PREGLEDNI RAD REVIEW JEL classification: L83,Q01 Sánela ... · KLJUCNE RIJECI: odrzivi razvoj,...

PREGLEDNI RAD REVIEW

UDC/UDK 338.484:502.131.1

JEL classification: L83,Q01

Kristina BUCAR*

Sánela S K O R I C "

Darko PREBEZAC***

PRAVILA P O N A S A N J A U TURIZMUI NJIHOV UTJECAJ NA ODRZIVI TURIZAM

CODES OF CONDUCT IN TOURISM ANDTHEIR IMPACT ON SUSTAINABLE TOURISM

SAÉETAK: Turizam je velik i slozen sustav koji, ukoliko zeli dugorocno biti uspjesan, treba usvom planiranju i razvoju implementirati osnovne postulate odrzivosti. U kreiranju takvoga razvojaznacajnu ulogu ima javni sektor, no i dobrovoljne inicijative, posebno kada se radi o kreiranju odre-denih mjera usmjerenih prema ponasanjima turista te povecanju svijesti o ucineima njihova neadek-vatnog i neodgovomog ponasanja. U radu se daje prikaz najvaznijih dobrovoljnih inicijativa i pravilaponasanja u turizmu te se analizira njihov utjecaj na ponasanje sudionika u turistickim kretanjima. Ufokusu su globalne i lokalne dobrovoljne inicijative usmjerene na ponasanje u turizmu ili tkz. Codesof Conduct. Na globalnoj i lokalnoj razini postoji znacajan broj ovakvih pravila, no ona nisu unifici-rana i cesto su vrlo tesko dostupna. Njihova implementacija nije jednostavna te bi upravo u tom seg-mentu odgovomi marketing trebao imati vaznu ulogu u kojem fokus ne bi bio na pukom privlacenjuturista u destinaciju vec i njihovoj senzibilizaciji s destinacijom te minimiziranjem negativnih efekatarazvoja turizma.

K L J U C N E RIJECI: odrzivi razvoj, odrzivi turizam, odrzivi marketing, pravila ponasanja u turizmu

SUMMARY: 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 thecreation of certain measures for improvement of the behaviour of tourists and of increasing theirawareness 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 initiativesconcerned with the behaviour of tourists, the so-called Codes of Conduct. A significant number ofthese, codes exist at the global and local level, but they are not unified and are often very difficult totrace. The implementation of codes of conduct is often rather difficult, which is why the applicationof responsible marketing becomes almost necessary. The focus of responsible marketing should notbe the pure attraction of̂ tourists to the destination, but also their sensitization to the destination, aswell as minimizing the negative effects of tourism development.

KEYWORDS: sustainable development, sustainable tourism, sustainable marketing, codes of con-duct in tourism

Dr.sc. Kristina Buéar, Faculty of Economics & Business, Department of Tourism, Kennedy Square 6, Zagreb,E-mail:[email protected]

" Dr.sc. Sánela Skoric, Faculty of Kinesiology, General and Applied Kinesiology, Horvacanski zavoj 15, Za-greb, E-mail:sanela.skoric@kif hr

' " Professor Darko Prebezac, Faculty of Economics & Business, Department of Tourism, Kennedy Square 6, Za-greb, Hrvatska, E-mail:[email protected]

222 Acta turística. Vol 22 (2010), No 2, pp 131-252

1. UVOD

Turizam je jedna od najpropulzivnijihsvjetskih "industrija", ali i glavni pokretacrasta BDP-a u velikom broju zemalja (Reigei Perry, 2000), koje u njemu vide, posebiceone nerazvijene ili slabije razvijene, vrlo iz-glednu priliku za ekonomski napredak te seu planiranju gospodarskog razvoja cestooslanjaju, ali ponekad i snazno ovise o turi-zmu (Butler 1992; Thorseil i Sigaty 2001;Fyall i Garrod 2005). U nacionalnim i glo-balnim okvirima turizam se razvija i odvijau izrazito konkurentnom okmzenju (Reige iPerry 2000) i objedinjuje velik broj subje-kata (privatnih i drzavnih) koji na turistic-kom trzistu nude sirok spektar proizvoda iusluga namijenjenih razlicitim segmentimaturista. U tom kontekstu turizam treba pro-matrati kao velik i slozen sustav, a ne kaojednostavan procès razmjene roba i uslugaizmedu ponudaca i turista. Turizam, kojizeli biti odrziv i uspjesan na dugi rok morau svom planiranju i razvoju uvazavati os-novne postulate odrzivog razvoja i odgo-vomog turizma, pri cemu vrlo cesto mozedoci do konflikta izmedu ekonomske i dm-stvene Perspektive razvoja turizma (npr. po-vecanje broja turista, nocenja, prihoda, ka-paciteta, zaposlenosti, ukljucenosti lokalnogstanovnistva) i razvoja turizma iz perspek-tive okolisa (npr. zastita prirodnih, kultur-nih, povijesnih i dr. resursa).

O brojnosti turista koji posjecuju odre-dene prostore ovisit ce i intenzitet negativ-nih ucinaka na okolis koji se manifestiraju usmanjenju kvalitete zraka, vode, povecanjubüke, promjeni izgleda krajolika, povecanjuurbanizacije, ostecenju flore i faune, i si.(Inskeep, 1991). Tome treba dodati i poten-cijalne negativne utjecaje na domicilno sta-novnistvo u turistickim destinacijama, kaosto su stvaranje guzvi koje otezavaju ilionemogucavaju lokalnom stanovnistvu pri-stup atrakcijama, prevelika komercijaliza-cija i modifikacija lokalnih obicaja i tradi-

1. INTRODUCTION

Tourism is one of the most propulsiveglobal industries, but also the main driver ofGDP growth in most countries (Reig andPerry, 2000). This especially holds tme forundeveloped or less developed countries,which regard tourism as a very promisingopportunity for economic growth. This iswhy these countries when planning theireconomic development often rely on, andsometimes even heavily depend, on tourism(Bufler, 1992; Thorsell and Sigaty 2001;Fyall and Garrod 2005). Tourism is a highlycompetitive industry at national and globallevel (Reig and Perry 2000), which incorpo-rates a large number of subjects (private andpublic) that offer a wide range of productsand services for different segments of tour-ists. In other words, it is not a simple proc-ess of exchanging goods and services be-tween providers and tourists, but rather abig and complex system and should be per-ceived as such. Long-term success and vi-ability in tourism is achieved through appli-cation of the principles of sustainability andresponsible tourism in the process of plan-ning and development. This however, canvery often lead to a conflict between eco-nomic and social perspective (e.g. increasingthe number of tourists, ovemight stays, reve-nues, accommodation capacities, employ-ment, involvement of local population) andenvironmental perspective of tourism devel-opment (e.g. protection of natural, cultural,historical and other resources).

The intensity of negative effects on theenvironment, which are manifested in thereduction of air and water quality, in the in-crease of noise, in changed landscape, in in-creasing urbanization, in damaging floraand fauna, etc., depends on the number oftourists visiting certain areas (Inskeep,1991). Also, some other potentially negativeimpacts on local residents in tourism desti-nations should be added to this list of nega-tive effects, such as creation of traffic jams

K. Bucar, S. Skoric, D. Prebezac: Pravila ponaäanja u turizmu i njihov utjecaj na odrzivi turizam 223

cije, degradacija lokalnog kultumognasljedaidr. (WTO, 1998).

U planiranju i razvoju turizma potrebnoje jasno utvrditi sve ucinke turizma, mini-mizirati one negativne i optimizirati koristikoje on donosi za destinaciju. U tome mo-raju aktivno sudjelovati sve strane involvi-rane u turisticka kretanja - investitori, lo-kalna vlast, ali i turisti. U tom dijelu vrloveliku ulogu ima marketing koji je s vreme-nom dobio sim ulogu od samog privlacenjaturista u destinaciju. Njegova primama za-daca vise nije samo privlacenje turista negoi slanje odgovarajucih pomka potencijalnimturistima koje ce ih senzibilizirati s destina-cijom koju posjecuju i na taj nacin onemo-gucid ili minimalizirati negativne efekte ra-zvoja turizma (Mamsic, Prebezac; 2004, str.357), sto vrlo cesto rezultira razvijanjem od-redenih pravila ponasanja za turoperatore,hotele, ali i turiste.

U radu se daje prikaz najvaznijih dobro-voljnih inicijadva i pravila ponasanja u turi-zmu, analizira njihov utjecaja na ponasanjesudionika u turistickim kretanjima na me-dunarodnom i domacem turisdckom trzistu,te istrazuje medusobna povezanost inicija-tiva i pravila ponasanja i odrzivog turistic-kog razvoja.

2. KONCEPT ODRZIVOGTURIZMA

Turizam se kao dinamicna pojava mani-festira u prostom koji je zbog svojih biotro-pnih i antropogenih svojstava dovoljno at-raktivan da privuce paznju potencijalnihturista, sto posebno istice vaznost ocuvanjaprostora s ciljem odrzivog razvoja. Tome uprilog ide i cinjenica kako lokalno stanovni-stvo postaje sve svjesnije problema neodrzi-vog turizma, dok turisti zahtijevaju sve visestandarde kada je u pitanju okolis (WTO,2002). Pod odrzivim razvoj em u turizmupodrazumijeva se sposobnost turisticke des-dnacije da ostane u ravnotezi s okmzenjem,odnosno sposobnost da ostane kotikurentan

that hinder or prevent the access of localpopulation to tourist attractions, excessivecotnmercialization and modification of localcustoms and traditions, the degradation oflocal cultural heritage, etc. (WTO, 1998).

When planning tourism development itis necessary to clearly identify all possibleeffects of tourism, to minimize the negativeones and to optimize the benefits that itbrings to a particular desdnadon. All partiesinvolved in tourism must be actively en-gaged in the planning of tourism develop-ment - investors, local authorides, as well astourists. Marketing plays a very importantrole in this process, and has gained overtime a much wider significance than that ofjust attracting tourists to a destination. Itsprimary task is not only to attract tourists,but also to send an appropriate message topotential tourists that will sensitize them tothe destination they are visiting and thusprevent or minimize the negative effects oftotirism development (Mamsic, Prebezac,2004, p. 357). These tasks usually result increation of mies of conduct for tour opera-tors, hotels and tourists.

This paper gives an overview of the mostimportant voluntary initiatives and codes ofconduct in tourism; it analyses their impacton behaviour of participants in touristmovements in intemational and domestictourism market, and explores the rela-tionships between inidatives, codes of con-duct and sustainable tourism development.

