Assistant professor Dražen Ćućić, Ph. D.Faculty of Economics in OsijekDepartment of National and International EconomicsE-mail: dcucic@efos.hr

M. Sc. Renata Petrović, doctoral studentTrade and Commercial School “Davor Milas” in OsijekE-mail: rencipet@gmail.com

Krešimir Herceg, M. Sc. Econ.NGO (Association of Marketing Activities Lima)E-mail: kherceg@gmail.com

IZAZOVI I POTENCIJALI CIKLOTURIZMA U SLAVONIJI I BARANJI

SAŽETAK

Na području Republike Hrvatske turizam je značajno podignuo svoje poslovne rezultate od 2000. godine do danas. Prirodne atrakcije, bio raznolikost, bogata povijesno - kulturna baština, klima, gastro i eno ponuda, stupanj sigurnosti zasigurno predstavljaju značajne potencijale Hrvatskog turizma i iz godine u godinu privlače sve više turistaCikloturizam, kao jedan od oblika selektivnog turizma, kako u Europi tako i u Svijetu predstavlja jedan od turističkih proizvoda s najvećom perspektivom razvoja. S obzirom na svoju bogato povijesno – kulturnu baštinu, atraktivan i raznolik prirodni okoliš, povoljnu klimu, sigurnost zemlje te veliko broj cesta s manjim intenzitetom motornog prometa i ostalih putova pogodnih za kretanje bicikala pružaju Slavoniji i Baranji brojne komparativne prednosti za razvoj cikloturizma.Budući da je Slavonija i Baranja prema statističkim podacima Ministarstva turizma na začelju prema broju turista i noćenja u Republici Hrvatskoj, primarni je cilj ovoga rada postaviti smjernice i definirati korake za razvoj cikloturizma na njezinom području, odnosno ključne aktivnosti koje će dovesti do povećanja potrošnje i povećanog broja noćenja u sezonama od 2018. – 2020., povećanog broja dolazaka cikloturista generiranjem potražnje kroz razvoj i promoviranje novih proizvoda i usluga. Metodologija istraživanja temelji se na sekundarnom istraživanju, ali i na primarnom istraživanju putem online ankete.Ovim radom nastojimo definirati viziju i smjernice za razvoj cikloturizma te detektirati tržišne segmente u cikloturizmu.

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CHALLENGES AND POTENTIALS OF CYCLOTOURISM IN SLAVONIA AND BARANJA

ABSTRACT

Tourism has significantly increased its business results in the Republic of Croatia since 2000 to date. Natural attractions, bio-diversity, rich historical and cultural heritage, climate, gastronomic and oenological offer, and the level of security are certainly a significant potential of Croatian tourism, attracting more and more tourists every year. Cyclotourism, as one of the forms of selective tourism, both in Europe and in the World is one of the tourism products with the greatest prospect of development. Its rich historical and cultural heritage, attractive and diverse natural environment, favourable climate, the security of the country, a large number of roads with lower intensity of motor traffic and other paths suitable for cycling provide Slavonia and Baranja with numerous comparative advantages for the development of cyclotourism.Since Slavonia and Baranja, according to statistical data of the Ministry of Tourism, is a region with the lowest number of tourists and overnight stays in the Republic of Croatia, the primary objective of this paper is to set guidelines and define the steps for cyclotourism development in its area, i.e. key activities that will lead to increased consumption and increased number of overnight stays in the seasons from 2018 to 2020, and increased number of cyclotouristic arrivals by generating demand through the development and promotion of new products and services.The research methodology is based on the secondary, desk research, as well as on the primary research through an online survey.This paper seeks to define the vision and guidelines for cyclotourism development and to detect market segments in cyclotourism.

Key words: challenges, potentials, cyclotourism, Slavonia and Baranja,

1. Introduction

When we talk and / or write about cyclotourism, in the foreground we mean a bicycle as a means of transport. It is difficult to say exactly when the first bike was designed, because there were several such attempts through history. For example, Leonardo da Vinci made the first sketches of the bicycle in the 15th century, but Karl von Drais is considered a modern bicycle maker, since he made the version of the bicycle ran by pushing with legs in the 19th century1. After him, there were several other creators, such as Ernest Michaux and his pupil Pierre Lallement.People began to cross more and more distance using the bicycle, and in the United States the pioneer of a large cycling trip was Thomas Stevens, who travelled from San Francisco to Boston in 18842.

