The document announces an international scientific conference held in Osijek, Croatia from March 20-21, 2013 on the themes of culture, society, and identity in Europe. The conference included discussions of topics such as cultural identity and diversity in the context of globalization, cultural tourism, and managing cultural heritage and intangible cultural traditions in a sustainable way. Presenters explored how globalization and new communication technologies impact cultural preservation and identity formation.

1. INTERNATIONAL INTERDISCIPLINARY SCIENTIFIC CONFERENCE
“CULTURE, SOCIETY, IDENTITY – THE EUROPEAN REALITIES”
OSIJEK, 20 – 21 MARCH 2013
Cultural Identity vs. Globalization,
Transmodern Cultural Tourism
Authors:
Univ. Spec. Oec. Jesenka Ricl
President of Croatian Association of Cultural Tourism, Osijek
Prof.Dr.Sc. Mirna Leko – Simic
Faculty of Economics, Osijek

2. Cultural Identity And Cultural Diversity Multiplied By Globalization Process?
“common heritage of humanity”
Universal Declaration on Cultural Diversity adopted by
UNESCO in 2001.
“the way a given community looks
at itself and presents itself to outsiders”
INTERNATIONAL INTERDISCIPLINARY SCIENTIFIC CONFERENCE “CULTURE, SOCIETY, IDENTITY – EUROPEAN REALITIES”
OSIJEK, 20 – 21 MARCH 2013.

3. INTERNATIONAL INTERDISCIPLINARY SCIENTIFIC CONFERENCE “CULTURE, SOCIETY, IDENTITY – EUROPEAN REALITIES”
OSIJEK, 20 – 21 MARCH 2013.

4. Coexisting of sometimes
different
contrary values
and diversities
INTERNATIONAL INTERDISCIPLINARY SCIENTIFIC CONFERENCE “CULTURE, SOCIETY, IDENTITY – EUROPEAN REALITIES”
OSIJEK, 20 – 21 MARCH 2013.

5. Subjective
Free
Creative
Concerned
Connected
INTERNATIONAL INTERDISCIPLINARY SCIENTIFIC CONFERENCE “CULTURE, SOCIETY, IDENTITY – EUROPEAN REALITIES”
OSIJEK, 20 – 21 MARCH 2013.

6. Global understanding of cultural identity enhances
sense of belonging, collectiveness and nationality
INTERNATIONAL INTERDISCIPLINARY SCIENTIFIC CONFERENCE “CULTURE, SOCIETY, IDENTITY – EUROPEAN REALITIES”
OSIJEK, 20 – 21 MARCH 2013.

7. Culture Concerned
Society
Who are we?
What do we
own?
Where are
we going?
INTERNATIONAL INTERDISCIPLINARY SCIENTIFIC CONFERENCE “CULTURE, SOCIETY, IDENTITY – EUROPEAN REALITIES”
OSIJEK, 20 – 21 MARCH 2013.

8. Global Interactive Heritage
Economic role of heritage
How does it affect process
of heritage controlling and
safeguarding ?
Globalization Stimulates
Needs And Trends
Development
Laws And Legislation Versus Needs Of Local
Communities
INTERNATIONAL INTERDISCIPLINARY SCIENTIFIC CONFERENCE “CULTURE, SOCIETY, IDENTITY – EUROPEAN REALITIES”
OSIJEK, 20 – 21 MARCH 2013.

9. Impact of globalization: Be aware of:
•Awareness •Loss of Mother Tongue
•Appreciation •Extinction of Rituals
•Affiliation
•Data Analysis and Classification
When Cultural Heritage is Involved…
INTERNATIONAL INTERDISCIPLINARY SCIENTIFIC CONFERENCE “CULTURE, SOCIETY, IDENTITY – EUROPEAN REALITIES”
OSIJEK, 20 – 21 MARCH 2013.

10. Inseparable
Cultural
Heritage
Tangible and Intangible
Cultural Heritage
INTERNATIONAL INTERDISCIPLINARY SCIENTIFIC CONFERENCE “CULTURE, SOCIETY, IDENTITY – EUROPEAN REALITIES”
OSIJEK, 20 – 21 MARCH 2013.