2. THE CONCEPT OFSUSTAINABLE TOURISM

Tourism, as a dynamic phenomenon,manifests itself in a stirrounding that is, dueto its biotropic and anthropogenic features,attracdve enough to draw the attendon ofpotential tourists. This, of course, emphasizesthe importance of the preservation of areasfor sustainable development. Also, localpopulation is becoming more aware of theproblems connected with unsustainable tour-

224 Acta turistica. Vol 22 (2010), No 2, pp 131-252

na trzistu usprkos pojavi novih i manje po-sjecenih destinacija te da privuce podjed-nako posjetitelje koji se vracaju i one kojidolaze prvi puta (Mamsic, Prebezac,2004:397). Za ovaj oblik turizma cesto sekoristi i izraz "odgovomi turizam" koji pod-razumijeva turizam koji maksimizira pozi-tivne ucinke za lokalnu zajednicu, minimi-zira negativne socijalne i prirodne ucinke tepomaze lokalnom stanovnistvu sacuvatisvoju kultum i okolis (CREST, 2010).

Usporedno s prihvacanjem pojma odrzi-vog turizma i odgovomog turizma, u turi-zmu se pojavio pojam "eko-turizam" kojipodrazumijeva putovanja u prirodna podm-cja pri cemu se stiti priroda i brine o blago-stanju lokalnog stanovnistva (TIES, 1990),ali podrazumijeva i boravak turista u podm-cjima s odredenim stupnjem zastite (npr.nacionalni parkovi) (Vukonic, Cavlek,2001:84). Na vaznost ekoturizma, kao alter-native masovnom i konvencionalnom turi-zmu, ukazuje istrazivanje koje je proveoTIES (The International Ecotourism Socity).Prema ovom izvom, u Europi je 20-30% tu-rista svjesno pofreba i vrijednosti odgovor-nog turizma, a 65% njemackih turista oce-kuje ocuvan okolis u destinaciji kojuposjecuje (TIES, 2006:3).

Zastita okolisa dobila je svoje globaineokvire 1972. godine (Konferencija UN-a uStockholmu) i 1992. (Konferencija o zastitiokolisa. Rio de Janeiro), gdje se istice da jezastita okolisa globalno pitanje, no da uprocesima zastite treba aktivno sudjelovati ilokalna zajednica obzirom da je svaki pros-tor specifican. Ipak, temeljni je dokument oplanovima akcije zastite okolisa za 21. sto-Ijece AGENDA 21 (Global program of Ac-tion on' Sustainable Development). U njegasu uvrsteni principi Bmndtlandove komisijeda se procès produkcije sredstava i gospo-darski razvoj trebaju zadrzati u okvirimakoji osiguravaju poboljsanje kvalitete zi-vota, ali istovremeno vodeci racuna da sepri tome ne ugroze buduce generacije(OECD, 1987). Agenda 21 naglasava kako

ism, and tourists require increasingly higherstandards when it comes to the environmentissues (WTO, 2002). Sustainable develop-ment of tourism represents the ability oftourist destinations to remain in equilibriumwith the environment, i.e. the ability of adestination to remain competitive in the mar-ket despite the emergence of new and lessvisited destinations, and to attract equally theretuming visitors and those who visit a par-ticular destination for the first time (Mamsic,Prebezac, 2004, pp. 397). The term responsi-ble tourism is often used as a synonym forsustainable tourism, implying tourism thatmaximizes the positive effects for the localcommunity, minimizes negative social andnatural effects, and helps local people in pre-serving their culture and environment(CREST, 2010).

Along with accepting the concept ofsustainable and responsible tourism, theconcept of eco-tourism has emerged. It refersto the travel to nature areas while protectingnature and caring about the welfare of localpeople (TIES, 1990), and includes the stay oftourists in areas with a certain degree ofprotection (e.g. national parks) (Vukonic,Cavlek, 2001:84). A sttidy conducted byTIES (The International Ecotourism Society)indicates the importance of ecotourism as analtemative to conventional and mass tourism.According to this source, 20-30% of touristsin Europe are aware of the need and value ofresponsible tourism, and 65% of Germantourists expect preserved environment in thedestination they visit (TIES, 2006:3).

Environmental protection received itsglobal frameworks in the years 1972 whenthe UN Conference in Stockholm was held,and 1992 when the Conference on the Pro-tection of Environment in Rio de Janeirowas organised. The conclusions of the con-ferences stated that environmental protec-tion is a global issue, but the local commu-nity has to actively participate in this proc-ess due to specific characteristics of dif-ferent areas. However, a fundamentaldocument about the environmental action

K. Buêar, S. Skoric, D. Prebezac: Pravila ponaäanja u turizmu i njihov utjecaj na odrzivi turizam 225

se ujedinjavanjem razvojnih interesa i inte-resa zastite zivotne sredine te njihovim pos-tivanjem moze poboljsati zivotni standardljudi, ostvariti veci prinosi, ali istovremeno iostvariti i veca zastita ekosustava te na tajnacin osigurati buducnost covjecanstvu(UN, 1992).

Dok je dio turistickog sustava smatraoda AGENDA 21 i koncept odrzivog razvojapredstavljaju svojevrsno ogranicenje razvojaturizma (WTO, 2002a), UNWTO jeprihvatio ideju i aktivno se ukljucio u zas-titu okolisa brojnim izjavama, deklaraci-jama, programima i akcijama (Skoric,2010:155-161). Prioriteti razvoja definiranisu u Agendi 21 za turizam i industriju puto-vanja (eng. Agenda 21 for Tourism & Tra-vel Industry), i to: procjena kapaciteta pos-tojeceg regulatomog, ekonomskog idobrovoljnog okvira kako bi se postigaoodrzivi razvoj; procjena implikacija aktiv-nosti organizacija na ekonomsko, socijalno,dmstveno i ekolosko okmzenje; stmcnousavrsavanje, edukacija i podizanje razinesvjesnosti javnosti; planiranje za odrzivi ra-zvoj; olaksavanje razmjene informacija, vje-stina i tehnologija o odrzivom turizmu iz-medu razvijenih i zemalja u razvoju;omoguciti sudjelovanje svih sektora dms-tva; dizajniranje turistickih proizvoda kojisu u svojoj srzi odrzivi; mjerenje napretka upostizanju odrzivosti te kreiranje partner-stava za odrzivi razvoj (WTO, 1996).

Na temelju ideja prezentiranih u Agendirazvijen je i jedan od temeljnih dokumenatakojim se promovira odrzivi turizam, "Glo-balni eticki kod u turizmu - za odgovomi tu-rizam" (WTO, 2001). Iako se u dokumentune spominje uloga turista, upravo na temeljunjega su razvijene brojne dobrovoljne inici-jative i dokumenti koji pokusavaju usmjeritiponasanje svih sudionika (onih na strani po-nude, ali i potraznje) u razvoju turizmaprema odrzivom.

plans for the 21*' century is Agenda 21{Global Programme of Action on Sustain-able Development). This document is basedon the principles of the Bmndtland Com-mission, which state that the process of pro-duction and economic development shouldbe achieved within the framework that en-sures the improvement of life quality and, atthe same time, takes into account the wel-fare of future generations (OECD, 1987).Agenda 21 stresses that unification and re-specting both the developmental and envi-ronmental protection interests can improvethe living standards of people, achieyehigher yields and, at the same time, achieyegreater protection of ecosystems thus en-suring the nature of humanity (UN, 1992).

While one pari of tourism industry feltthat Agenda 21 and the concept of sustain-able development represent a kind of a con-straint for tourism development (WTO,2002a), UNWTO has accepted this idea andis actively involved in environmental pro-tection through a number of statements,declarations, programmes and actions (seemore in Skoric, 2010:155-161). Devel-opment priorities are defined in Agenda 21for Tourism & Travel Industry as: assess-ment of the capacity of the existing regula-tory, economic and voluntary framework tobring about sustainable tourism; assessmentof economic, social, cultural and environ-mental implications of the organisation'soperations; training, education and raisingpublic awareness; planning for sustainabletourism development; facilitating exchangeof information, skills and technology relat-ing to sustainable tourism between devel-oped and developing countries; providingfor the participation of all sectors of society;designing tourist products that are sustain-able at their core; measuring progress inachieving sustainable development; and,creating partnerships for sustainable tourismdevelopment (WTO, 1996).

Based on the ideas presented in theAgenda, a Global Code of Ethics for Tour-ism - For Responsible Tourism (WTO,


3. ODRZIVI MARKETING UTURIZMU

U turizmu se marketing cesto poistovje-cuje s promocijom ili oglasavanjem te mu sezamjera da utjece na promjene ponasanja tu-rista na nacin da promovira materijalistickoi konzumeristicko dmstvo u kojem se statusstice brojem i vrstom destinacija i/ili turis-tickih aktivnosti koje su turisti posjetili ilipoduzeli (Batra, 2006). Ovakvo klasicnoshvacanje marketinga Kotier (1994) je rede-finirao i prosirio dodajuci mu dimenzijuodrzivosti na nacin da pri postizanju zelje-nog zadovoljstva potrosaca poduzeca mo-raju voditi racuna i o opcoj dobrobiti potro-saca, ali i dmstva u cjelini.

Unistavanje izvomih prirodnih resursa,autenticnih ambijenata, problemi u raspod-jeli prihoda od turizma, snazan ekonomskipritisak na brz i nekontroliran razvoj desti-nacije, samo su neke od etickih dilema skojima se danas susrecu donosioci u plani-ranju i razvoju turistickih destinacija. Vaznuulogu u rjesavanju ovog paradoksa imamarketing, ali ne marketing zasnovan natradicionalnoj koncepciji (klasicnoj eko-nomskoj paradigmi), nego marketing ute-meljen na filozofiji odrzivosti (Mamsic,Prebezac, 2004). Tako utemeljen konceptmarketinga treba u maksimiziranju profitavoditi racuna o dmstvu, potrosacima i oko-lisu. Tri osnovne dimenzije odrzivog mar-ketinga prikazane su na Slici 1.

2001) was developed as one of the funda-mental documents promoting sustainabletourism. Although the document does notmention the role of tourists, it is due to thisdocument that a number o voluntary initia-tives and documents were later developed.These initiatives attempt to guide the be-haviour of all participants (both supply anddemand) in the development of tourism to-wards sustainability.

