Literary tourism

ǂthe ǂrole of Russian 19th century travel literature in the positioning of the smallest European royal capital - Cetinje

Andriela Vitić-Ćetković (Author), Ivona Jovanović (Author), Jasna Potočnik (Author)

Abstract

Increasing competition on the global tourism market forces numerous tourist destinations to create a specific image and diversify their offers through innovative and sustainable tourism products. In view of this, there is a range of possibilities for utilizing historical resources, tangible and intangible cultural heritage, including travel literature, which has not been considered in Montenegro thus far in the context of potentials for enhancing the tourist offer. This paper is focusing on the research of travel literature by 19th century authors from Russia who wrote about Cetinje and Montenegro, as well as the possibilities of creating a destination image and diversified experience for specific market niches, primarily the tourists from Russia who have been among the most numerous in Montenegro. The expected outcome of the research is to point out the importance of valorisation of Russian traveler literature in the context of creating a destination image. Considering the negative propaganda of a part of the media in Russia when Montenegro entered NATO in 2017, it is expected that this Balkan and Adriatic country, whose primary business is tourism, will have to identify and acquire state-of-the-art modalities for attracting new target segments from the Russian Federation. In this paper, literary tourism with the concepts of town - museum, town of books and storytelling, as marketing communications tools, are proposed to promote the revival and valorization of historical events, historical figures and Cetinje's former image in the positioning of the tourism destination, also in the conte xt of sustainable tourism development.

Keywords

potopisi;literarni turizem;kulturna dediščina;podoba destinacije;umeščanje destinacije;zgodbarjenje;Črna Gora;Cetinje;travel literature;literary tourism;heritage;destination image;destination positioning;storytelling;Monte Negro;

Data

Language:	English
Year of publishing:	2020
Typology:	1.01 - Original Scientific Article
Organization:	UM FT - Faculty of Tourism
Publisher:	Zgodovinsko društvo za Južno Primorsko
UDC:	338.48:82(497.16)
COBISS:	16493059
ISSN:	1408-5348
Views:	15
Downloads:	0
Average score:	0 (0 votes)
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Other data

Secondary language:	Italian
Secondary title:	Literarni turizem
Secondary abstract:	Velika konkurenca na turističnem trgu sili destinacije, tudi Črno goro, k nenehnemu dopolnjevanju in nadgrajevanju turistične ponudbe in podobe destinacije. V procesih znamčenja in ustvarjanja podobe destinacije je izjemno pomembna vloga kulturne dediščine, tudi literarne, ki v Črni gori še ni dobila ustreznega mesta med turističnimi produkti. Članek na osnovi terenskega raziskovanja v prestolnici Cetinje, pregledovanjem gradiva v tamkajšnji Nacionalni knjižnici Črne gore, z analizo delno strukturiranih intervjujev s turističnimi deležniki na Cetinju ter z uporabo narativne analize potopisov ruskih avtorjev Aleksandra Aleksandrova, Jevgenija Markova, Princa Golitsina in Mihaila Petroviča Varave, analizira možnosti vključitve bogate literarne dediščine Črne gore v njeno turistično ponudbo in umeščanje na globalnem turističnem trgu, še posebej v luči odnosov med Rusijo in Črno goro, ki se spreminjajo s pridružitvijo te balkanske in jadranske države zvezi NATO in s približevanjem Evropski uniji. V prestolnici Cetinje prevladujejo ruski obiskovalci, prav tako predstavljajo ruski turisti pomemben delež v vsej Črni gori, nenazadnje so tudi lastniki veliko nepremičnin. Kljub spreminjajočim se odnosom med Rusijo in Črno goro si Črna gora prizadeva ohraniti delež ruskih turistov in privabiti nove segmente gostov iz Rusije. Raziskava ugotavlja, da je literarni turizem s koncepti mesta - muzeja, mesta knjig in zgodbarjenja primerno orodje oziroma strategija za ustvarjanje trajnostnih produktov na osnovi (ruske) literarne dediščine, ki bodo Cetinje in Črno goro ustrezno umestili na globalnem turističnem trgu, oblikovali želeno podobo destinacije, privabili nove segmente turistov in pripomogli k ohranjanju kulturne dediščine.
Secondary keywords:	potopisi;literarni turizem;kulturna dediščina;podoba destinacije;umeščanje destinacije;zgodbarjenje;Črna Gora;Cetinje;
Type (COBISS):	Scientific work
Pages:	str. 81-98
Volume:	ǂLetn. ǂ30
Issue:	ǂšt. ǂ1
Chronology:	2020
DOI:	10.19233/ASHS.2020.06
ID:	22635411