pravila ponasanja u turizmu

8/13/2019 Pravila Ponasanja u Turizmu

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PREGLEDNI RAD REVIEWUDC/UDK 338.484:502.131.1

JEL classification: L83,Q01Kristina BUCARSnela S K O R I CDarko PREBEZAC***

PRAVILA P O N A S A N J AU TURIZMUI N JIHOV UTJECAJ N A ODRZIVI TURIZAMCODES OF CON DUCT IN TOURISM AN DTHEIR IMPACT ON SUSTAIN ABLE TOURISM

SAETAK: Turizamje veliki slozen sustav koji, ukoliko zeli dugorocno biti uspjesan, trebausvom planiranju i razvoju implementirati osnovne postulate odrzivosti.U kreiranju takvoga razvojaznacajnu ulogu ima javni sektor,no i dobrovoljne inicijative, posebno kadaseradio kreiranju odre-denih mjera usmjerenih prema ponasanjima turistate povecanju svijestio ucineima njihova neadek-vatnogineodgovomog ponasanja.Uradusedaje prikaz najvaznijih dobrovoljnih inicijativa ipravilaponasanja uturizmute se analizira njihov utjecaj naponasanje sudionikauturistickim kretanjima.Ufokusu suglobalne i lokalne dobrovoljne inicijative usmjerene naponasanjeuturizmu ili tkz.Codesof Conduct.Naglobalnoj i lokalnoj razini postoji znacajan broj ovakvih pravila,no onanisu unifici-ranaicestosu vrlo tesko dostupna. Njihova implementacija nije jednostavna te biupravou tom segmentu odgovomi marketing trebao imati vaznu ulogu u kojem fokusne bi bio na pukom privlacenjuturistau destinaciju vecinjihovoj senzibilizaciji sdestinacijom te minimiziranjem negativnih efekatarazvoja turizma.

K LJ U C N E R I J EC I :odrzivi razvoj, odrzivi turizam, odrzivi marketing, pravila ponasanjauturizmuSUMMARY: Tourismis alargeandcomplex system which,inordertoachievealong termsuccess,needstoimplementthesustainability principlesin theprocessofits p lanninganddevelopment.A significant role in creating sucha development belongs to the public sector. However,as for thecreation of certain measures for improvement of thebehaviour of tourists and of increasing theirawarenessof effects that could occurincaseof their inadequateand irresponsible behaviour, volun-tary initiatives tendtohaveaneven greater importance. This paper givesanoverviewofthe mostimportant voluntary initiativesandcodesofconduct intourism and discusses their impacton the behaviour of all participants in tourism. The focus is on the global and local voluntary initiativesconcerned with thebehaviouroftourists,the so-called Codesof Conduct.A significant numberofthese, codes existat theglobalandlocal level,buttheyare notunified and areoften very difficult totrace.Theimplementationofcodesofconductis often rather difficult, whichis why theap plicationof responsible marketing becomes almost necessary.Thefocusof responsible marketing shouldnotbethe pure attraction of^ touriststo thedestination,but also their sensitization to thedestination,aswellasminimizing the negative effects of tourism developm ent.KEYWORDS: sustainable development, sustainable tourism, sustainable marketing, codesofcon-

duct in tourismDr.sc.Kristina Buar, Faculty of conomics& Business, Department of Tourism, Kennedy Square 6, Zagreb,E-mail:[email protected] Dr.sc. Snela Skoric, FacultyofKinesiology, General and Applied Kinesiology, Horvacanski zavoj 15,Za


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Acta turstica. 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 procs 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, povecanjubke, 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-

1 INTRODUCTION

Tourism is one of the most propulsiveglobal industries, but also the main d river 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 ofnoise, 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 n egative


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K. Bucar, S. Skoric, D. Prebezac: Pravila ponaanja u turizmu i njihov utjecaj na odrzivi turizam cije, degradacija lokalnog kultumognasljed aidr. WT O, 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 M am sic, 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 W TO ,2002). Pod odrzivim razvoj em u turizmupodrazumijeva se sposobnost turisticke des-

that hinder or prevent the access of localpopulation to tourist attractions, excessivecotnmercialization and modification of localcustoms and traditions, the degradation oflocal cultural heritage, etc. W TO , 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 M am sic, 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, local


