Tourismological valorization of intangible cultural heritage of Serbia According to the Hilary du Cros method

Abstract

The folk artistry of Serbia is rich in spiritual values tied to customs, celebrations, music, song, dance, games, stories and legends, and this kind of cultural heritage is presented through numerous festivals, events and tourist manifestations. In 2012, the network for the safeguarding of intangible cultural heritage was formed, comprised of the National committee for intangible cultural heritage, the Commission for admission into the registry of intangible cultural heritage, a network of coordinators and the Center for intangible cultural heritage of Serbia. These institutions have chosen 6 elements of intangible cultural heritage, out of 27 suggestions: the slava, the Đurđevdan ritual, the kolo dance, singing accompanied by gusle, Slovakian naive painting, the custom of making and lighting farmers’ candles, Pirot carpet weaving, and Zlakusa pottery as elements of cultural heritage which reflect the national and cultural identity of the Serbian people, and Slavic minorities. These elements of intangible cultural heritage have a certain tourism potential and can represent an important factor in the forming of the tourist brand of Serbia. In order to determine the importance of the 27 suggestions of intangible cultural elements of Serbia, an analysis was conducted, using an adapted form of the Hilary du Cros method of tourist valorization.

Intangible Cultural Heritage as Tourism Resource of Serbia

“…Heritage in the Tourist Offer of Serbia By the analysis of the first 27 elements of intangible cultural heritage from the National Registry, a group of authors tried to make their tourism valorization using the Hilary du Cros method [21]. The factors evaluated were related to the market attractiveness of the elements of intangible heritage (the value of the environment, whether it is known outside the local community, as well as the value of national symbols, revival of cultural sites, its specificity compared to surrounding attractions, attraction for specific needs, complementarity with other resources in the area, association with other cultural amenities, attractiveness, accessibility, transport possibilities, proximity to other attractions and service facilities at the destination), as well as elements of cultural significance and sensitivity of cultural property (aesthetic, historical, educational, social and scientific research value, representativeness, sensitivity, state of preservation, management, monitoring, investment potential and the possibility of negative impacts of modifications and a large number of visitors) [22].…”

“…15 The analysis showed that not all of the 27 elements of ICH have the same potential to be a part of cultural tourism offer of Serbia. Top rated in both categories were Kolo (102 points), Prayer under Midžor (102), Vuk's Convocation (101), St Patron's day (96), Slovak naive art painting (95) and Zlakusa pottery (95) [23].…”

“…Increased demand for their products and noticeably greater interest in the village itself encouraged the entire community to make their potential more sustainable. Thus were created: Ethno park "Terzića avlija" which aims to deal with the exhibition and tourism activity, and also organizes environmental programs; 21 Ethno association "Zavičaj" which brings together folk performing groups of different ages and organizes events such as the "Zlakusa in song and dance" and "Singing Yard"; 22 Association of potters "Zlakusa" whose main purpose is to preserve authentic technological process, improve quality and fight against counterfeiting of Zlakuska products [27]; 23 Women's Association "Zlakušanke" which brings together local women skilled in preparing traditional meals etc. 24 The event which should promote Zlakusa pottery -"Pottery fest", within a broader manifestation "Autumn in Zlakusa" involving all the mentioned associations, although initially well-conceived it failed to cope with the demands of the wider community leading to the replacement of the hand-wheel and the bonfire -žižanica [28,29] with loud music in the tents.…”

“…These elements of intangible cultural heritage, and those have a lower ranking in the aforementioned analysis, often do not represent independent tourist attraction, but more often represent complementary values [31]. Even when they can be regarded as autonomous tourist attractions, such as the Zlakusa pottery, the association with other elements of intangible and tangible cultural heritage contributes to their attractiveness through presentation in the context.…”

Improvement of tourist valorization: Case study of the Viminacium archaeological site

“…Scientifically recognized and recognizable model of tourist valorization of cultural goods is the Hilary du Cros model (du Cros, 2000). On the example of the Viminacium Archaeological Site, this model was applied by Маровић and Петровић (2012) and was repeatedly applied in the valorization of the monumental heritage in our country (Stamenković & Jakšić, 2013;Boškov, Kortla, Košić & Lulić 2015;Voza & Vuković, 2012;Bjeljac, Terzić & Ćurčić, 2014).…”