RECEPTIVE CULTURAL FACTORS OF SARAJEVO TOURISM DESTINATION
Lejla Žunić
DOI: 10.35666/25662880.2016.2.238
UDC: 338.483.12(497.6 Sarajevo)
Abstract: Sarajevo tourist destination has a favorable tourist-geographical position because it is located on an important European tourist corridor used by Central European tourist clientele to circulate towards the Adriatic Sea. At the same time, Sarajevo is the capital city of Bosnia and Herzegovina and therefore is the most important geographic, geotraffical, political, cultural and tourist center (1/3 of total tourism in Bosnia &Herzegovina). The destination of Sarajevo has an extremely valuable tourism potential (natural and anthropogenic) but according to statistical indicators in the last decade it has had a positive trend of tourism development (moderate to high rates of increase in the number of tourists and overnight stays, accommodation, etc.). It is therefore very important to analyze the receptive cultural factors of tourism: serviceability and content of the tourist stay. These factors largely affect the attractiveness of a destination and its sustainable tourism development. The problem of the paper is identification and valorisation/ evaluation (assessment) of receptive cultural factors and relevant parameters. The aim of the paper is to identify cultural factors of tourism and thier value important for tourism destination development. Research methods are: analysis, identification, classification, field work, surveys, evaluation, Likert method, synthesis. Field work includes: observations, surveys, interviews and other methods of data collection (from relevant institutions). The survey included more than 200 subjects (tourism employers and employees, tourists, tourist carriers) and it allowed to come to important insights regarding the evaluation of receptive cultural factors of Sarajevo tourism. These factors have a favorable tourist value and represent an important predisposition for planning and development of tourism in the destination of Sarajevo.
Key words: tourism destination, receptive cultural factors, identification, evaluation, tourism development