Montenegrin Journal of Economics


Animator In Cultural Tourism As A Manager Of Experience

Romana Franjic

2011, vol. 7, no. 2, p. 121-127


In accordance with the stipulations of sustainable cultural tourism there is a strong need to create a balance between satisfying the interests and desires of visitors, providing the requirements for the economic and social development of local communities and the need to increase the attraction of a cultural heritage without endangering the resource itself. Starting from the premise that the local community is crucial to the interpretation of cultural heritage in a sustainable tourist offering, it will be shown that it is necessary to create a sustainable system of its interpretation. By doing this we will emphasize the importance of tourist and cultural animation in the creation of this system and how the typology of this interpretation is dependant on the typology of the local community. Due to the nature of the cultural tourism product, which is created at almost the same time it is consumed, during a tourist experience, the development of a new tourism product must be considered not only a controlled process, but also as a cultural synthesis which allows us to transmit knowledge about the specific culture and tourism market and to understand how to keep pace with cultural and ideological changes. Cultural tourism doesn't use only what it can sell. It also demands organization, networking, the continued renewal of material and immaterial culture, promotion and human creativity. It is therefore necessary to state the demand for a new profile of cultural tourism workers, and especially for culturally sensitive managers and marketing experts who understand the influence of a national culture on human interaction, communication and traveling standards. This work points out the special value of animation in cultural tourism as a special form of communication with the tourists. Therefore, the purpose of this work is to bring out the conclusions about the possible implications of personality traits in the development of new products in transmodern cultural tourism.


suggested citation:

Romana Franjic. "Animator In Cultural Tourism As A Manager Of Experience." Montenegrin Journal of Economics. vol. 7, no. 2, 2011, p. 121-127

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