3. SUSTAINABLE MARKETINGIN TOURISM

In tourism, marketing is often identifiedwith the promotion or advertising, and re-sented for influeneing behavioural changesof tourists by promoting a materialistic andconsumerist society in which status is ac-quired by the number and type of destina-tions and/or tourism activides that touristshad visited or undertaken (Batra, 2006).Kotier (1994) has redefined this classicalunderstanding of marketing and expanded itby adding a dimension of sustainability sothat companies, while achieving a desiredcustomer satisfaction, must take into ac-count the general welfare of consumers andsociety as a whole.

Destmction of native natural resourcesand authentic ambience, problems in thedistribution of tourism revenues, strongeeonomie pressure on the rapid and uncon-trolled development of the destinations, rep-resent only some ethical dilemmas that de-cision-makers encounter when planning anddeveloping tourism destinations. Marketingplays an important role in resolving thisparadox, but it is marketing based on thephilosophy of sustainability that is impor-tant and not marketing based on a traditionalconeept (classical economic paradigm) (Ma-msic, Prebezac, 2004). Sustainable market-ing should take care of society, consumersand the environment while maximising theprofits. Three dimensions of sustainablemarketing are shown in Figure 1.

K, Buíar, S, Skoric, D, Prebezac: Pravila ponaäanja u turízmu i njihov utjecaj na odrzivi turízam 227

Slika 1: Model odrzivog marketinga

DRUâTVO:Filozofija: druStvena praviinostDruétveno oriientirani mari<etina"opta dobrobit", "ispravan" proizvod za druätvoCilj: Korist za druätvo, pravednostRazmjena: neprofitan poyod radi dmStvene pravünosti

EKONOMIJA:Filozofija: antropoœntrionostMaritetina oriientiran premaPotro&aiu/zeieni mari^etinaspecijaiizirani (zeleni) proizvodiZa ciljna tr¿iStaCilj: zadovoljstvo potro§a£a iPoduzeéaRazmjena: proizvodi radi profita

ODR¿IVIMARKETING OKOLlâ:

Fiiozofija:biocentriônost/ekocentriinostEnvironmentai Mi(t. Orientation(eko/zeleni) proizvod u zdravijemokoiiSuCiij: Zdrav okolii, kvalitetan okoli§Razmjena: simbiozan odnos:koriStenJe i oiuvanje resursa

Izvor: Prilagoâenoprema Jamrozy 2007:124

Figure 1: Model of Sustainable Marketing

SOCIETY:Phiiosophy: Sodal JusticeSocietai tiAift. Orientation"Cause", "Good" Product for SocietyGoal: Benefit of Society, EquityExchange: Non-profit Cause for Just Society

ECONOMY:Philosophy: AnthropocentricConsumer/Green/t^i<t. OrientationSpeciaiized (Green) Products forTarget MarketsGoal: Satisfaction of Customer andCompanyExchange: Product for Profit

SUSTAINABLEMARKETING

ENVIRONMENT:Philosophy: Biocentric/EcocentricEnvironmentai t\Ai<t. orientation(Eco/Green) Products in HealthierEnvironmentGoai: Healthy Environment, QualityEnvironmentExchange: Symbiotic Relation:Resource "Use" and Preservation

Source: Adapted according to Jamrozy 2007:124.

228 Acta turistica. Vol 22 (2010), No 2, pp 131 -252

Predlozeni model odrzivog markedngaobjedinjuje tri dimenzije odrzivosd - eko-nomsku odrzivost, dmstvenu pravicnost izastitu okolisa. Iako model ne zahtijeva pot-punu ravnotezu komponenti na kojima setemelji, fokusiranje na samo jednu dimen-ziju modela (pa makar to bila dmstvena iliekoloska) predstavljalo bi znacajno ograni-cavanje potencijala koje nudi marketing zapotrebe upravljanja razvoj em turisticke des-tinacije. Upravo dobrovoljne inicijative, od-nosno pravila ponasanja u turizmu, medubrojnim instmmentima i tehnikama koje suna raspolaganju onima koji se bave planira-njem i razvojem, mogu posluziti kao koris-tan alat u planiranju i implementaciji kon-cepta odrzivog marketinga i odgovomogturizma.

The proposed model of sustainable mar-keting integrates three dimensions of sus-tainability: economic viability, social equityand environmental protection. Although themodel does not require the complete balanceof components on which it is based, focusingon only one dimension of the model (regar-dless of it being social or environmental)would represent a significant limitation of thepotential that marketing has in managingdevelopment of tourism destinations. It isvoluntary inidadves, namely the mies ofconduct in tourism, among the many instm-ments and techniques that are available tothose involved in planning and development,which can serve as a useful tool in planningand implementing the concepts of sustainablemarketing and responsible tourism.

4. DOBROVOLJNE INICIJATIVEODRZIVOG TURIZMA

U kreiranju uvjeta za ostvarivanje odrzi-vosti u turizmu znacajnu ulogu ima javnisektor, kako na nacionalnoj tako i na lokal-noj razini, donosenjem zakona i mjera. No, idobrovoljne inicijative iz kojih rezultirajuodredene mjere i aktivnosti cesto mogu bitinajucinkovitije rjesenje (WTTO & IHRA,1999). Pod dobrovoljnim inicijativama sepodrazumijeva "dobrovoljni razvoj i imple-mentacija projekata ili omda kojima se sd-muliraju dobavljaci u turizmu da poboljsajusvoje aktivnosti prema okolisu i dmstvu iz-nad onih zakonski obveznih... Iniciraju ih ivode gmpe individualnih turistickih poslov-nih subjekata i organizacija. Ukljucujusamo-obvezujuce inicijative kao sto su os-nivanje mreza, kodeksa i pravila ponasanjakoji clanove i sudionike obvezuju na nekedobrovoljne korake prema odrzivom turi-zmu, zatim nagrade za inovacije, te eko-oz-nake za proizvode u skladu s okolisem idmstvom u cjelini." (WTO, 2002a: 15-16).Posebno je potrebno naglasiti kako ove ini-cijative, osim sto doprinose odrzivosti turi-zma u destinacijama, kreiraju i nove ele-

4. VOLUNTARY INITATIVES FORSUSTAINABLE TOURISM

Public sector has a significant role increadng the conditions for achieving sus-tainability in tourism through enactment oflaws and measures at both national and locallevel. However, voluntary initiatives whichresult in specific measures and actions canoften be the most effecdve solutions(WTTO & IHRA, 1999). The term volun-tary initiative is understood as a "voluntarydevelopment and implementation of an on-going project or tool to sdmulate suppliersin tourism to improve their environmentaland social performance above legal compli-ance ... They are inidated and led or sup-ported by a group of individual tourismbusinesses or organisations. They includeself-commitment inidatives, such as thefoundation of networks, charters and codesof conduct committing their members andparticipants to voluntary steps towards moresustainable tourism, awards for the recogni-tion of excellent innovadon and Eco-labelsfor good environmental/social performanceof tourism products." (WTO, 2002a: 15-16).It is especially necessary to emphasize thatthese initiatives, apart ft-om contributing to

K., Bucar, S, Skoric, D, Prebezac: Pravila ponasanja u turizmu i njihov utjecaj na odrzivi turizam 229

mente i trzisne uvjete (WTO, 2002a), cimezapravo postaju vazan i koristan instmmentmarketinske strategije odrzivog turizma.Naime, dobrovoljne se inicijative u procesupostizanja vece razine odrzivosd u turizmufokusiraju na tri koraka: podizanje svjes-nosti o problemima i spremnost za pobolj-sanje (putem primjerice, pravila ponasanja,dokumenata i ostalih samo-obvezujucih ini-cijativa), identificiranje i stimuliranje dobrihaktivnosti (primjerice, dodjelom nagrada),te multipliciranje dobrih aktivnosti i podiza-nje standarda (primjerice, eko-oznakama)(WTO, 2002a: 17).

Imajuci na umu dobrovoljnost ovih ini-cijativa, jedan od preduvjeta za njihovokreiranje, provodenje te kontrolu, predstav-lja formiranje partnerstava izmedu svih su-dionika u razvoju turizma. Glavna parmer-stva bi se morala formirati izmedugospodarskih subjekata u turizmu, javnogsektora (radi osiguravanja konzistentnostiokvira) i dobrovoljnog sektora (radi koriste-nja stmcnosti i dobre volje sektora) te jav-nosti (odnosno, turista i lokalnog stanovni-stva) (WTTO & IHRA, 1999).

Praksa u turizmu vec je ponudila nekeodgovore na pitanja odrzivog razvoja u ob-liku razvoja razlicitih dobrovoljnih inicija-tiva kao sto su davanje nagrada za aktivnostivezane uz zastitu okolisa, kreiranje pravilaponasanja, izdavanje certifikata, ali i razvojprograma edukacije te eko-oznaka (WTTC,IFTO, IH&RA, ICCL, 2002). Prema istrazi-vanju Fischera et.al. (2005), medu najvaz-nije neobvezujuce standarde koji pmzajuokvir za poslovanje poduzeca u turizmuspadaju Globalni eticki kodeks ( GlobalCode of Ethics for Tourism) Svjetske turis-ticke organizacije, Medunarodni standardi uekoturizmu (International Ecotourism Stan-dards), Green Globe 21 (ima licencu za di-stribuciju i upravljanje Medunarodnim stan-dardima u ekoturizmu), Plava zastava, tePrincipi koalicije za ekonomije koje se po-nasaju odgovorno prema okolisu ( Coalitionfor Environmentally Responsible EconomiesPrinciples).

sustainability of tourism destinations, createnew elements and market conditions (seeWTO, 2002a) which makes them animportant and usefial instmment of market-ing sfrategy for sustainable tourism. Specifi-cally, in the process of achieving higherlevels of sustainability in tourism, voluntaryinitiatives focus on three steps: raising theawareness of problems and willingness toimprove (for example, through codes ofconduct, documents and other self-commit-ment initiatives), identifying and stimulat-ing good acfivities (e.g. awarding prizes),the multiplication of good practices andraising standards (for example, eco-labels)(WTO, 2002a: 17).

Bearing in mind the voluntary aspect ofthe initiatives, one of the prerequisites fortheir creation, execution and control is theformation of partnerships between all stake-holders in tourism development. Main part-nerships should be formed between touristindustry and public sector (to ensure con-sistency of the frame), tourism industry andvoluntary sector (to use the expertise andgoodwill of the sector) and tourist industryand the public (i.e. tourists and locals) (seeWTTO & IHRA, 1999).