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Acta turistica. Vol 22 (2010), No 2, pp 131-252na 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 odgovom i turizam koji pod -razumijeva turizam koji maksimizira pozi-tivne ucinke za lokalnu zajednicu, minimi-zira negativne socijalne i prirodne ucinke tepomaze lokalnom stanovnistvu sacuvatisvoju ku ltum 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 je

zastita 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 procs produkcije sredstava i gospo-darski razvoj trebaju zadrzati u okvirimakoji osiguravaju poboljsanje kvalitete zi-vota, ali istovremeno vodeci racuna da se

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 ofeco tourismhas 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 S ociety)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-


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K. Buar, S. Skoric, D. Prebezac: Pravila ponaanja u turizmu i njihov utjecaj na odrzivi turizam 225se 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 uAgendi 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 (W TO, 1996).

Na temelju ideja prezentiranih u Agendirazvijen je 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 D evelopment). 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).


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226 Acta turistica. Vol 22 2010), No 2, pp 131-2523 ODRZIVI MARKETING U

TURIZMU

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). Ovakv o klasicnoshvacanje m arketinga 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 M am sic,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-haviou r of all participan ts 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).Ko tier 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 wh ole.

Destmction of native natural resourcesand authentic ambience, problems in thedistribution of tourism revenues, strongeeonomie pressure on the rapid and uncon-trolled development ofth 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 ) M a-msic, Prebezac, 2004). Sustainable market-ing should take care of society, consumersand the environment while maximising the


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K Bu ar S Skoric D Prebeza c: Pravila ponaanja u turzmu i njihov utjecaj na odrzivi turzam 227

Slika : Model odrzivog marketinga

DRUTVOFilozofija: druStvena praviinostDrutveno oriientiranimari etina opt a dobrobit , ispravan proizvod za drutvoCilj:Korist za drutvo, pravednostRazm jena: neprofitan poyod radi dmStvene pravnos ti

EKONOMIJFilozofija: antropontrionostMaritetina oriientiranpremaPotro aiu/zeienimari^etinaspecijaiizirani (zeleni) proizvodiZa ciljna triStaCilj:zadovoljstvo potroaa iPoduzeaRazmjena: proizvodi radi profita

ODRIVIM RKETING OKOLlFiiozofija:biocentrinost/ekocentriinostEnvironmentaiMi(t.Orientation(eko/zeleni) proizvod u zdravijemokoiiSuCiij:Zdrav ok oli i, kvalitetan okoliRazmjena: simbiozan odnos:koriStenJe i oiuv an je resursa

zvor Prilagoenoprema Jamrozy 2007:124

Figure : Model of Sustainable MarketingSOCIETYPhiiosophy: Sodal JusticeSocietaitiAift Orientation Cause , Good Product for SocietyGoal:B enefit of Society, EquityExchange: Non-profit Cause for Just Society

ECONOMYPhilosophy: AnthropocentricConsumer/Green/t^i


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228 Acta turistica. Vol 22 (2010 ), No 2, pp 3 -252Predlozeni 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 up ravljanja razvoj em turisticke de s-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. N o, 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 idm stvom u cjelini. (W TO , 2002a: 15-16).Posebno je potrebno naglasiti kako ove ini-

4 VOLUNTARY INITATIVES FORSUSTAINABLE TOURISM

Public sector has a significant role increadng the conditions for achieving sus-tainability in tourism through enactment oflaws and m easures 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 voluntary 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. (W TO , 2002a: 15-16).


