Importance of Tourism Valorisation of Croatian Gastro-Cultural Heritage

Purpose - The aim of this paper is to examine potentials of tourism valorisation of traditional and authentic gastro-cultural heritage regarding qualitative improvement of Croatian tourism.Methodology - The research was primarily based on the qualitative method. The authors conducted an in-depth interview with the relevant representatives of public and tourism sector involved in the integration of the tourism product.Findings - Our findings show that regardless of the activities and efforts that the public sector, the economy and industry and sector organizations have invested in its identification, gastro-cultural heritage as part of the total intangible cultural heritage of Croatia has not been sufficiently valued or affirmed in the international context. However, the respondents generally agree with the need for tourist valorisation of gastro-cultural heritage. But, there are also some differences in attitudes among public and tourism sector respondents.Contribution - In a theoretical sense, the paper contributed in the development of a scientific approach to tourism valorisation of gastro-culture in general. In the applicative sense the paper is the first study to propose the development of the tourism valorisation model of Croatian traditional and authentic gastro-cultural heritage for the purpose of qualitative improvement of Croatian tourism and its affirmation on the international tourist market.