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PERCEPTIONS AND ATTITUDES OF THE RESIDENTS TOWARDS THE IMPACT OF TOURISM ON LOCAL COMMUNITY: THE CASE OF ZADAR COUNTY (CROATIA)
Abstract
Tourism has both a positive and a negative impact on a tourism area, its economy and residents. Although is usually linked to its economic and environmental impact, no less valuable is its impact on socio-cultural elements. Social dimension of tourism is seen through tourists' staying, movements and interaction with other tourists as well as with residents of a certain tourist area. The extent and direction of the impact of tourism on residents significantly depend on the level of tourism development in a destination, on inclusion of residents in tourism offer as well as on momentary impact of tourism in the destination. The aim of this paper is to determine the mutual influence of tourism and local community in a tourist destination. The paper will present the results of a research of the attitude of residents conducted in Zadar County as a tourist destination during 2013. The research was conducted through a structured questionnaire encompassing all regional-developmental units defined in Tourism Development Master Plan for Zadar County 2013 – 2020. An accidental sample of the residents included 889 examinees belonging to various age groups. The research analyzed the residents' perception of the impact of tourism on Zadar County as a tourist destination and their satisfaction with the level of tourism development and tourism offer. The research also determined in which activities the residents are involved in tourism as well as the ways for their future involvement. Moreover, the research identified the direct benefits from tourism for the destination but also the externals conditioned by them. The conclusion proposes possible directions in reduction of the negative impact of tourism on local community and reinforcement of the positive interaction between tourists and residents.
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