11. Intangible Cultural Heritage - Transmitted through
generations and constantly recreated, It provides humanity
with a sense of identity and continuity.
INTERNATIONAL INTERDISCIPLINARY SCIENTIFIC CONFERENCE “CULTURE, SOCIETY, IDENTITY – EUROPEAN REALITIES”
OSIJEK, 20 – 21 MARCH 2013.

12. .
Transmodernity – “a planetary vision in which humans are
beginning to realize that we are all (including plants and
animals) connected into one system, which makes us all
interdependent, vulnerable and responsible for the Earth as an
indivisible living community” Ghisi 2008.
INTERNATIONAL INTERDISCIPLINARY SCIENTIFIC CONFERENCE “CULTURE, SOCIETY, IDENTITY – EUROPEAN REALITIES”
OSIJEK, 20 – 21 MARCH 2013.

13. .
.
Never Ending Economical Growth
Material Wealth Obsession
INTERNATIONAL INTERDISCIPLINARY SCIENTIFIC CONFERENCE “CULTURE, SOCIETY, IDENTITY – EUROPEAN REALITIES”
OSIJEK, 20 – 21 MARCH 2013.

14. Quality Life Concept As Criteria For Prosperity
.
Tourism Is A Key Factor Showing Global Change In Human
Consciousness
.
INTERNATIONAL INTERDISCIPLINARY SCIENTIFIC CONFERENCE “CULTURE, SOCIETY, IDENTITY – EUROPEAN REALITIES”
OSIJEK, 20 – 21 MARCH 2013.

15. .
Travel
Motivation
Global Traditions
And Customs
INTERNATIONAL INTERDISCIPLINARY SCIENTIFIC CONFERENCE “CULTURE, SOCIETY, IDENTITY – EUROPEAN REALITIES”
OSIJEK, 20 – 21 MARCH 2013.

16. Transmodern Traveler Is Awake, Alert And Aware Of How
He/She Affects Local Receptive Community
.
INTERNATIONAL INTERDISCIPLINARY SCIENTIFIC CONFERENCE “CULTURE, SOCIETY, IDENTITY – EUROPEAN REALITIES”
OSIJEK, 20 – 21 MARCH 2013.

17. Croatia a Cultural Tourism Destination?
.
Transmodern? Sustainable?
INTERNATIONAL INTERDISCIPLINARY SCIENTIFIC CONFERENCE “CULTURE, SOCIETY, IDENTITY – EUROPEAN REALITIES”
OSIJEK, 20 – 21 MARCH 2013.

18. Percentage of Cultural
Tourism Visitors according
to Croatia Cultural Tourism
Development Strategy
8%
cultural
tourism
others
92%
INTERNATIONAL INTERDISCIPLINARY SCIENTIFIC CONFERENCE “CULTURE, SOCIETY, IDENTITY – EUROPEAN REALITIES”
OSIJEK, 20 – 21 MARCH 2013.

19. Cultural Tourism Development Strategy
INTERNATIONAL INTERDISCIPLINARY SCIENTIFIC CONFERENCE “CULTURE, SOCIETY, IDENTITY – EUROPEAN REALITIES”
OSIJEK, 20 – 21 MARCH 2013.

20. The natural and cultural heritage, diversities and
living cultures are major tourism attraction.
INTERNATIONAL INTERDISCIPLINARY SCIENTIFIC CONFERENCE “CULTURE, SOCIETY, IDENTITY – EUROPEAN REALITIES”
OSIJEK, 20 – 21 MARCH 2013.

21. Cultural Tourism Benefits
INTERNATIONAL INTERDISCIPLINARY SCIENTIFIC CONFERENCE “CULTURE, SOCIETY, IDENTITY – EUROPEAN REALITIES”
OSIJEK, 20 – 21 MARCH 2013.

