Development of memorial tourism as a new concept - possibilities and restrictions

The purpose – The purpose of this paper is to understand the meaning of dark and memorial tourism better, as well as to create basic preconditions for relatively new concept of tourism in Croatia, as dark and memorial tourism is well defined subject internationally. Design – The theoretical background of the topic is been presented, and further institutional support for the development of memorial tourism. The special focus is given to analysis of the factors that influence the implementation of memorial tourism in area of regional economic development strategy according to the principles of triple helix but also quintuple helix cooperation – this type of tourism rely on support from the institutions, official tourism associations and local communities. Methodology/approach – Recent scientific literature analyzed in the paper (memorial tourism, dark tourism, thanatourism, phoenix tourism) present new advances and research results in the field of memorial tourism as theoretical reflection of good (best) international practice. It determines the views of the authors referring to the new trends of modern tourism consumers. Vukovar-Srijem County as a space of political and cultural importance allows, through its touristic production and consumption, for a ritual space that exists outside of time (“heritage that hurts”, “life-changing points of shock”, Stone, 2014). After identifying and analysing both the existing resources of the region and institutional requirements for potential development of memorial tourism a management proposal will be made for the development of a new concept of tourism in Croatia. Findings – According to the data of the Ministry of War Veterans of the Republic of Croatia (2013), up to May 18, 2011, 143 mass graves have been found in the Republic of Croatia, most of them in Vukovar-Srijem County. Inadequate cooperation between the tourism stakeholders and university sector, at regional i.e. national level and veterans’ associations as the main drivers of development of memorial centres resulted in inadequately developed tourism product. Originality of the research – In the paper marketing is used as a mechanism to achieve strategic objectives of destination regions and thus, should be guided by the policies for regional development. The triple helix and quintuple helix innovation paradigm is based on the integration of commercialization, empirical knowledge, public good and civil society. To facilitate the development of memorial tourism, it is recommended to strengthen the cooperation with scientific institutions both in regional and national level in order to establish the facts and prevent further dissemination of occasionally false information about war time events and as a return measure suggest an acceptable marketing mix of memorial tourism product. Furthermore, tourism businesses, especially tourist agencies, have to become involved in receptive tourist programmes as soon as possible. Namely, the majority of tourist agencies are oriented towards emissive business operations. It is evident, though, that nothing can be done without a source of financing and coordination that can be provided by regional administration.