1 http://www.ibike.org/library/history-timeline.htm (accessed on 15th January 2018)2 Schumacher, R. (2004): Around the World on a Bicycle, Volume I

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With the development of bicycles, cycling culture began to develop and in 1878 the Bicycle Touring Club was established, later called the Cyclists’ Touring Club. It is the oldest cycling organization in the world3.Therefore, the bike we know today was born in the 19th century in Europe exclusively as a way of faster and easier transport of people, and today, except as a means of transportation, it is very widely used for sport and as a form of recreation. The basic concept of the bicycle since its creation has not changed significantly until today, except that due to technological progress better materials are used in its production and today's bicycles are safer to manage4.In Croatia, the beginning of the bike is tied to the name of Ivan Dirnbacher. He is considered to be the first bicycle maker in Croatia, and he also founded the First Croatian Bicycle Factory Ilyria (in 1895), which, according to his design, produced bicycles named Croatia and Ilyria with two identical wheels.With the development of a bicycle, the infrastructure for bicycles, the manufacturing industry and bicycle parts industry have begun to develop; the whole industry has begun to grow. Bicycle riding over time has become part of the lifestyle, which ultimately resulted in bicycles being started to produce in different price ranges. With the use of bicycles, awareness of sustainability and environmental conservation has begun to develop. An increasing number of people began to use a bicycle during the holiday to travel to their preferred destinations, resulting in increased demand and the development of a new sector in tourism, so called cyclotourism.Cyclotourism is today the fastest growing branch of tourism in Europe with a tendency of growth. It can be defined as a journey between places using a bicycle for recreation and cycling is in this case an integral part of a tourist experience5. In any case, cycling must be one of the main components or reasons for traveling outside of your place of residence.The number of cyclotourists increases every year, and according to UNWTO estimates in Europe there are currently more than 60 million active cyclists, 60% men and 40% women, in different age groups6.In order to better understand the notion of cyclotourism, it is necessary to define who is a cyclotourist?

Taking into account several studies in the area of cyclotourism, several key features of cyclotourists are:7 • a person with above average education and income• there are more men than women• aged 40-60 years• love nature• traveling in pairs or in smaller groups• often travel in their own arrangement

3 CTC - CTC is the UK's national cyclists' organisation. 4 Anzulović, J. (2013): Bicikl kao osnovno prijevozno sredstvo mlađe populacije u ruralnoj sredini. Proceedings of the Polytechnic of Međimurje in Čakovec;5 EP (European Parliament) (2009): The European Cycle Route Network – EuroVelo. Study. DG for Internal Policies. Committee on Transport and Tourism. Brussels6 http://www.mint.hr/UserDocsImages/arhiva/151014_akcijski_cikloturizam.pdf (accessed on 15th January 2018)7 CBI Market Intelligence, (2015): CBI Product Factsheet: Cycling tourism from Europe, Netherland

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According to surveys collected by Sustrans8, about 41% of cyclotourists travel alone, while nearly 50% of them travel in groups of two or three. An important fact for cyclotouristic destinations is that the cyclotourists strive to be lightweight, so they don't carry heavy things, but only the basics. Accordingly, there is a need for increased consumption, and according to the data an average cyclotourist spends around 53 euros per day9.

The cyclotourists can be divided into the following categories according to the CBI10: • irregular• occasional• frequent• enthusiasts

The main motive for cyclotouristic travel is active or passive participation in cycling, and additional motives that influence demand are, according to the Croatian Tourism Institute, participation in competitive cycling and watching cycling events.Since the forms of cyclotourism are defined by the duration of the holiday, it is possible to differentiate:• one-day cyclotourism - the most common form of cyclotourism, typical for domestic tourists, i.e. daily hikers• holiday cyclotourism - a form of cyclotourism in which cycling is one of the activities of tourists during the holidays• active cyclotourism - cycling is the main motive of travel11

As for cyclotouristic trips, about 90% are organized independently, and only 10% through travel agents, which says a lot about the importance of local communities in a particular area12.

A large number of cyclists plan their trips according to different criteria, and one of the most important is whether or not EuroVelo13 route is passing through the desired destination. EuroVelo strives to set standards on the routes and to develop the tourist offer (culture, nature and historical heritage) for a completely new market. It currently has 15 routes, with 45,000 km of cycling paths, and when it is completed, the project will contain more than 70,000 km of cycling paths14.

