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Cultural identity and tourism are today inevitably linked: in the globalized world of unified values and dramatic economic, political and social changes, tourism becomes an opportunity for cultural and social contact, communication and cultural exchange. A growing need for confirmation of local cultural identities as well as the tourists search for identity could be seen as a response to the globalization of cultural trends. In this paper we set the hypothesis that the cultural tourism, as a sustainable alternative to mass tourism, represents the best model for local development in the turbulent global context, because it optimally uses the authentic characteristics of destinations and the unique elements of identity to differentiate them from competitors. In this way, it protects and strengthens the cultural identity, values, lifestyle and economy of local communities. To test our hypothesis, we conducted a primary research. We used a hybrid methodological strategy, combining quantitative and qualitative methods in order to examine 417 tourists, 296 local residents and 15 experts. We have conducted parallel content analysis of monographs and multimedia resources. Collected data have shown that the key elements of the destination identity are heritage tourism, creative industries, multiculturality and the local way of life.

Cultural identity and cultural tourism: Between the local and the global (a case study of Pula, Croatia)