absorption capacity of all those resources (both natural and social) that will satisfy the needs of tourists. The fact is that precisely the qualities and characteristics of resources satisfy the needs of tourists and in that sense a certain resource will attract and attach to only those segments of tourism demand that will be able to satisfy its needs on the basis of its qualities and characteristics. This opens the way for defining, on the basis of such qualities, the types and forms of tourism which may be developed at a certain destination. It is undoubted that there are close links between cultural heritage and tourism and that one significantly influences the other through its existence and change. Cultural heritage has value in bearing witness to human skills and art, in representing the masterworks of a certain period, and as an immediate frame of life adjusted to periods in history and conditioned by the social position of its users. It changes in the course of time, and it may be more appropriate to preserve those elements that are more important and more stable in a society. The different uses of historical buildings and their transformation, the richness and variety of styles and decoration in different historical epochs indicate how difficult it is to protect and preserve them, in particular for the
purposes that are not suitable for modern times. Such buildings form a constituent part of a cultural landscape outside inhabited areas and contribute to its personality and distinctiveness. For that reason, cultural heritage monuments must be completely free of political and other influences which are harmful for the preservation of such heritage. Cultural monuments are the most frequent victims of different interests, in particular those stimulated by capital and the pursuit of profit. The protection and preservation of cultural and natural goods should never depend on changes in the political system, change of the dominant political party, change of governments and responsible officials, some of whom like this sector, some who like it a little less and others who completely dislike it. Scientific research in this area could contribute significantly to the more successful and higher quality protection and preservation of cultural goods. These scientifically defined possibilities in an economic sense make it possible to classify culture among profitable activities, both independently and as part of the tourism economy. Cultural heritage’s offer intensifies the positive influence of tourism on this heritage, and vice versa, and reduces the negative impact of tourism on people living in a certain area or on those coming to this area. A modern environment in which tourism and economic factors are active is characterised by a high degree of instability and by dynamic change which affect external business conditions, which cannot be controlled by micro-organisational units, and which must be identified and adapted to in order to survive. A marketing strategy for the
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- Spring '16
- Marketing, cultural heritage, Cultural tourism