Journal of Sustainable Tourism
Editors: Bill Bramwell (Sheffield Hallam University) and Bernard Lane (Visiting Research Fellow, Sheffield Hallam University)
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Volume: 11 Number: 2 Page: 280–294
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Rejuvenation, Diversification and Imagery: Sustainability Conflicts for Tourism Policy in the Eastern Adriatic
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Derek Hall
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Employing a comparative perspective, this paper offers a critical evaluation of the post-conflict tourism policies of the former Yugoslav republics bordering on the eastern Adriatic. Policies for destination
rejuvenation and national re-imaging are evaluated. The role of coastal areas within national policy is examined. Two aspects are emphasised: variations in ability to diversify and upgrade coastal destinations;
and the capacity to diversify, at a national level, away from coastal dominance. The extent to which tourism imagery articulates national identity is assessed. This analysis is set within the context of
the region's trajectory away from a period of bitter conflict and from the heritage of a state socialist past. The paper concludes that the challenges, tensions and conflicts of sustainability reveal both
similarities and contrasts for each of the three 'countries' under review.
© Multilingual Matters 2003
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