Tourism practice has already offeredsome answers conceming the issues of sus-tainable development in the form of devel-opment of various voluntary initiatives suchas giving awards for activities related to en-vironmental protection, creating codes ofconduct, issuing certificates and developingtraining programmes and eco-labels (seeWTTC, IFTO, IH&RA, ICCL, 2002). Ac-cording to the research by Fischer et al.(2005), among the most important non-binding standards that provide a frameworkfor business enterprises in tourism, are theGlobal Code of Ethics for Tourism fromWorld Tourism Organization , IntemationalEcotourism Standards, Green Globe 21 (li-censed for disfribution and management ofIntemational standards in eco-tourism). BlueFlag and Coalition for Environmentally Re-sponsible Economies Principles.


Nadalje, iako vecina poduzeca u turizmuima sustave upravljanja okolisem (Envi-ronmental Management Systems), pokazalose daje naro cito tesko potaknuti mala i sre-dnja poduzeca na sudjelovanje u aktivnos-tima postizanja odrzivog razvoja (WTTC,IFTO, IH&RA, ICCL, 2002). Tako je i is-trazivanje Horobina i Longa (1996) poka-zalo kako mnogi vlasnici malih turistickihtvriki priznaju znacaj odrzivog turistickograzvoja, ali u implementaciji ovakvog raz-voja ne identificiraju svoju ulogu kao cen-tralnu. Iskustva pak iz spanjolskih hotelapokazuju da, iako svi priznaju utjecaj turis-tickih aktivnosti na okolis, dmstvo i ekono-miju, skloni su prenosenju odgovomosti nadmge Subjekte kao sto su vlasti, potrosaci iliposrednici (Ayuso, 2006). Unatoc navede-nom, izvjestaji UNWTO-a (2002) navodekako se kod gospodarskih subjekata u turi-zmu, narocito u hotelima primjecuje poste-pena, ali rastuca i siroka primjena tehnikaupravljanja okolisem te povecana upotreba ipopulamost dobrovoljnih pristupa kao sto susustavi ceriifikacije, eko-oznake, nagrade ipravila ponasanja. Brojne inicijative za raz-voj odrzivog turizma potekle su i od turope-ratora. Posebno su znacajnu ulogu imali ukreiranju pravila ponasanja za turoperatore ituriste na Antarktiku (Splettstoesser, 2000).Jos 1990. godine kreirane su smjemice, od-nosno Pravila ponasanja. Godinu daña kas-nije sedam je turoperatora formiralo IAATO(eng. International Association of Antar-ctica Tour Operators) te formalno usvojilodotadasnje prepomke o ponasanju za turo-peratore i turiste. Kreirane su brosure nasest jezika koje su se distribuirale turopera-torima i putnicima. Vaznost ove organiza-cije ogleda se i u cinjenici kako njezinipredstavnici sudjeluju i na sastancima An-tarktickog sporazuma (Antarctic Treaty). Natemelju spomenutih pravila ponasanja 1994.godine na sastanku u Kyotou clanice spora-zuma kreirale su i Prepomku ATCM XVIII-1 Smjernice za posjetitelje i turoperatore,no one jos nisu usvojene (ATS, 2010). Uokvim UNWTO-a 2002. godine osnovano

Furihermore, even though majority ofenterprises in tourism apply EnvironmentalManagement Systems, it has been shownthat it is pariicularly difficult to encouragesmall and medium enterprises to participatein activities concemed with achieving sus-tainable development (WTTC, IFTO, IH &RA, ICCL, 2002). Thus, the research byHorobin and Long (1996) also showed thatmany owners of small tourism enterprisesrecognize the imporiance of sustainabletourism development, but in the implemen-tation of this development they do not iden-tify their role as being a central one. How-ever, the experience of Spanish hotels hasshown that although they all acknowledgethe impact of tourist activities on the envi-ronment, society and economy, they tend totransfer responsibility to other subjects suchas govemments, consumers and intermedi-aries (Ayuso, 2006). Despite the previouslymentioned, statements from UNWTO(2002) report that in tourism enterprises,particularly hotels, a gradual but growingand widespread use of environmental man-agement techniques and an increased useand popularity of voluntary approaches suchas ceriification systems, eco-labels, awardsand mies of behaviour can be observed. Anumber of initiatives for sustainable tourismdevelopment also came from tour operators.They had an especially imporiant role increating the codes of conduct for tour op-erators and tourists on Antarctica (see morein Splettstoesser, 2000). Back in the year1990 the guidelines were created, namedCode of Conduct, and a year later seven touroperators formed IAATO (International As-sociation of Antarctica Tour Operators) andformally adopted the recommendations forthe behaviour of tour operators and tourists.Brochures were published in six languagesand distributed to travellers and travelagents. The importance of this organizationis reflected in the fact that their representa-tives pariicipate in the meetings of the Ant-arctic Treaty. Based on these mies of con-duct, in 1994 at the meeting in Kyoto,

K. Buéar, S. Skoric, D. Prebezac: Pravila ponaäanja u turizmu i njihov utjecaj na odrzivi turizam 231

je udmzenje "Inicijadva Turoperatora - zaodrzivi razvoj turizma" (TOI, 2010) kojepodupire poslovanje koje minimizira nega-tivne ekonomske, prirodne i soeijalneucinke te razvoj odgovomog turizma i im-plementaciju mnogih pravila ponasanja.

Upravo u razvoju sve vise svijesti oocuvanju okolisa, dio gospodarskih subje-kata u turizmu vidi mogucnost jos brzeg ra-zvoja i sve veceg privlacenja turista uz is-tovremeno ocuvanje turistickih resursa. Iakoje rijec o hvale vrijednim inicijadvama kojezaista predstavljaju iskorak u poslovanjuovih turistickih subjekata, one same za sebenisu dovoljne. Naime, postizanje odrzivostipodrazumijeva promjenu ponasanja ne samou poslovanju hotela i turoperatora. Sve nji-hove aktivnosti nece dati rezultata i posticizeljene ciljeve ukoliko se i korisniei njiho-vih usluga, ne pocnu ponasati na isti nacinili ne budu zahtijevali takav odnos premarazvoju. Upravo zbog toga turisd i njihovoponasanje na turistickom putovanju preds-tavljaju izuzetnu vaznu kariku u procesu po-stizanja odrzivosti u turizmu.

5. PRAVILA P O N A S A N J A U

TURIZMU

U novije vrijeme motivaciju i ponasanjeturista pri izbom turisticke destinacije svevise karakterizira selektivniji izbor destina-eije, pridavanje vece paznje dozivljaju ikvaliteti, tradiciji, kulturi i interakciji s lo-kalnim stanovnistvom te veca osjetljivostturista na ocuvanost okolisa destinacije(WTO, 2002). Stoga, istrazivanje pravilaponasanja u turizmu postaje vrlo aktualanistrazivacki problem.

5.1. Istrazivanje ponaSanja turista

U procesu donosenja odluke o izbom tu-risticke destinacije suvremeni turisti su vrlozainteresirani za dobivanje detaljnijih in-formacija o tome kako se ponasati u desti-

ATCM Recommendadon XVIII-1 Guide-lines for Visitors and Tour Operators werecreated by the members of agreement, buthave not yet been adopted (ATS, 2010); In2002 an association "Tour operators' ini-tiadve - for sustainable tourism develop-ment" (TOI, 2010) was established as a partof UNWTO. Initiative supports businessesthat minimize the negative economic,natural and social impacts, the developmentof responsible tourism and the implementa-tion of many mies of conduct.

It is in developing a higher environ-mental awareness in particular that a part ofthe tourism industry sees possibilities forfaster development and attraction of agrowing number of tourists, while preserv-ing the resources at the same time. Althoughthese are praise-worthy initiatives that tmlyrepresent a step forward in business, theythemselves are not sufficient. Specifically,the achievement of sustainability implies achange in behaviour not only in business ofhotels and tour operators. All their acdonswill not provide results and achieve desiredgoals if their serviee users, the tourists, donot start to behave in the same way or ifthey do not require such an attitude towardsdevelopment. That is why tourists and theirbehaviour during their travel are a very im-portant link in the process of achieving sus-tainability in tourism.

5. CODES OF CONDUCT INTOURISM

In recent years, the motivation and be-haviour of tourists while choosing a tourismdestination is characterized by a selectivechoice of a destination, assigning greaterattention to the experience and quality, tra-dition, culture and interaction with locals,and an increased sensitivity to environ-mental preservadon of the destinations(WTO, 2002). Therefore, researching thecodes of conduct in tourism is becoming avery topical research problem.

232 Acta turística. Vol 22 (2010), No 2, pp 131 -252

naciji, ali i kakva je ponuda destinacije kadaje u pitanju politika ocuvanja okolisa. Takoprimjerice, prema istrazivanju ECOT-RANS-a, 20% Nijemaca bi pozdravilo jasnoisticanje informacija o ponudi koja je uskladu s okolisem u katalozima aranzmanaturoperatora ili opcim informacijama osmjestaju i destinaciji. Prije negó uplateodabrano putovanje 50% Britanaca zeli saz-nati nesto vise o lokalnim dmstvenim pita-njima i okolisu destinacije, a za njih 75%vazno je da turoperatori ukljuce u svoje ka-taloge aranzmana informacije o tim pita-njima. Prema istom istrazivanju 82% Nizo-zemaca smatra da je integriranje informacijao okolisu u kataloge aranzmana dobra ideja,dok bi njih 73% koristilo ove informacijepri odabim konkretnog smjestaj a u destina-ciji (ECOTRANS, 2010). IstrazivanjeGoodwina (2005) ukazuje na to da je 59%britanskih turista spremno piatiti vise zaputovanje ako no vac ide za vece place i bo-lje radne uvjete zaposlenih u turizmu u des-tinaciji, ocuvanje okolisa i smanjenje nega-tivnih ucinaka u lokalnom okmzenju kaoposljedice turistickih aktivnosti.

