POTENTIAL OF CULTURAL HERITAGE IN THE DEVELOPMENT OF TOURISM PRODUCTS IN RURAL DESTINATIONS: PERCEPTIONS OF RAVNI KOTARI RESIDENTS (CROATIA)

Purpose – The goal of this study is to examine the potential of the development course in Zadar hinterlands, i.e., the Ravni kotari area that represents a rural type of destination. For the purpose of this study, it was important to assess the awareness and familiarity of the residents in Ravni kotari with their cultural heritage, but also to evaluate their perceptions regarding the importance and potential of said cultural heritage in the development of tourism products. This paper provides an answer to the question of Ravni kotari residents’ perception regarding the potential of their cultural heritage with the purpose of tourism product development in their area. Methodology – In total 500 respondents (n=500) over 18 years of age, who own a real estate or live and work in the Ravni kotari area, participated in the survey. The survey was conducted through the semi-structured questionnaire with a presence of an interviewer in the period between June and October 2020. Findings – The Ravni Kotari residents do not recognise its cultural heritage sufficiently and they cannot see a single heritage element as a possible umbrella brand of the destination. The highest number of respondents recognised the most significant tangible heritage cultural attractions under protection. Unfortunately, the UNESCO protected intangible heritage remained unmentioned by respondents. Contribution – The rich cultural heritage in the Ravni kotari area is not sufficient per se without the commitment of its residents, given that without their involvement in the presentation and interpretation, cultural heritage decays and disappears. Therefore, the involvement of the residents in their cultural heritage possesses the exceptional importance in its preservation for future generations as well as for its presentation and valorisation through tourism. The lack of the residents’ awareness about the valuable heritage attractions in their area results with their slower inclusion in the tourism offer and valorisation in tourism value chains.