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

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 (seeWT TC, 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 C ode of Ethics for Tourism fromWorld Tourism Organization, IntemationalEcotourism Standards, Green Globe 21 (li-censed for disfribution and management ofIntemational standards in eco-tourism).Blue


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3 Acta turistica. Vol 22 (2010 ), No 2, pp 131-252Nadalje, iako vecina poduzeca u turizmuima sustave upravljanja okolisem Envi-ronmental Management Systems), pokazalose da je 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 daa 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).N atemelju spomenutih pravila ponasanja 1994.godine na sastanku u Kyotou clanice spora-zuma kreirale su i Prepomku ATCM XVIII-1 Smjernice za posjetitelje i turop eratore,

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, IHRA, 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 C onduct,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-


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K. Bu ar, S. Skoric, D. Prebezac: Pravila ponaanja u turizmu i njihov utjecaj na odrzivi turizam 231je 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 PR VIL P O N A S A N J A UTURIZMUU novije vrijeme motivaciju i ponasanjeturista pri izbom turisticke destinacije svevise karakterizira selektivniji izbor destina-eije, pridavanje vece paznje dozivljaju i

kvaliteti, 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 turistaU procesu donosenja odluke o izbom tu-risticke destinacije suvremeni turisti su vrlo

ATCM Recommendadon XVIII-1 Guidelines 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 CONDUCTNTOURISMIn 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 the


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Acta turstica. Vol 22 (2010), No 2, pp 3 -252naciji, ali i kakva je ponuda destinacije kadaje u pitanju politika ocuvanja okolisa. Takoprimjerice, prema istrazivanju ECOT-RA NS-a, 20 Nijemaca bi pozdravilo jasnoisticanje informacija o ponudi koja je uskladu s okolisem u katalozima aranzmanaturoperatora ili opcim informacijama osmjestaju i destinaciji. Prije neg uplateodabrano putovanje 50 Britanaca zeli saz-nati nesto vise o lokalnim dmstvenim pita-njima i okolisu destinacije, a za njih 75vazno je da turoperatori ukljuce u svoje ka-taloge aranzmana informacije o tim pita-njima. Prem a istom istrazivanju 82 Niz o-zem aca sma tra da je integriranje informacijao okolisu u kataloge aranzmana dobra ideja,dok bi njih 73 koristilo ove informacijepri od abim konkretnog smjestaj a u destina-ciji (ECOTRANS, 2010). IstrazivanjeGoodwina (2005) ukazuje na to da je 59britanskih turista spremno piatiti vise zaputovanje ako no vac ide za v ece 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 turizm a 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).

5.L Investigation of touristsbehaviourIn the process of deciding on the choice

of 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 75of 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, wh ile 73 ofthem would use this information whenchoosing a specific accommodation in a des-tination (ECOTRANS, 2010). Research byGoodw in (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 the


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K. Bucar, S. Skoric, D. Prebezac: Pravila ponasanja u turizmu i njihov utjecaj na odrzivi turizam 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 NG O, 1999). Podatakda samo 3 do 19 njemackih, odnosno 6nizozemskih turista, poznaje eko-oznake uturizmu, izuzimajuci Plavu zastavu s kojomje upoznato njih 27 (ECO TRA NS, 2010),ukazuje na potrebu provodenja konkretnihakcija i inicijadva koje ce podici razinu in-formiranosti i educiranosti turista.

5 2 Elementi pravila ponaanjaturistaPotreba kreiranja odredenih mjera,usmjerenih prema turisdma i povecanjusvijesti o ucincima koje njihovo neadekva-tno i neodgovomo ponasanje moze imati na

destinaciju 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 vcu zastupljenost odrzivih proizvodai usluga u ukupnoj turistickoj ponudi, ondato nece biti niti dugorocni inters same in-dustrije (WT TO & IHRA, 1999).Na ponasanje turista moze se utjecatiborbom protiv neodrzivih oblika turizma

(sankcioniranje neprihvatljivog ponasanja idestimuliranje neprikladnog p onasanja), ali ipromocijom odgovomih i odrzivih oblikaponasanja (promoviranje pozitivnih iskus-tava i poticanje odgovomog ponasanja). Zato SU na raspolaganju razliciti instm mend :zakonske mjere - pravila, propisi, kazne; tr-zisni instmmend - porezi; financijske pot-pore pozidvnim iskustvima; pravila ponasa-nja; te informiranje, edukacija i istrazivanje(UNCSD N GO , 1999).