Iz dana u dan povecava se udio turistakoji prije putovanja zele biti upoznati s utje-caj ima turizma na destinaciju i sve je vecibroj onih koji su svjesni negativnih poslje-dica vlastitih turistickih aktivnosti u desti-naciji (Williams i Ponsford, 2009). No,unatoc pozitivnim i ohrabmjucim trendo-vima, razina odgovomog ponasanja turistaprema okolisu nije zadovoljavajuca. Postojinedostatak kvalitetnih informacija o tomedo koje mjere su turisti upoznati s negativ-nim utjecaj ima koji su rezultat njihovog bo-ravka u destinaciji te pridrzavaju li se naadekvatan nacin mjera zastite okolisa tije-kom putovanja (Miller, 2010). Naime, pot-raznja za turistickim uslugama uvjetovana jerazlicitim cimbenicima, kako objektivnim(npr. dohodak, slobodno vrijeme), tako i su-bjektivnim (moda, oponasanje, prestiz).Kako vecinu turista generiraju, trzista visokorazvijenih zemalja, logicno je da je i njihovoponasanje determinirano okmzenjem iz ko-

5.L Investigation of tourists'behaviour

In the process of deciding on the choiceof tourism destinations modem tourists arevery interested in finding detailed informa-tion on how to behave in a destination, butalso what is offered in it when it comes toenvironmental protection policy. For exam-ple, according to research by ECOTRANS,20% of Germans would welcome a clearemphasis of information about the offer thatis in harmony with the environment in thecatalogues of tour operators or in the gen-eral information about accommodation anddestination. Before payment for a selectedtravel is made, 50% of the British want tofind out more about local social issues andenvironment in a destination, and for 75%of them it is important that tour operatorsinclude infonnation about these issues intheir catalogues. According to the same sur-vey, 82% of the Dutch population considerthe integration of environmental informationin the catalogues a good idea, while 73% ofthem would use this information whenchoosing a specific accommodation in a des-tination (ECOTRANS, 2010). Research byGoodwin (2005) indicates that 59% of Brit-ish tourists are willing to pay more for a tripif money is spent for a better pay and work-ing conditions of tourism employees in adestination, for preservation of the environ-ment and for the reduction of negative effectson the local environment as a result of tour-ism activities.

The number of tourists who Wish to be-come familiar with the impacts of tourism ina destination rises on daily basis, and there isalso an increasing number of those who areaware of negative consequences of their owntourism activities in a destination (Williamsand Ponsford, 2009). However, despite posi-tive and encouraging trends, the level of re-sponsible behaviour of tourists towards theenvironment is not satisfactory. There is alack of information about the extent to whichtourists are familiar with the negative im-

K. Bucar, S. Skoric, D. Prebezac: Pravila ponasanja u turizmu i njihov utjecaj na odrzivi turizam 233

jeg dolaze, sto vrlo cesto moze biti u sup-rotnosti s lokalnim obicajima destinacijekoju posjecuju (Cole, 2006). Pomanjkanjeinformacija o tim inter-kulturoloskim razli-citostima ili ekoloskim standardima i inici-jativama u turizmu moze vodid u neadek-vatno, ponekad nesvjesno, ponasanje turistau desdnaciji (UNCSD NGO, 1999). Podatakda samo 3 do 19% njemackih, odnosno 6%nizozemskih turista, poznaje eko-oznake uturizmu, izuzimajuci Plavu zastavu s kojomje upoznato njih 27% (ECOTRANS, 2010),ukazuje na potrebu provodenja konkretnihakcija i inicijadva koje ce podici razinu in-formiranosti i educiranosti turista.

5.2. Elementi pravila pona§anjaturista

Potreba kreiranja odredenih mjera,usmjerenih prema turisdma i povecanjusvijesti o ucincima koje njihovo neadekva-tno i neodgovomo ponasanje moze imati nadestinaciju u kojoj provode svoj odmor, po-staje jedan od prioriteta u planiranju odrzi-vog i odgovomog turizma, jer ukoliko samituristi nisu svjesni potrebe ili pro-aktivno netraze vécu zastupljenost odrzivih proizvodai usluga u ukupnoj turistickoj ponudi, ondato nece biti niti dugorocni interés same in-dustrije (WTTO & IHRA, 1999).

Na ponasanje turista moze se utjecatiborbom protiv neodrzivih oblika turizma(sankcioniranje neprihvatljivog ponasanja idestimuliranje neprikladnog ponasanja), ali ipromocijom odgovomih i odrzivih oblikaponasanja (promoviranje pozitivnih iskus-tava i poticanje odgovomog ponasanja). Zato SU na raspolaganju razliciti instmmend:zakonske mjere - pravila, propisi, kazne; tr-zisni instmmend - porezi; financijske pot-pore pozidvnim iskustvima; pravila ponasa-nja; te informiranje, edukacija i istrazivanje(UNCSD NGO, 1999).

U fokusu ovog rada su globalne i lo-kalne dobrovoljne inicijative usmjerene naponasanje u turizmu (pravila ponasanja ili

pacts resulting from their own stay in a desd-nation, and whether they adequately complywith environmental protection measuresduring their travel (Miller, 2010).

Specifically, demand for tourist servicesis conditioned by various factors, both ob-jecdve (e.g. income, leisure time) and sub-jective (fashion, imitadon, presdge). Sincemost tourists arrive ftom highly developedcountries, it is logical that their behaviour isdetermined by the environment that theycome from, which can very often be in con-fiict with local customs of the destinationsthey are visidng (Cole, 2006). Lack of in-formation on this intercultural diversity orenvironmental standards and initiatives intourism can lead to inadequate behaviour,sometimes unconsciously, of tourists in adesdnadon (UNCSD NGO, 1999). The factthat only 3 to 19% of German and 6% ofDutch tourists recognize the eco-label fortourism, with the exception of the Blue fiag,with which 27% (Ecotrans, 2010) arefamiliar, points to the need for implementa-tion of specific actions and initiatives thatwill raise the level of awareness and educa-tion of tourists.

5.2. Elements of the codes of conducts

The need to create specific measuresaimed at tourists and increasing awarenessabout the effects their inappropriate and ir-responsible behaviour may have on the des-tination in which they spend their holidaysbecomes one of the priorities in the planningof sustainable and responsible tourism. Thisis mostly due to a fact that if the touriststhemselves are not aware of the need tochange their behaviour, or they are not pro-actively seeking greater share of sustainableproducts and services in the total offer, itwill neither be a long-term interest of theindustry itself (WTTO & IHRA, 1999).

The behaviour of tourists can be infiu-' enced by stmggling against unsustainable

forms of tourism (punishing unacceptable


tzv. Codes of Conduct) koje nisu usmjerenesamo prema ttxristima, sto je moguce vidjetii iz tablice 1.

behaviour and discouraging inappropriatebehaviour), but also by promoting responsi-ble and sustainable ways of behaviotir(promoting good practice and encouragingresponsible behaviotir). Various instmmentsare available in order to achieve this, e.g.:legislative measures (mies, regulations,penalties; market instmments), taxes; finan-cial aid for positive experiences; codes ofconduct; and information, education and re-search (UNCSD NGO, 1999).

The focus of this paper is on the globaland local voluntary initiatives concemedwith behaviour in tourism (or the so-calledCodes of Conduct) that are directed not onlytowards tourists which can be seen fromTable 1.

Tablica 1: Kljucni eiementi pravila ponasanja u turizmu

Vrsta pra-vilaPravila po-nasanja zaturiste

Pravila po-nasanja zaindustriju

Pravila po-nasanja zastanovniStvo

Autori inicijative

Najöeäce nevladineorganizacije i poje-dinci, ali i vladinatijela, kao Ministar-stvookolisa.

Najcesée meduna-rodna tijela kao stosu UNWTO i IATA;vladine organizacije,rjede nevladina tijelai pojedinci; iznimnoi turisticka poduzeca(primjerice hotelskegrupacije).Najcesce nevladineorganizacije i poje-dinci; neke lokalnezajednice te razvi-jene i zemlje u raz-voju; manji broj ,viada.

Namjena ini-cijativeDomacim imedunarodnimturistima, na-roöito onimkoji posjecujuzemlje u raz-voju.

Turizmu op-cenito, ali ipojedinimsektorima,primjericehotelijerstvu.

Uglavnom lo-kalnim zajed-nicama naro-cito uzemijama urazvoju.

Poruka inicijative

Minimiziranje negativnih ekoloskih isocio-kultumih ucinaka pri posjetudestinaciji. Maksimiziranje ekonomskihkoristi lokalnoj zajednici. Omogucivanjevise jednakosti u odnosu izmedu posje-titelja i domacina. Promoviranjeodgovomih i odrzivih oblika turizma.

Primjereno strucno usavrsava-nje/edukacija za zaposlenike u industriji,Odgovoran marketing, Razvoj svijesti oucincima turizma na okolis i socio-kultumo okruzenje, Promoviranjeodgovomih i odrzivih oblika turizma.Promoviranje recikliranja.

Informacije i savjeti o turistima kojiposjecuju destinaciju, Minimiziranjeekoloskih i socio-kultumih posljedicaturizma. Maksimiziranje ekonomskihkoristi lokalnoj zajednici. Omogucavanjevise jednakosti u odnosu izmeduposjetitelja i domacina. Zastupati ponuduoblika turizma koji omogucavaju visedemokracije i sudjelovanja u razvoju.

Izvor: prema Mason iMowforth (1995), citirano u Mason, 2008:230

K. Buíar, S. Skoric, D. Prebezae: Pravila ponaäanja u turizmu i njihov utjecaj na odrzivi turizam 235

Table 1: Key elements of the code of conduct in tourism

Type ofcodesVisitor codes

Industrycodes

Host codes

Authorship

Predominantly NGOs andconcemed individuals, butalso some govemmentbodies such as Ministry ofthe Environment

Predominantly co-ordi-nating bodies such asWTO and IATA; alsogovemments and to alesser extent NGOs andconcemed individuals;and exceptionally tourismcompanies (e.g. ChateauWhistler Hotel Group).Predominantly NGOs andconcemed individuals;some host communities inboth developed and devel-oping countries; and asmall number of hostgovemments.

Audience

Domesticvisitors andintemationalvisitors, es-peciallyoverseasvisitors todevelopingcountries.Tourism in-dustry ingeneral, andsome codesfor specificsectors such asthe hotelindustry.

Mainly hostcommunities,especially indevelopingcountries.

Message

Minimize environmental and socio-cultural damage to area visited.Maximize economic benefit to hostcommunity. Encourage moreequality in relationships betweenvisitors and hosts. Promote moreresponsible and sustainable formsof tourism.

Appropriate training/education forstaff. Honest marketing of product.Develop awareness ofenvironmental and socio-culturalimpact of tourism. Promote moreresponsible and sustainable formsof tourism. Promote recycling.

Information and advice aboutvisitors. Minimize environmentaland soeio cultural damage.Maximize economic benefits tohost community. Encourage moreequality in relationship betweenhost and visitors. Advocate moredemocratic and participatory formsof tourism development.