2. Analysis of the State of Cyclotourism in Slavonia and Baranja

According to the data of cycling associations Pedala.hr and Biri.hr there are as many as 13.000 kilometres of routes in Croatia, with the emphasis on Istria as the zone of higher concentration of the routes and as the most important cyclotouristic destination. Other regions of greater importance are

8 https://www.sustrans.org.uk/ (accessed on 15th January 2018)9 http://www.mint.hr/UserDocsImages/arhiva/151014_akcijski_cikloturizam.pdf (accessed on 15st January 2018)10 CBI Market Intelligence, (2015): CBI Product Factsheet: Cycling tourism from Europe, Netherland11 http://www.mint.hr/UserDocsImages/arhiva/151014_akcijski_cikloturizam.pdf (accessed on 15st January 2018)12 http://www.mint.hr/UserDocsImages/arhiva/151014_AP_ciklotuirizam.pdf (accessed on 15th January 2018)

13 EuroVelo is the European network of cycling routes crossing Europe, a project of the European Cyclists' Federation.14 EP (European Parliament) (2009): The European Cycle Route Network – EuroVelo. Study. DG for Internal Policies. Committee on Transport and Tourism. Brussels;

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the Zagreb area, North-western Croatia (especially Međimurje) and Eastern Croatia (especially the Croatian Danube Region).Accommodation, catering and service facilities for cyclotourists are relatively poorly developed, especially in the continental part of Croatia, where there are plenty of areas with very limited accommodation options and modest or no catering and service offerings.Slavonia and Baranja are traffic-wise very well connected, with a large number of local roads with lower intensity of traffic which are ideal for cycling. One of the biggest benefits for further development of cyclotourism in the area of Slavonia and Baranja are certainly the EuroVelo routes:• EuroVelo 6• EuroVelo 13

Image 1: EuroVelo 6

Source: http://www.eurovelo.com/en/eurovelos/eurovelo-6 (accessed on 31st March 2018)

EuroVelo 6 (The Atlantic - The Black Sea) is a bicycle route of 3653 kilometres passing through 10 European countries, connecting 4 UNESCO world heritage sites and 6 European rivers. It comes into the Republic of Croatia from the direction of Mohacs, Hungary and enters the Duboševica border crossing (Municipality of Draž, Osijek-Baranja County), passes through Baranja (Nature Park Kopački rit, settlements of Kopačevo and Bilje) towards Osijek, the mouth of the Drava River into the Danube (near Aljmaš) and settlement of Dalj, going further to Vukovar and Ilok (Vukovar-Srijem County) where it leaves Croatia and continues through Serbia. The total length of EuroVelo 6 route through Croatia is 146 kilometres15.

Image 2: EuroVelo 13

Source: https://cikloturizam.hr/eurovelo/eurovelo-13 (accessed on 31st March 2018

EuroVelo 13 (Iron Curtain Route) is a 10,400 km long bicycle route, and it is also the longest of all EuroVelo routes. It goes through 20 European

15 https://cikloturizam.hr/eurovelo/ (accessed on 16st January 2018)4

countries, connects 14 UNESCO World Heritage Sites and 3 European seas. It comes into the Republic of Croatia from Hungary and enters the border crossing of Gola (Koprivnica-Križevci County), passes through the settlement of Sopje (Virovitica-Podravina County), goes to Donji Miholjac, Petlovac and Batina (Osijek-Baranja County) and continues through Serbia. The total length of EuroVelo 13 route through Croatia is about 240 kilometres16.According to the Institute of Tourism of the Republic of Croatia, the third EuroVelo route, whose designation is still unknown, is being prepared, and it will pass through the international route Sava, towards the Republic of Serbia, which is another cyclotouristic potential of the region, that is, the destination.For all five counties of Slavonia and Baranja (Osijek-Baranja, Vukovar-Srijem, Požega-Slavonia, Virovitica-Podravina, and Slavonski Brod-Posavina), operational plans for the development of cyclotourism have been developed, with specific guidelines, priorities and specific actions in future markings of specific local routes.This is an important first step in defining and building the starting points in the development of micro-destinations which are in this case the counties.The first steps are visible through information on the lengths of cycling routes and planning the construction of the same:1. Virovitica-Podravina County has 700 km of bicycle routes with planned investment in 300 km of new ones17