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 conductsThe 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 ofth priorities in the p lanningof 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).


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4 Acta turistica. Vol 22 2010), No 2, pp 131-252tzv.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 behaviotirpromoting 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 : Kljucni eiementi pravila ponasanja u turizmuVrsta pravilaPravila po-nasanjazaturiste

Pravila po-nasanjazaindustriju

Pravila po-nasanjazastanovniStvo

Autori inicijativeNajece nevladineorganizacijeipoje-dinci,ali ivladinatijela, kao Ministar-stvookolisa.Najcese meduna-rodna tijela kaostosu UNWTOiIATA;vladine organizacije,rjede nevladina tijelai pojedinci; iznimnoi turisticka pod uzeca primjerice hotelskegrupacije).Najcesce nevladineorganizacijeipoje-dinci; neke lokalnezajedniceterazvi-jeneizemljeuraz-voju; manji broj,viada.

NamjenainicijativeDomacimimedunarodnimturistima,na-roito onimkoji posjecujuzemljeuraz-voju.Turizmu op -cenito,ali ipojedinimsektorima,primjericehotelijerstvu.

Uglavnom lo-kalnim zajed-nicama naro-citouzemijamaurazvoju.

Poruka inicijativeMinimiziranje negativnih ekoloskihisocio-kultumih ucinaka p ri posjetudestinaciji. Maksimiziranje ekonomskihkoristi lokalnoj zajednici. Omogucivanjevise jednak ostiuodnosu izmedu posje-titeljaidomacina. Promoviranjeodgovomihiodrzivih oblika turizma.Primjereno strucno usavrsava-nje/edukacijazazaposlenikeuindu striji,Odgovoran marketing, Razvoj svijestioucincima turizmanaokolisisocio-kultumo okruzenje, Promoviranjeodgovomihiodrzivih oblika turizm a.Promoviranje recikliranja.

Informacije isavjetioturistima kojiposjecuju destinaciju, Minimiziranjeekoloskihisocio-kultumih posljedicaturizma. Maksimiziranje ekonomskihkoristi lokalnoj zajednici. Omogucavanjevise jednak ostiuodnosu izmeduposjetitelja idomacina. Zastupati ponuduoblika turizma koji omogucavaju visedemokracijeisudjelovanja urazvoju.


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K. Buar,S.Skoric, D. Prebezae: P ravila ponaanjauturizmuinjihov utjecajnaodrzivi turizam 235Table 1: Key elements of the code of conduct in tourism

TypeofcodesVisitor codes

Industrycodes

Host codes

AuthorshipPredominantly NGOs andconcemed individuals, butalso some govemm entbodies suchasMinistryofthe Environment

Predominantly co-ordi-nating bodies suchasWTO and IATA; alsogovemm ents and toalesser extent NGO s andconcemed individuals;and exceptionally tourismcompanies e.g. ChateauWhistler Hotel Group).Predominantly NGOs andconcemed individuals;some host communitiesinboth developed and devel-oping countries; andasmall number of hostgovemments.

AudienceDomesticvisitors andintemationalvisitors,es-peciallyoverseasvisitorstodevelopingcountries.Tourismin-dustryingeneral,andsome codesfor specificsectors suchasthe hotelindustry.Mainly hostcommunities,especiallyindevelopingcountries.

MessageMinimize environmental and socio-cultural damagetoarea visited.Maximize economic benefittohostcommunity. Encourage moreequalityinrelationships betweenvisitors and hosts. Promo te moreresponsible and sustainable formsof tourism.Appro priate training/educationforstaff.Honest marketing of product.Develop awarenessofenvironmentalandsocio-culturalimpact of tourism. Promote moreresponsible and sustainable formsof tourism.Promote recycling.

Information and advice aboutvisitors. Minimize environmentaland soeio cultural damage.Maximize economic benefitstohost community. Encourage moreequalityinrelationship 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).