Source: According to Mason andMowforth (1995), cited in Mason, 2008:230

Odgovarajuca pravila ponasanja moguceje razviti za sve sudionike u turizmu, a os-novna im je svrha pmzanje informacija otome sto ciniti, odnosno ne ciniti na odrede-nom podmcju. Tako kreirana pravila nami-jenjena su pmzanju razlicitih informacija tu-ristima (o okolisu, kulturi, povijesti,lokalnim specificnostima), ali istovremenodaju i jasne upute i savjete kako se ponasatiu destinaciji, cime uz informativni karakterdobivaju i dimenziju reguliranja ponasanja ieduciranja turista (Mason, 2008).

Appropriate codes of conduct can be de-veloped for all pariicipants in tourism, astheir main purpose is to provide informationon what to do and what not to do in aparticular area. The basic aim of the miescreated in this way is to provide variousinformation to tourists (about the envi-ronment, culture, history, local specifics),but at the same time they offer clear in-stmctions and tips on how to behave in thedestination. This means that they have aninformative character, and regulate behav-iour and education of the tourists (Mason,2008).


5.3. Globalne inicijative koje se baveponasanjem turista

Problematikom ponasanja turista u des-tinaciji bave se i vazne medunarodne orga-nizacije - UNWTO, UNICEF i dr. UNWTOje na temelju vec spomenutog Globalnogetickog kodeksa kreirao i "praktican vodic"pod nazivom Odgovorni turisti i putnici(The responsible tourist and traveller), ukojem se définira uloga turista u podrzava-nju odgovomog i odrzivog turizma kreira-nog od strane razlicitih subjekata (viada, po-slovnih subjekata, lokalnih zajednica).Predlaze se da turisti trebaju podrzati pos-tojece inicijative uvazavanjem sljedecihsavjeta (UNWTO, 2005): Otvorite um zaostale kulture i tradicije; Postujte ljudskaprava; Pomognite u ocuvanju prirodnogokolisa; Postujte kultume znamenitosti; Ku-pujte lokalne proizvode i pomognite lokalnuekonomiju; Informirajte se o zdravstvenojsituaciji u destinaciji; Naucite sto je mogucevise o destinaciji (obicaji, norme i tradicija);Upoznajte se sa zakonima destinacije.

Medu globalnim inicijativama usmjere-nim prema svim segmentima turizma, patako i turistima, znacajno mjesto zauzima iinicijadva UNICEF-a i UNWTO-a ECPAT(End Child Pornography and Trafficking ofChildren for Sexual Purposes) kojom jekreiran kodeks nazvan Code of Conduct forthe protection of children from sexualexploitation in travel and tourism. Ovim sedokumentom svi turisticki subjekti obvezujuna implementaciju sljedecih kriterija: krei-ranje etickih mjera koje se dcu komercijal-nog seksualnog iskoristavanja djece, educi-ranje osoblja u zemlji porijekla turista ituristickom odredistu, uvodenje posebneklauzule u ugovore s dobavljacima koja is-tice zajednicko protivljenje komercijalnomseksualnom iskoristavanju djece, prosljedi-vanje relevantnih informacija putnicima(katalozi, brosure, filmovi u zrakoplovima,Intemet stranice, itd.), prosljedivanje infor-maeija lokanim "kljucnim osobama" u des-

5.3. Global initiatives dealing withthe behaviour of tourists

The subject of behaviour of tourist in thedestinations is also covered by the relevantintemational organizadons - UNWTO,UNICEF, etc. UNWTO has created, on thebasis of the previously mentioned GlobalCode of Ethics, a "pracdcal guide" calledThe Responsible Tourist and Traveller. Theguide defines the role of tourists in sup-porting the responsible and sustainabletourism created by different actors (gov-emments, businesses, local communities). Itis suggested that tourists should support theexisting initiatives respecting the followingtips (UNWTO, 2005): open your mind toother cultures and traditions, respect humanrights, help in the preservation of naturalenvironment, respect the cultural heritage,buy local products and help the localeconomy, find out about the health situationin the destination, leam as much as possibleabout the destination (customs, norms andtraditions), familiarize yourself with thelaws of the desdnation.

Among the global initiatives aimed at allsegments of tourism, including tourists, animportant place belongs to the initiative ofUNICEF and the UNWTO ECPAT (EndChild Pornography and Trafficking ofChildren for Sexual Purposes), whichhelped create theCode of Conduct for TheProtection of Children from SexualExploitation in Travel and Tourism. Thisdocument commits all tourism businesses toimplement the following criteria: the crea-tion of ethical measures regarding commer-cial sexual exploitation of children, trainingof personnel in the country of origin oftourists and tourist destinadon, the intro-duction of specific clauses in contracts withsuppliers which emphasize the common op-position to the commercial sexual exploita-tion of children, providing relevant infor-mation to travellers (through catalogues,brochures, films on airplanes, websites,etc.), as well as to the local "key persons" in

K. Buíar, S, Skoric, D, Prebezac: Pravila ponasanja u turizmu i njihov utjecaj na odrzivi turizam 237

tinaciji te redovito izvjestavanje o ucinje-nom (godisnje) (THECODE, 2010).

I neke dmge organizacije, kao primjericeMedunarodni institut za mir kroz turizam(International Institute for Peace ThroughTourism), Organizacija za odgovoma puto-vanja (Responsible Travel), Medunarodnaorganizacija za odrziva putovanja (Sustai-nable Travel International), Medunarodnicentar za odgovomi turizam {InternationalCentre for Responsible Tourism) itd., imajurazvijena i svoja pravila ponasanja.

5.4. Lokalne inicijative koje se baveponaSanjem turista

Pored znacajnih globalnih inicij ativa,postoji i niz lokalnih inicijativa i pravilakoja se bave ponasanjem turista. Prema is-trazivanju UNEP/IE (Mock i O'Neil, 1996)ove je inicijative moguce podijeliti na opeapravila ponasanja, pravila ponasanja za spe-cijalizirane aktivnosti te pravila ponasanjaza pojedine lokacije. Opea pravila ponasa-nja ukljucuju savjete turistima za planiranjeputovanja, ali i za potencijalne situacije skojima se turisti mogu susresti u destinaciji.Gotovo sve destinacije imaju neki oblik op-cih pravila ponasanja koja sadrze uobicajeneinformacije (kako doci do destinacije, kojisu dokumenti potrebni (viza, putovnica ilisi.), koja je valuta destinacije i tecaj, jezik, isi.) i u pravilu se te informacije nalaze naIntemet stranicama turisticke zajednice des-tinacije. Zanimljiva je inicijativa lokalnihvlasti u Ajmem, Indija, koja prezentira stose smije, a sto ne smije raditi u indijskoj po-krajini Rajahstan. U brosuri ,koja se dijelituristima u hotelima i restoranima, turistimase daju neke od specificnosti lokalne kul-ture. Tako se turistima daju sljedeci savjeti(Singh, 2005): muskarci ne bi trebali diratizene u javnosti; muskarci se dmze s mus-karcima, a zene sa zenama; parovi vjencaniu Aziji se ne grle, drze za mke ili ljube ujavnosti; neprimjereno je da zena razgovarana ulici s neznancima; uzivanje alkohola ili

the destination, and regular reporting oncompleted work (annually) (THECODE,2010).

Some other organizations, such as Inter-national Institute for Peace through Tour-ism, Responsible travel. Sustainable TravelIntemational, Intemational Centre for Re-sponsible Tourism, etc. have also developedtheir own codes of conduct.

5.4. Locai initiatives that deal withthe behaviour of tourists

In addition to the significant global ini-tiatives there are number of local initiativesand policies that deal with the behaviour oftourists. According to the research byUNEP/IE (Mock and O'Neil, 1996), theseinitiatives can be divided into general codesof conduct, codes of conduct for specializedactivities and codes of conduct forindividual locations. General codes of con-duct include advice on travel planning, butalso on potential situations tourist can en-counter in a destination. Almost all destina-tions have some form of general mies ofconduct that contain the usual information(how to arrive to a destination, whichdocuments are needed - visas, passports,etc., what is the currency and exchange rate,language, etc.), and can usually be found onIntemet sites of the destinations' touristboard. There is an interesting initiative oflocal authorities in Ajmer, India, which pre-sents what is and what is not allowed in theIndian province of Rajahstan. In the bro-chure, which is given to the tourists in ho-tels and restaurants, some of the specifics oflocal culture are presented. Thus, touristsare given the following advice (Singh,2005): men should not touch women inpublic, men socialize with men and womenwith women; married couples in Asia do nothug, hold hands or kiss in public; it is inap-propriate for a woman to be seen talking tostrangers on the street; alcohol consumptionor smoking in public is interpreted as a sign


pusenje u javnosti interpretira se kao znakmoraine slabosti i nije prihvatljivo, i dr. Na-vedeni savjeti temelje se na tzv. deontolos-kom pristupu (Malloy i Fennell, 1998) kojine nudi objasnjenje zasto se treba ponasatina odredeni nacin nego smatra da se pojedi-nac mora tako ponasati jer je to njegova du-znost. Savjeti ne predstavljaju pravila pona-sanja, nego imaju informativnu i edukativnuzadacu. Neke su pak zemlje (primjerice Pa-lestina, Australija), ali i pojedine turisdckeregije kao sto su Mediteran (Borelli, Mines-trini i Guarrera, 1999) i Arktika (WWF,1997) razvile pravila ponasanja koja imajudmgacije temelje. U pravilima ponasanja zaP'alesdnu (PIRT, 2009), uz savjete koji sedaju turistima, a koji su najcesce takoderutemeljeni na deontoloskom pristupu, ponu-dena su i objasnjenja zasto je potrebno po-nasad se na odredeni nacin.

Britanska viada na stranicama Ministar-stva vanjskih poslova nudi savjete za puto-vanja u veliki broj zemalja u svijetu. Savjetise odnose na pitanja lokalnog zakonodav-stva i obicaja, zdravstvene zastite, sigumostite prirodnih uvjeta (FCO, 2010). Isto tako,pojedine zemlje ili pak podmcja na svojimIntemet stranicama nude razlicita pravilaponasanja (primjerice, Dominikanska repu-blika, Maroko, Juzni Pacifik, itd.).