2. Slavonski Brod-Posavina County has paved about 400 km of capillary cycling routes by the end of 2017, with planned 400 km of new routes by the end of 201818

3. Požega-Slavonia County has 886 km of cycling routes 19

4. Osijek-Baranja County has around 275.5 km of cycling routes 20

5. Vukovar-Srijem County has around 245 km of cycling routes 21

All the aforementioned brings new stakeholders into the development of cyclotourism, which are the following: 1. Ministry of Tourism of the Republic of Croatia2. Slavonian Counties (Osijek-Baranja, Vukovar-Srijem, Slavonski Brod-Posavina, Požega-Slavonia and Virovitica-Podravina)3. County and City Road Administration4. Local Tourist Offices5. Croatian Forests6. Croatian Waters7. Police Administrations in the area of Slavonia and Baranja8. Real sector - hotels, accommodation providers, bicycle service providers, gastronomic and oenological services9. Bicycle associations

16 Ibid.17 http://www.glas-slavonije.hr/348274/4/Operativni-plan-razvoja-cikloturizma (accessed on 4th April 2018)18 http://www.bpz.hr/_Data/Files/1802068587671.pdf (accessed on 15st March 2018)19 http://tzzps.hr/razvoj-cikloturizma-na-podrucju-pozesko-slavonske-zupanije/ (accessed on 15st March 2018)20 http://www.obz.hr/hr/pdf/2018/8_sjednica/08_2_operativni_plan_razvoja_cikloturizma.pdf (accessed on 15st March 2018)21 https://cikloturizam.hr/wp-content/uploads/2018/01/Operativni-plan-razvoja-cikloturizma-Vs%C5%BE.pdf (accessed on 15st March 2018)

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2.1. Analysis of the Results of Research on the Development Potential of Cyclotourism in Slavonia and Baranja

The survey was conducted in the period from 8th August 2016 to 4th September 2017 through an online survey questionnaire. A total of 138 respondents participated in the study. Since the questionnaire was available online, respondents were randomly selected and / or volunteered to fill out the questionnaire.Through this research, we have tried to examine how and in what way tourists perceive the challenges and potentials of cyclotourism in Slavonia and Baranja.The questionnaire consisted of 27 questions, of which 23 were closed type and 4 open type questions (questions 3, 9, 10 and 18) where respondents should state their answers.Out of the 19 closed questions, the three questions were two-fold (questions 1, 11 and 12), where the examiners offered a choice between two options - yes or no, or in relation to gender - man or woman.There were questions of closed type in the questionnaire (2, 5, 6, 7, 8, 13, 14, 16, 19, 20, 21, 22 and 23) and Likert's scale was used for questions 4, 15 and 17.

Chart 1: Respondents by gender

76,3%23,7%

Gender

menwomen

Source: made by the authors

According to the gender of the respondents (chart 1) 23.7 % of respondents were women while 76.3 % were men.

Chart 2: Age of the respondents (men and women)Age

Source: made by the authors

According to the age of respondents (Chart 2), 52 respondents were between 31 and 40 years of age, 34 respondents 41-50, 27 respondents 21-30, 12

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respondents 51-60, 10 respondents under 20 years and 4 respondents over 60 years of age.

Chart 3: Years of cycling

less than 1 year

1-3 years 3-5 years 5-10 years more than 10 years

0

20

40

How long have you been cycling?%

Source: made by the authors

According to years of cycling (Chart 3), 42 respondents have more than 10 years of cycling experience, 23 respondents have between 5 and 10 years of cycling experience, 20 respondents have between 3 and 5 years of bicycling, 15 respondents have between 1 and 3 years of cycling while 2 respondents have less than 1 year of cycling.

Chart 4: The disadvantages of cycling offerings

01020304050607080

What do you consider to be the greatest lack of cycling offerings in your place?

%

Source: made by the authors

According to the lack of cycling offerings in their place of residence (Chart 4), 71% of respondents believe that the inadequate infrastructure is the greatest lack of cycling offerings, 48% of respondents believe that the non-strategic approach to the route planning is the greatest lack of cycling offerings, 41% of respondents believe that unmarked tracks are the greatest lack of cycling offerings, 24% of respondents believe that bad traffic signs are the greatest lack of cycling offerings while 5% of respondents believe that the other reasons are the greatest shortcomings in cycling offerings.

