The Role of Klapa Singing in the Pomotion of Cultural Tourism in Omiš: Visitors' Attitudes And Opinions

Abstract

Cultural tourism is a form of tourism which opens cultural and historical heritage to tourists, adapting the tourist offer to their demands. Klapa singing makes part of Croatian cultural heritage. This tradition older than 150 years gained a confirmation on its value through the inclusion at the UNESCO list of Intangible Heritage of Humanity, so it can be considered as a valuable resource in creation of the cultural offer in tourism. The goal of this research was to show how the Basic principles of four phase public relations model can help create the cultural offer in a more quality way. 283 respondents answered on the structured questionnaire which helped us obtain the information on their social and demographic status, attitudes towards the offer in Omiš, klapa singing and the offer to listen klapa singing. Based on the results obtained through questioning of their opinions and attitudes, we stated their perception of the klapa singing offer in town, as well as some disadvantages of the offer. Unsufficient informing of tourist, the lack of information on klapa singing and the bad offer proved to be main problem in the offer of Omiš. In the discussion, we suggested some methods which could help in offer improvement. In this way it has been shown how to keep planned relations with tourist public, which has been somewhat neglected method of communication with tourists since now.

DOI: 10.5901/mjss.2015.v6n2s1p177