| Abstract | U modernom svijetu, koji se ubrzano kreće pod utjecajem globalizacije, u vrijeme razvoja tehnologije, a prije svega povoljnih letova, zahtjevi suvremenih turista su se povećeli. Oni se više ne zadovoljavaju pukim obilascima turističkih atrakcija i znamenitosti, već očekuju od turističke ponude poseban doživljaj, traže autentična, vrijedna i multisenzorna iskustva na svojim putovanjima. Takva putovanja, odnosno aktivnosti turista neminovno generiraju određene prihode kako u osnovnim, tako i u komplementarnim djelatnostima turizma. Pozornost se dakle s proizvoda ili usluge preusmjerila na doživljaj kao element dodane vrijednosti za postizanje konkurentske prednosti i upravo zato doživljaj predstavlja najbitniji element postmodernog potrošačkog društva, a samim time smatran je središnjim aspektom suvremene turističke industrije. Nadalje, Hrvatska se zbog svog iznimnog geografskog položaja, morfologije tla te povoljne klime uvelike oslanja na ovu gospodarsku granu, no kako bi ostala konkurentna na tržištu, neophodno je stalno prilagođavanje potrebama i željama kupaca. Činjenica je da na nacionalnoj razini postoji problem nedovoljno razvijene strategije, nedovoljna međusektorska suradnja i nejasna vizija. S druge strane Istra je pak svojim proaktivnim djelovanjem postala primjerom dobre prakse i dokaz da se ulaganje u ovaj segment turizma itekako isplati. Teorijski cilj istraživanja ovog rada je važnost i uloga doživljajnog turizma kao suvremenog alata u turizmu, na primjeru Istre te vlastitog projekta The Art of Dining. U slobodnom prijevodu "umjetnost objedovanja" je novi koncept stvaranja ugodnog i nezaboravnog iskustva kroz hranu i blagovanje koje uključuje kulturnu baštinu kao ambijent, uslugu u vidu glumaca, a koji u simbiozi stvaraju jedno potpuno novo osjetilno iskustvo za goste. Stvaranje uspješnog gastronomskog iskustva zahtijeva pažljivu pozornost prema svakom detalju, od odabira i pripreme hrane do rasvjete, glazbe, dekora i usluge. Cilj je pružiti atmosferu koja nije samo vizualno privlačna, već je kreativno pomno isplanirana do najsitnijih detalja kako bi posjetitelje uvukla u priču, a samim time produbila iskustvo i emocionalnu vezu s likovima i pričom. Osim fizičkih elemenata večere, ovakav vid događaja uključuje i društveni aspekt, odnosno interakciju s gostima, predviđanje njihovih potreba i pružanje vrhunske usluge kako bi se osiguralo iznimno iskustvo. |
| Abstract (english) | Modern tourism has been shaped by globalization and new technologies which led to the growth of tourism as an industry. This has been facilitated by the development of transportation and communication technologies that have made travel easier and more accessible. While in the past, tourists were content with simply visiting famous landmarks and must-see destinations, many modern tourists now seek experiences that go beyond traditional sightseeing. Today they are looking for unique and authentic experiences that allow them to immerse themselves in the local culture and truly connect with the people and places they are visiting. Attention has therefore shifted from the product or service to the experience as an element of added value. That's why the experience represents the most valuable element and central aspect of the modern tourism industry. Due to its exceptional geographical position, morphology and favorable climate, Croatia relies heavily on this economic branch, but in order to remain competitive on the market, it is necessary to constantly adapt to the needs and wishes of customers. There is a problem of insufficiently developed strategy at the national level, weak intersectoral cooperation and unclear vision. On the other hand, Istria, with its proactive actions, has become an example of good practice and proof that investing in this segment of tourism is well worth it. The theoretical goal of this final thesis is the importance and role of experience tourism as a modern tool in tourism, on the example of the project The Art of Dining. This new concept of creating an enjoyable and memorable experience through food and dining includes cultural heritage as an ambience, service in the form of actors, which combination creates a completely new sensory experience. Creating a successful dining experience requires careful attention to every detail, from the selection and preparation of food to the lighting, music, decor, and service. The goal is to provide an atmosphere that is not only visually appealing, but is creatively and carefully planned to the smallest details in order to draw visitors into the story, thereby deepening the experience and emotional connection with the characters and the story. In addition to the physical elements of the dining, this type of event also includes a social aspect, engaging with guests, anticipating their needs and providing quality service to ensure an exceptional dining experience. |
