Sustainable marketing as a competitive edge of a destination cultural tourist product

Dubrovnik, grad bogat kulturnom povijesnom baštinom, nudi mnoge kulturne turističke proizvode svojim posjetiteljima. Svojim srednjovjekovnim šarmom, starim građevinama koje potječu iz njegove daleke, bogate povijesti te blizinom mora privlači brojne posjetitelje svake godine. Zbog kulturnih atrakcija Dubrovnika i popularnosti među turistima, u ovom radu provedeno je istraživanje je li turistima važna održivost, implementacija održivog marketinga u kulturni turistički proizvod te ispunjuju li performanse kulturnih atraktivnosti Dubrovnika njihovu važnost. Rezultati istraživanja pokazuju da se ispitanici smatraju ekološki osviještenim osobama, voljni su konzumirati održivi kulturni turistički proizvod te smatraju da kulturni turizam ima pozitivne ekonomske i društveno – kulturne učinke, ali negativne ekološke učinke. Rezultati ocjene važnosti i kvalitete kulturnih atrakcija u Dubrovnika ukazuju na signifikantne razlike, odnosno, odstupanja, to jest, performanse atrakcija ne odgovaraju njihovoj važnosti. Međutim, posjetitelji Dubrovnika su zadovoljni kulturnom turističkom ponudom destinacije te smatraju da kulturni turizam ima pozitivne ekonomske i društveno – kulturne učinke, ali negativne ekološke učinke na destinaciju.Dubrovnik, a city full of cultural historical heritage offers many cultural tourism products to its visitors. Its medieval charm, old buildings who originate from ancient history and the fact that it's close to the sea, attracts numerous visitors every year. Due to Dubrovniks cultural attractions and its popularity among tourist, this paper holds a research on the importance of sustainability among tourists, implementation of sustainability marketing in cultural tourism product and does the performance of cultural attractions in Dubrovnik meet their importance. The study shows that respondents consider themselves as environmentally conscious, they are willing to consume sustainable cultural product and they think that cultural tourism has positive socio – cultural and economical effects but negative ecological effects on destionation. The results of evaluation regarding to importance and quality of Dubrovniks cultural tourism products shows that there are significant differences. In other words, performance of the attractions don't match their value. However, the visitors of Dubrovnik are satisfied with cultural tourism offer and they consider that cultural tourism in Dubrovnik has positive socio – cultural and economical effects, but negative ecological effects on destination