18 April 2019

Research pick: Musical tourism in Croatia - "Audio management in the development and branding of Krk Island"

Music is an essential element of both the tourism offering and promotion in branding a holiday destination, according to researchers writing in the International Journal of Tourism Policy. Indeed, music can make a tourist destination unique and distinctive. Christian Stipanovi, and Diana Grguri of the University of Rijeka, working with NataĊĦa Jurina of the City of Krk Tourist Board, Krk, Croatia, discuss the details.

Krk is the most populous islands of the Adriatic Sea, lying towards the north near Rijeka on the Dalmatian Coast in the Bay of Kvarner. It covers more than 400 square kilometres as does the neighbouring island of Cres, although Cres has a population of three thousand or so compared with Krk’s approximately 20000 inhabitants. It is a popular tourist destination being connected to the mainland by a concrete bridge and in relatively close proximity to Slovenia, Hungary, Southern Germany, Austria, and Northern Italy.

The team reports that the traditional music of Krk, whether performed live or recorded music at various venues and locations across the island is an important part of the authenticity, culture, and heritage of the island. “Recently the destination has sought to innovate its music offering to reflect the island’s sustainable development strategy and, by implementing its own development concept model,” the team writes.

The team’s study shows that audio management represents a crucial dimension of an integrated tourism product based on sustainable development and indigenous values. They add that it can improve the destination’s tourist offering and the overall experience for visitors but only if there is planning for music, noise control, and acoustic design, in venues for instance.

Stipanovi?, C., Grguri?, D. and Jurina, N. (2018) ‘Audio management in the development and branding of Krk Island’, Int. J. Tourism Policy, Vol. 8, No. 4, pp.319-336.

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