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236 Acta turistica. Vol 22 (2010), No 2, pp 131-2525 3 Glob alne inicijative koje se bave

ponasanjem turistaProblematikom 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 vodicpod nazivom Odgovorni turisti i putnici The responsible tourist and traveller), ukojem se dfinira 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 pom ognite lokalnuekonomiju; Informirajte se o zdravstvenojsituaciji u destinaciji; Nauc ite 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 Purpo ses) kojom jekreiran kodeks nazvanCode 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,

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 ofth desdnation.

Am ong 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 Pu rposes), whichhelped create theCode of Conduct for TheProtection of Children from SexualExploitation in T ravel 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-


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K. Buar, S, Skoric, D, Prebezac: Pravila ponasanja u turizmu i njihov utjecaj na odrzivi turizam 7tinaciji te redovito izvjestavanje o ucinje-nom (godisnje) (THEC OD E, 2010).

I neke dm ge 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 {International ntr for Responsible Tourism) itd., imajurazvijena i svoja pravila ponasanja.

5 4 Lok alne inicijative koje se baveponaSanjem turistaPored znacajnih globalnih inicij ativa,postoji i niz lokalnih inicijativa i pravilakoja se bave ponasanjem turista. Prema is-trazivanju UN EP/IE (Mock i O Neil, 1996)ove je inicijative moguce podijeliti na opeapravila ponasanja, pravila ponasanja za spe-cijalizirane aktivnosti te pravila ponasanja

za pojedine lokacije. O pea 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 u

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 touristsIn addition to the significant global ini-tiatives there are number of local initiativesand policies that deal with the behaviour oftourists. According to the research byUN EP/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, but

also 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 to


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23 8 Acta turistica. Vol 22 (201 0), No 2, pp 131-252pusenje 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 potreb no 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, zd ravstvene zastite, sigum ostite prirodnih uvjeta (FCO, 2010). Isto tako,pojedine zemlje ili pak podmcja na svojimIntemet stranicama nude razlicita pravilaponasanja (primjerice, Dominikanska repu-blika, Maro ko, 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 u nistid.Tako primjerice, ukoliko se turisti zele vo-ziti biciklom po Mauriciusu, moraju posti-vad razvijena p ravila 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 M aldivima velika je vjerojatnostda ce dobiti brosum u kojoj se promovirafotografiranje koje je u skladu s prirodom

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 basicprem ise of these m ies 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 sustainab ility. 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 of


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K, Bucar, S, koric, D, Prebezac: Pravila ponaSanja u turizmu i njihov utjecaj na odrzivi turizam 23 9z pojedine lok cije 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 implemen tacija pravilaponasanjaNeovisno 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 koristenje

pomogne 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-

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

5 5 Goals and implementation ofcodes of conductRegardless of who created them or whotheir target group is, well-developed m ies ofconduct have certain characteristics. Themies must be clear, easily understandableand comprehensive, so that their use wouldhelp in addressing specific situations, but

they 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 inM ason, 200 8:225): 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 mie s 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


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4 Acta turistica. Vol 22 2010), No 2, pp 131-252rovoljne naravi, sam procs njihovog krei-ranja i implementacije suocen je s razlicitimproblemim a otezana valorizacija ucinakapostignutih pravilima ponasanja, postojanjevise razlicitih pravila ponasanja za isto pod-mcje, cesto su klasican marketinski instm-ment a ne promotor odrzivog turizma, in-kcioniraju na dobrovoljnoj osnovi, odnosnosamoregulaciji M ason, 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 M ason, 2 008 ). Finally, it is imporian t 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 iskustvaI 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 podrzala

Agendu 2 te preuzela obveze koje proiz-laze iz Milenijske deklaracije i Milenijskih

5 6 Croatian experienceCroatia 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 obligations


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K. Bucar, S. Skoric, D. Prebezac: Pravila ponasanja u turizmu i njihov utjecaj na odrzivi turizam 4nira temeljna ncela 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 Jadran a 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-

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.

pravila ponasanja u turizmu

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