Pravila ponasanja za specijaliziraneaktivnosti odnose se na specificne turistickeaktivnosti kao sto su planinarenje, bicikli-zam, rafting, i si. Osnovna premisa ovakvihpravila jest "Uzivaj, ali nemoj unistid."Tako primjerice, ukoliko se turisti zele vo-ziti biciklom po Mauriciusu, moraju posti-vad razvijena pravila ponasanja za bicikliste(CYCLO, 2010). Ova se pravila uglavnomodnose na to kako se ponasati u voznji i nedoticu se pitanja odrzivosti. Ukoliko pak tu-risd zele sudjelovati u podvodnom fotogra-firanju na Maldivima velika je vjerojatnostda ce dobiti brosum u kojoj se promovirafotografiranje koje je u skladu s prirodom{eco friendly photography) (Amsler i Pro-tect the Maldives, 2009). Pravila ponasanja

of moral weakness and is not acceptable,etc. These tips are based on the so-called de-ontological approach (Malloy and Fennell,1998), which offers no explanadon as towhy they should behave in a certain way butconsiders that the individuals must act sobecause it is their duty. Tips are not codesof conduct, but ha\an informative andeducative role. Some countries (Palestine,Australia), as well as individual tourismregions such as the Mediterranean (seeBorelli, Minestrini and Guarrera, 1999) andArctic (WWF, 1997), have developed acode of conduct which has different foun-dadons. The mies of conduct for Palestine(PIRT, 2009), with pieces of advice that aregiven to tourists and that are usually basedon a deontological approach, also offer ex-planations as to why it is necessary to be-have in a certain way.

The British Govemment offers tips fortravelling to a large number of countries ontheir Ministry of Foreign Affairs' website.Pieces of advice relate to the issues of locallaws and customs, health, safety, and naturalconditions (FCO, 2010). Also, some coun-tries or even regions, offer different mies ofbehaviour on their Intemet pages (e.g. Do-minican Republic, Morocco, South Pacific,etc.).

Codes of conduct for specialized activi-ties relate to specific tourist activities suchas hiking, cycling, rafting, etc. The basicpremise of these mies is "Enjoy, but do notdestroy." For example, if tourists want toride a bicycle in Mauritius they must respectdeveloped mies of conduct for cyclists(CYCLO, 2010). These mies mainly relateto the mies of behaviour while cycling anddo not relate to the issue of sustainability. If,however, tourists want to participate in un-derwater photography in the Maldives, it isvery likely that they will get a booklet pro-moting eco-friendly photography (Amslerand Protect the Maldives, 2009). Codes ofconduct for individual locations arecommon for national parks and protected

K, Bucar, S, ákoric, D, Prebezac: Pravila ponaSanja u turizmu i njihov utjecaj na odrzivi turizam 239

za pojedine lokacije uobicajena su za nacio-nalne parkove i zasticena podmcja. Rijec jeo vrlo cestim pravilima ponasanja i ima ihgotovo svaka takva turisticka lokacija.

5.5. Ciljevi i implementacija pravilaponasanja

Neovisno o tome tko ih kreira ili komesu namijenjena, dobro razvijena pravila po-nasanja imaju odredene karakteristike. Pra-vila moraju biti jasna, Iako razumljiva i sve-obuhvatna tako da njihovo koristenjepomogne u rjesavanju odredenih situacija,ali istovremeno trebaju dati do znanja da sepropisano ponasanje ocekuje (Payne i Di-manche, 1996). Pravila ponasanja u turizmuu najvecoj se mjeri kreiraju kao odgovor naeticke dileme (Malloy i Fennell, 1998) tepercipirane negativne posljedice turizma.Najcesce se zeli generirati pozeljnije i kori-snije ponasanje izmedu kljucnih subjekata,odnosno minimizirati konflikte s ciljem re-duciranja negativnih ucinaka turizma (Fen-nell i Malloy, 2007, citirano u Mason,2008). Pravila ponasanja turista imaju slje-dece ciljeve (prema UNEP-u 1995, citiranou Mason, 2008:225): katalizator su udijalogu izmedu viada i ostalih tijela uklju-cenih u turizam; kreiraju svijest viada i in-dustrije o pofrebi upravljanja okolisem; ja-caju svijest turista o potrebi prikladnogponasanja; razvijaju svijest o pofrebi zastiteokolisa kod domacina (lokalnog stanovnis-tva); poticu suradnju izmedu vladinih agen-cija, lokalnih zajednica, indusfrije i nevladi-nih organizacija.

Iako se navedeni ciljevi primamo od-nose na pitanja zastite okolisa, ovo nije je-dina tematika koju pravila ponasanja moguregulirati. Isfrazivanje Malloya i Fennella(1998) pokazuje kako je 46,9% izjava kori-stenih u pravilima ponasanja lokalno orijen-tirano, nesto vise (53,1%) sire orijentirano, auglavnom se odnose na ekoloske (36%), so-cioloske (27%) i ekonomske ucinke turizma(9%). Zbog cinjenice da su ovi propisi dob-

areas. These are common mies of conductand can be found in almost every touristlocation.

5.5. Goals and implementation ofcodes of conduct

Regardless of who created them or whotheir target group is, well-developed mies ofconduct have certain characteristics. Themies must be clear, easily understandableand comprehensive, so that their use wouldhelp in addressing specific situations, butthey should also makk clear that setbehaviour is expected (Payne and Diman-che, 1996). Rules of conduct in tourism arelargely created as a response to ethical di-lemmas and perceived negative conse-quences of tourism. In most cases there is awish to generate more desirable and benefi-cial behaviour among key stakeholders, i.e.to minimize confiicts in order to reduce thenegative impacts of tourism (Fennell andMalloy, 2007, cited in Mason, 2008). Codesof conduct for tourists have the followinggoals (according to UNEP in 1995, cited inMason, 2008:225): to serve as a catalyst fordialogue between govemment and otherbodies involved in tourism, to create anawareness in govemment and industry ofthe need for sound environmental manage-ment, to heighten awareness amongst tour-ists of the need for appropriate behaviour, tomake host population aware of the need forenvironmental protection, to encourage co-operation between govemment agencies,host communities, industry and NGOs.

Although these objectives primarily re-late to environmental issues, this is not theonly topic that mies of conduct can regulate.Research of Malloy and Fennell (1998)shows that 46.9% of statements used in themies of conduct are locally oriented,slightly more (53.1%) wider-oriented, andthey mostly referred to environmental(36%), social (27%) and economic effectsof tourism (9%). Due to the fact that these


rovoljne naravi, sam procès njihovog krei-ranja i implementacije suocen je s razlicitimproblemima (otezana valorizacija ucinakapostignutih pravilima ponasanja, postojanjevise razlicitih pravila ponasanja za isto pod-mcje, cesto su klasican marketinski instm-ment a ne promotor odrzivog turizma, ñin-kcioniraju na dobrovoljnoj osnovi, odnosnosamoregulaciji (Mason, 2008). U konacnici,potrebno je naglasiti kako navedena pravilaponasanja i inicijative nisu jedine u turizmu.Unatoc velikom broju razlicifih organizacijai autora pravilnika, koji cesto nisu niti poz-nati, ponekad je ipak vrlo tesko naci rele-vantne informacije o istima. Tako je primje-rice, na Maldivima zakonom zabranjen ikaznjiv nudizam i kupanje u toplesu (cak i uhotelskim naseljima), a do ovih je informa-cija turistima poprilicno tesko doci, osimukoliko ih na to ne upozore organizatoriputovanja. Razvoj pravila ponasanja za svedestinacije koje posjecuje veci broj turista, aposebice za one s osjetljivim prirodnim, ali isocioloskim i kulturoloskim sustavima, tre-bao bi biti obveza, a ne dragovoljna zadaca.Tako definirana pravila, odnosno informa-cije, trebale bi biti dostupne svih putnicimabilo od organizatora putovanja bilo putemIntemet stranica ili pak brosura do kojih tu-risti, koji ne putuju organizirano, mogu Iakodoci.

regulations are of voluntary nature, the veryprocess of their creation and implementationis faced with various problems: difficultevaluation of the effects achieved by themies of conduct; the existence of differentmies of behaviour for the same area; theyare often a classic marketing tool and not apromoter of sustainable tourism, and theyare voluntary and a form of self-regulation(Mason, 2008). Finally, it is imporiant toemphasize that the previously mentionedmies of conduct and the initiatives are notthe only ones developed in tourism. Despitea large number of different organizationsand regulation authors that are often un-known, it is sometimes very difficult to findrelevant information about them. For exam-ple, nudism and topless bathing is prohib-ited by law and punishable at the Maldives(even in the hotel complex), but this infor-mation is quite difficult for tourists to find,unless they are wamed about it by tour op-erators. Developing a code of conduct forall destinations visited by a large number oftourists, especially for those with sensitivenature, sociological and cultural systemsshould be a liability rather than a voluntarytask. Rules and information defined in thisway should be available to all travellersthrough tour operators and via Intemet, orvia brochures for individual travellers.

5.6. Hrvatska iskustva

I Hrvatska je definirala da ce se u svomdaljnjem razvoju voditi principima odrzi-vosti. Tako je prema Strategiji odrzivog ra-zvitka Republike Hrvatske (NN, 30/09) je-dan od prvih dokumenata koje je donioHrvatske sabor, a u kojem se spominje vaz-nost odrzivog razvitka, Deklaracija o zastitiokolisa Republike Hrvatske usvojena 1992.godine. Pored toga, Hrvatska je i podrzalaAgendu 21 te preuzela obveze koje proiz-laze iz Milenijske deklaracije i Milenijskihciljeva razvoja iz 2000. godine. Strategijaodrzivog razvitka Republike Hrvatske defi-

5.6. Croatian experience

Croatia has also stated that its furtherdevelopment will be led by the principles ofsustainability. Thus, according to the Strat-egy of sustainable development of Croatia(NN, 30/09), Environmental Declaration ofCroatia adopted in 1992, was one of thefirst documents issued by the Croatian Par-liament, in which the imporiance of sustain-able development is mentioned. In addition,Croatia also supporied the conclusions ofAgenda 21, and assumed the obligationsarising from the Millennium declaration andMillennium development goals created in

K. Bucar, S. Skoric, D. Prebezac: Pravila ponasanja u turizmu i njihov utjecaj na odrzivi turizam 241

nira temeljna nácela i prioritete na kljucnimpodmcjima: stanovnistvo, okolis i prirodnadobra, odrziva proizvoda i potrosnja, soci-jalna i teritorijalna kohezija i pravda, ener-gija, javno zdravstvo, povezivanje Repub-like Hrvatske te Jadransko more, priobalje iotoke. Turizam je sastavni dio podmcja kojese odnosi na odrzivu proizvodnju i potros-nju te Jadransko more, priobalje i otoke. Uostvarivanju ciljeva naglasava se nuznostsudjelovanja svih zainteresiranih, odnosnoinsdtucija i tijela drzavne uprave, lokalnihsamouprava, poslovnih subjekata, ali i gra-dana.

