University of Zagreb, Faculty of Economics and Business Zagreb
Abstract
Turizam je velik i složen sustav koji, ukoliko želi dugoročno biti uspješan, treba u svom planiranju i razvoju implementirati osnovne postulate održivosti. U kreiranju takvoga razvoja značajnu ulogu ima javni sektor, no i dobrovoljne inicijative, posebno kada se radi o kreiranju odre¬đenih mjera usmjerenih prema ponašanjima turista te povećanju svijesti o učincima njihova neadek¬vatnog i neodgovornog ponašanja. U radu se daje prikaz najvažnijih dobrovoljnih inicijativa i pravila ponašanja u turizmu te se analizira njihov utjecaj na ponašanje sudionika u turističkim kretanjima. U fokusu su globalne i lokalne dobrovoljne inicijative usmjerene na ponašanje u turizmu ili tkz. Codes of Conduct. Na globalnoj i lokalnoj razini postoji značajan broj ovakvih pravila, no ona nisu unifici¬rana i često su vrlo teško dostupna. Njihova implementacija nije jednostavna te bi upravo u tom seg¬mentu odgovorni marketing trebao imati važnu ulogu u kojem fokus ne bi bio na pukom privlačenju turista u destinaciju već i njihovoj senzibilizaciji s destinacijom te minimiziranjem negativnih efekata razvoja turizma.Tourism is a large and complex system which, in order to achieve a long term suc¬cess, needs to implement the sustainability principles in the process of its planning and development. A significant role in creating such a development belongs to the public sector. However, as for the creation of certain measures for improvement of the behaviour of tourists and of increasing their awareness of effects that could occur in case of their inadequate and irresponsible behaviour, volun¬tary initiatives tend to have an even greater importance. This paper gives an overview of the most im¬portant voluntary initiatives and codes of conduct in tourism and discusses their impact on the be¬haviour of all participants in tourism. The focus is on the global and local voluntary initiatives concerned with the behaviour of tourists, the so-called Codes of Conduct. A significant number of these codes exist at the global and local level, but they are not unified and are often very difficult to trace. The implementation of codes of conduct is often rather difficult, which is why the application of responsible marketing becomes almost necessary. The focus of responsible marketing should not be the pure attraction of tourists to the destination, but also their sensitization to the desti¬nation, as well as minimizing the negative effects of tourism development