22. Heritage Management In Croatia
The relationship between Heritage Places and Tourism is dynamic
and may involve conflicting values. It should be managed in a
sustainable way for present and future generations.
INTERNATIONAL INTERDISCIPLINARY SCIENTIFIC CONFERENCE “CULTURE, SOCIETY, IDENTITY – EUROPEAN REALITIES”
OSIJEK, 20 – 21 MARCH 2013.

23. Cultural Tourism Management
Developing Strategy For Cultural Heritage Management Based On
Marketing, Touristic And Scientific Utilization.
Cultural Tourism Development must take In consideration:
Understanding the links
Defining tourism products
Identifying stakeholders and establishing participation mechanisms
Maintaining authenticity
Creating partnerships
Setting limits of acceptable change
Balancing education and entertainment
Seeking short-term rather than long-term gain
Ensuring cultural dynamism
Need for research and monitoring systems
INTERNATIONAL INTERDISCIPLINARY SCIENTIFIC CONFERENCE “CULTURE, SOCIETY, IDENTITY – EUROPEAN REALITIES”
OSIJEK, 20 – 21 MARCH 2013.

24. Social Media has become #1 activity
World Wide Web on the web
Information Hiper – Segmentation
Offer Hiper – Diversification
INTERNATIONAL INTERDISCIPLINARY SCIENTIFIC CONFERENCE “CULTURE, SOCIETY, IDENTITY – EUROPEAN REALITIES”
OSIJEK, 20 – 21 MARCH 2013.

25. Potential Customer Communication Development
Cultural identity and cultural diversity emphasis
INTERNATIONAL INTERDISCIPLINARY SCIENTIFIC CONFERENCE “CULTURE, SOCIETY, IDENTITY – EUROPEAN REALITIES”
OSIJEK, 20 – 21 MARCH 2013.

26. Communication Channel
Distribution Channel
Transmodern Age
Transaction Channel
INTERNATIONAL INTERDISCIPLINARY SCIENTIFIC CONFERENCE “CULTURE, SOCIETY, IDENTITY – EUROPEAN REALITIES”
OSIJEK, 20 – 21 MARCH 2013.

27. Source: Google Chrome Tanjore Commercial
A Dying Indian Art Form, Brought Back To Life
INTERNATIONAL INTERDISCIPLINARY SCIENTIFIC CONFERENCE “CULTURE, SOCIETY, IDENTITY – EUROPEAN REALITIES”
OSIJEK, 20 – 21 MARCH 2013.

28. Direct Marketing Approach
Cultural Heritage Management and Safeguarding
Unique Destination Image Creation
Satisfied Transmodern Tourist/Traveler
Promoter Of Tourism Product
INTERNATIONAL INTERDISCIPLINARY SCIENTIFIC CONFERENCE “CULTURE, SOCIETY, IDENTITY – EUROPEAN REALITIES”
OSIJEK, 20 – 21 MARCH 2013.

29. “a tool to turn culture to fourth pillar of sustainable
development”
ENVIRONMENT
CULTURE SUSTAINABLE SOCIAL
DEVELOPMENT INCLUSION
ECONOMICS
INTERNATIONAL INTERDISCIPLINARY SCIENTIFIC CONFERENCE “CULTURE, SOCIETY, IDENTITY – EUROPEAN REALITIES”
OSIJEK, 20 – 21 MARCH 2013.

30. Thank You For Your Attention
Questions? Feel free to contact us.
Univ.Spec.Oec. Jesenka Ricl
Croatian Association of Cultural Tourism
Kralja P. Svacica 62, 31000 Osijek, Croatia
E-mail: jesenkaricl@gmail.com
Prof.Dr.Sc. Mirna Leko – Simic
Faculty of Economics
Gajev trg 7, 31000 Osijek, Croatia
E-mail: lekom@efos.hr
INTERNATIONAL INTERDISCIPLINARY SCIENTIFIC CONFERENCE “CULTURE, SOCIETY, IDENTITY – EUROPEAN REALITIES”
OSIJEK, 20 – 21 MARCH 2013.