Polazeci od strateskog znacaja turizmaza ukupno hrvatsko gospodarstvo bilo bi zaocekivati da i Hrvatska ima razvijena pra-vila ponasanja za turiste u svojim destina-cijama. No, prema istrazivanju autora istapostoje samo za zasticena podmcja ili pakvrste. Tako primjeriee postoje "Pravila po-nasanja i akdvnosd u svrhu ocuvanja i po-boljsanja stanja populacije sredozemne me-dvedice (Monachus monachus) u hrvatskomdijelu Jadrana" koje je kreiralo Ministarstvokulture (Ministarstvo kulture, 2010). Poredtoga Hrvatska ima i Pravilnik o visininaknade stete prouzrocene nedopustenomradnjom na zasdcenim zivodnjskim vrstamakao zakonski reguliran dokument. No,praksa je ukazala i na potrebu za kreiranjemdodatnih pravila ponasanja. Takoprimjeriee, nevladina udmga Eko centarCaput Insulae - Beli upozorava na potrebuza postavljanjem ploca upozorenja s pravi-lima ponasanja kada je u pitanju otok Cres,odnosno zakonom zasticeni bjeloglavi sup,buduci da je 2009. godine zbog nepriklad-nog ponasanja posjetitelja smrtno stradalo 5pripadnika ove vrste (Cupac Markovic,2009). Dmgim rijecima, unatoc postojanjuzakonske mjere koja novcano kaznjava ova-kvo ponasanje, praksa ukazuje na potrebu zakreiranjem dodatnih mjera koje bi na lieumjesta obavjestavale posjetitelje o priklad-nom i neprikladnom ponasanju.

the year 2000. Strategy for sustainable de-velopment in the Republic of Croatia de-fines basic principles and priorities in thefollowing key areas: population, environ-ment and natural resources, sustainable pro-duetion and consumption, social and territo-rial cohesion and jusdee, energy, publichealth, connecting Croatia, the Adriatic Sea,coast and islands. Tourism is an integralpart of the area related to sustainable pro-duction and consumption as well as theAdriatic Sea, coast and islands. In achievingthe objectives, emphasis is on the necessityof participadon of all interested parties: in-stitutions and govemment bodies, localgovemments, businesses and citizens. '<

Having in mind the strategic importanceof tourism for Croatian economy, it wouldbe expeeted to see that Croatian destinationshave developed codes of conduct for tour-ists, but according to the research conductedby the authors of this paper, the codes existonly for protected areas or species. For ex-ample, there areRules of Conduct and Ac-tivities Designed to Preserve and Improvethe Population of Mediterranean Medvedica(Monachus Monachus) in the Croatian Partof Adriatic, which was created by theMinistry of Culture (Ministry of Culture,2010). In addidon. Croada has a Regulationon Compensation for Damages Caused byUnlawful Actions on Protected AnimalSpecies, as a regulated legal document.However, the practice has pointed to theneed to create additional codes of conduct.For example, an NGO Eco Centre CaputInsulae - Beli points to the need for settingup waming signs with the mies of conductwhen it comes to the island of Cres andproprietary Griffon Vulture since 5 of themwere killed in the year 2009 due to improperbehaviour of visitors (see Cupac, Markovic,2009). In other words, despite the existenceof legal measures to financially punish suchbehaviour, practice implies the need for cre-ating additional measures to inform thevisitors about the appropriate and inappro-priate behaviour at the very site.

242 Acta turística. Vol 22 (2010), No 2, pp 131-252

Ponasanje turista u nacionalnim parko-vima Hrvatske regulirano je prije svega za-konom (Pravilnicima o unutamjem redu)koje imaju svih osam nacionalnih parkova,dok cetiri nacionalna parka (Plitvicka je-zera, Mljet, Sjevemi Velebit i Krka) imaju iposebno naglasena pravila ponasanja uparku. Tako je, primjerice, na Plitvickim je-zerima zabranjeno ostecivanje drveca, bra-nje i unistavanje biljaka, bacanje smeca, ho-danje izvan oznacenih staza, glasno slusanjeglazbe, uznemiravanje i hranjenje zivotinja,plivanje, lozenje vatre, ribolov, kampiranje

. u zoni obilaska, vodenje pasa bez po vodcate ulazak u vodu (Plitvicka jezera, 2010), nonisu ponudena objasnjenja zasto. Dmgimrijecima, baziraju se na deontoloskom pris-tupu kreiranja izjava. Pravila ponasanjaimaju razvijeni i neki parkovi prirode poputBiokova i Ucke (u obliku zabrana, odnosnoneprikladno se ponasanja sankcionira), dokPark prirode Velebit ima definirana pravilaponasanja za bicikliste. Potrebno je spome-nuti i neke inicijative pojedinacnih subje-kata kao sto je Valamar tvrtka za upravlja-nje turistickim kapacitetima koja je zadestinaciju Porec Istra kreirala pravila pona-sanja za bicikliste, dok su dubrovacke agen-cije 2008. godine kreirale pravila ponasanjaza turiste koji dolaze s krstarenja na razgle-davanje grada (Cmcevic, Gustin Culjak,2008).

6. ZAKLJUCAK

Koncept odrzivosti, kao glavni razvojnicilj na globalnoj razini, potaknuo je razvoj iimplementaciju brojnih dobrovoljnih mjera,aktivnosti i inicijativa, radi stvaranja uvjetaza ostvarenje odrzivosti u turizmu. Inicira-nje i provodenje ovih mjera nije nimalo jed-nostavan zadatak i on zahtijeva angazmansvih sudionika unutar turistickog sustava, alivrlo cesto i onih koji nisu primamo dio turi-zma (primjerice, udmge za zastitu okolisa).Njihova je temeljna svrha utjecaj na prom-jenu uobicajenog nacina ponasanja svih su-

Behaviour of tourists in national parksof Croatia is regulated primarily by law (theRegulations on Internal Order) which arepresent in all of the eight national parks,while four national parks (Plitvice Lakes,Mljet, North Velebit and Krka) have createdand especially emphasized codes of conductin their parks. For example, the PlitviceLakes prohibit damage to trees, harvestingand destmction of plants, littering, walkingoutside marked trails, listening to loud mu-sic, disturbing and feeding animals, swim-ming, making fire, fishing, camping intouring area, keeping dogs without a leash,and entry into the water (Plitvice Lakes,2010), but offer no explanation as to whyone has to behave in this manner. In otherwords, it is based on the deontological ap-proach to making a statement. Codes ofconduct are also developed in some natureparks such as Biokovo and Ucka (in theform of prohibitions, as inappropriate be-haviour is sanctioned), while Velebit NaturePark has defined mies of conduct for cy-clists. It is necessary to mention some initia-tives of individual subjects such as Valamar,a hospitality management company whichhas created a code of conduct for cyclistsfor the destination Porec in Istria, while in2008 the agencies in Dubrovnik createdcodes of conduct which refer to the behav-iour during sightseeing for tourists fromcmisers (Cmcevic, Gustin Culjak, 2008).

6. CONCLUSION

The concept of sustainability, as themain developmental objective at the globallevel, encouraged the development and im-plementation of a number of voluntarymeasures, actions and initiatives in order tocreate conditions for achieving sustainabil-ity in tourism. Initiation and implementationof these measures is not a simple task, and itrequires the involvement of all stakeholderswithin tourism industry. Very often thismeans involvement of subjects who are not

K. Buéar, S. Skoric, D. Prebezac: Pravila ponaäanja u turizmu i njihov utjecaj na odrzivi turizam 243

bjekata u turizmu u smjem ponasanja kojevodi k ostvarivanju odrzivosti. Ovo se naro-cito odnosi na promjenu ponasanja turista ito tijekom cijelog njihovog putovanja. Zap-ravo uvjerid potrosace da je u njihovom in-teresu usvojiti i promovirad odrzivi pristupu svojim akdvnosdma i, odlukama o kupnjipredstavlja svojevrstein izazov za turizam. Utom su smislu programi edukacije te razvoj iprihvacanje pravila ponasanja predstavljajuvrlo ucinkovit alat za posdzanje ovog ciljajer utjecu na povecanje svijesti turista o odr-zivom razvoju, ali su istovremeno i nezam-jenjivi instmmend u planiranju i imple-mentaciji koncepta odrzivog i odgovomogmarkednga.

U Hrvatskoj postoje kreirana pravila po-nasanja, ali iskljucivo ona koja su i zako-nom definirana (za zasticena podmcja kaosto su nacionalni parkovi ili párkovi pri-rode), dok su ostala rezultat inicijativa poje-dinacnih subjekata u turizmu. Kako sve nebi ostalo samo na pojedinacnim inicijati-vama, donositelji odluka u hrvatskim turis-dckim destinacijama bi trebali postad svje-sni mogucnosd i snage ovakvih pravilaponasanja u procesu upravljanja destinaci-jom.

primary subjects of tourism (e.g. environ-mental protection NGOs). Their primarypurpose is to influence the change in be-haviour of all subjects in tourism towardsthe behaviour that leads to sustainability.This particularly applies to the change ofbehaviour of tourists throughout their endrejourney. In fact, to convince consumers thatit is in their interest to adopt and promote asustainable approach in their activides anddecisions about consumption, presents achallenge for tourism. In this sense,education programmes and the developmentand adopdon of codes of conduct are veryeffective tools in achieving this goal, be-cause they increase the tourists' awarenessof sustainable development. They are alsoan irreplaceable instrument in the planningand implementation of sustainable and re-sponsible markedng.

The paper showed that these mies ofconduct exist in Croatia as well, but mosdythose defined by law (for protected areassuch as national parks or nature parks). Theremaining codes of conducts were the resultof inidatives of individual subjects in tour-ism. In order not to rely only on individualinidatives, decision-makers in Croadantourist destinations should become moreaware of the potential and the influencethese codes of conduct have in the processof desdnadon management.

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Primljeno: 17. rujna 2010. /Submitted: 17 September 2010

Prihvaceno: 29. listopada 2010. /Accepted: 29 October 2010

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