KNjIGA SAžETAKA / BOOK Of ABSTRACTS - Treći međunarodni ...

3. TemATSkA cJelinA: kReiRAnJe i DiSTRiBUciJA pRoizvoDA RURAlnog TURizmA
Mr Keith Pierce
Pierce Dizajn d.o.o.
Pogancec 42, 10346 Preseka. (Zagreb County)
tel.: 01 2727 911
GSM: 099 5050 931
e-mail: keith@inlandcroatia.com
web: www.saprocro.com; www.inlandcroatia.com
Title:
Creating “Eco-Villages” in rural Croatia.
Keywords:
village, architecture, sustainability, heritage, tourism.
Format:
Written paper and market research prepared for internal
company use.
Theme:
Investigating the commercial and economic viability of
building restored traditional properties and rejuvenating
rural villages in Croatia.
Purpose:
The purpose of the study was to; 1) Investigate the potential
real estate market for restored traditional village
properties.
2) Calculate the commercial viability of restoring traditional
village properties.
3) Consider the environmental costs and social-economic
impacts of rejuvenating a local sustainable
community.
4) Identify any unique advantages (USP) of such a
project and the type of business model needed to
exploit them.
Approach:
Our research was conducted in the form of direct interviews,
informal conversations and email correspondence
with over 300 people between 2005 and 2009.
Meetings were conducted in the UK and in Croatia
through face to face interaction at trade shows and
exhibitions, workplace and home visits, direct email and
other online methods. Approximately 10% of respondents
were people already living in rural villages and 90%
were people that were actively considering or would
consider doing so.
Findings:
Our findings clearly showed a good potential market for
buyers of restored traditional properties within a rural
environment. Precise demographic groups were identified
providing accurate marketing information across a
Structured Abstract
wide range of sectors including sustainability, environment,
renewable energy production and energy conservation,
water management, waste disposal and recycling.
Geographical and social infrastructure matters
were highlighted as crucial factors as were employment
opportunities and the commuting options. Generating
secondary/alternative income streams locally through
self employment was identified as a highly attractive option,
particularly that of providing rural tourism accommodation
and associated activities. Primary concerns
were those of language barriers and access to funding.
Originality & Value:
The research is original in that it identifies realistic ways
of rejuvenating rural villages primarily through the restoration
and sale of traditional properties. It provides
valuable information on the demographics of likely
buyers and their future employment and business intentions.
It provides good indications of how local macro
economics can be established and village communities
can develop rural tourism opportunities.
Research Implications:
The implications of our research findings are that;
1) Restoration of traditional properties can be commercially
viable.
2) Rejuvenation of rural villages will lead to macro-economic
revival at a local level.
3) New “green” employment opportunities will be created.
4) There is potential for rural village communities to
become self sustaining.
Practical Implications:
Practical implications to our company have been;
1) Implementation of successful marketing and sales
campaigns.
2) €100,000 invested in real estate, buildings and other
associated costs.
3) Identified specific areas of weaknesses where partnerships
are required.
4) Creation of medium term business plan and replication
model.
5) Evaluation/calculation of non financial profits.
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