism in rural areas. Those challenges are discussed in the context of a shift towards community-based tourism and its main principles. Findings – Key organisational issues in the management of cultural tourism in rural areas have been identified and linked to rural community capacities in terms of insufficient social and human capital. In line with the fact that cultural tourism assets are usually an inseparable part of local identity, community-based tourism as a model of tourism developed, owned and controlled by the local community, can be very useful in overcoming organisational problems involved in creating and sustaining tourism products based on local culture. Originality of the research – This paper deals with the rather unexplored topic of analysing organisational elements and challenges as potentially the main causes of success/failure of cultural tourism in rural areas