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Chart 5: The importance of particular features in the cyclotouristic offer

route

appli

cation

s

route

offeri

ngs

natur

al ric

hes

cultu

ral he

ritag

e

physi

cally

marked

route

s

gastr

onom

ic off

ering

s

cycli

ng ev

ents

maps w

ith m

arked

route

s0

20

40

60

80

100How important are, for you, the following items in the cyclotourist

offer?not at all important

partially irrelevant

neither ir-relevant or important

partially important

extremely important

%

Source: made by the authors

According to the importance of particular features in the cyclotouristic offer (Chart 5), 91% consider the maps and the marked routes to be of particular importance in the cyclotouristic offer, 88% of the respondents believe that the route offers are very important factors in the cyclotouristic offer, 78% of the respondents consider physically marked routes particularly important in cyclotourism, 71% of respondents believe that route applications are extremely important in cyclotourism, 70% of respondents believe that natural riches are extremely important in cyclotourism, 67% of respondents believe cycling events are particularly important in cyclotourism , 60% of respondents believe that cultural heritage is extremely important in cyclotourism, while 44% of respondents believe that gastronomic offer is extremely important in cyclotourism.

Table 1: SWOT analysis of cyclotourism in Slavonia and Baranja

STRENGTHS WEAKNESSES

attractive space diversity of

landscapes preservation of

nature rich cultural and

historical heritage a large number of

roads with lower intensity of traffic

good traffic

insufficiently developed cycling infrastructure

poor possibilities for transportation of bikes by bus

poor traffic and cyclotouristic signalling

lack of professional

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position hospitality of the

population availability of EU

funds

knowledge poor

accommodation and catering offer

insufficient level of promotion and recognition of Slavonia and Baranja as a cycling destination

OPPORTUNITIES

THREATS

status of Slavonia and Baranja as an undiscovered destination

organization of EuroVelo routes and national routes

the possibility of using EU funds for the purpose of cyclotourism development

The Tourism Strategy of the Republic of Croatia indicates cyclotourism as an extremely important segment

continuous professional training in the field of cyclotourism

development of accompanying content and activities for cyclists

reorientation from seasonal to year-round tourism

degradation of the natural environment by building

lack of funds for the protection of cultural and natural heritage

insecurity of cyclists on the roads

limited resources for development of infrastructure and promotion

insufficient cooperation of local communities and counties

fiscal and regulatory policy not adapted to the requirements of cyclotourism development

Source: made by the authors

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CONCLUSION

Cyclotourism in Croatia has a growth trend, especially in leading tourist regions such as Istria and Dalmatia (due to the general increase in the number of tourists). Continental regions note a slight, almost negligible increase in the number of tourists.Guided by the results of the survey, respondents believe that the two biggest problems of cyclotourism development are insufficient infrastructure and unmarked routes. These problems are solved with new tenders that have already provided operational plans for the development of cyclotourism in a large number of continental counties, including all five of them in Slavonia and Baranja.

For the first time in 2017, a planned approach to the development of cyclotourism on the continent has taken place, mainly thanks to the Ministry of Tourism competition. In the first phase, all counties made an Operational Plan and started to lay out and mark capillary routes. Also, printed and online maps are produced for cyclotouristic purposes. On that way, the planned infrastructure for the development of cyclotourism in Slavonia and Baranja is being developed for the first time.

With the planned third EuroVelo route, the destination would be surrounded by three EuroVelo routes, which provides an excellent position of Slavonia and Baranja in a cyclotouristic world with a multitude of capillary routes between.We believe that these are great preconditions for development and private investments that want to invest in the destination (e.g. Valamar in Kvarner and Istria, and St. Martin's Spa in Međimurje). Bizovačke toplice Spa represent one of the largest investments in tourism in the region, which will definitely be the initiator of the destination branding. It is evident because of frequent groups of cyclists who are staying in family accommodation and enjoy bicycle riding through Kopački rit, Tikveš, Zlatna greda... In Karanac, the best Croatian destination for rural tourism in 2015, cyclists make an increasing number of tourists.Much of Slavonia and Baranja is a rural area with a rich natural and cultural heritage. According to the guidelines of the European Union and the Government of the Republic of Croatia, rural development includes the sustainability and preservation, protection and sustainable use of the environment, landscape, natural and cultural heritage. According to statistics on the cyclotourists' preferences, these are all features that the average cyclotourist visits and seeks, so that all this natural and cultural wealth could be included in the development of cyclotourism.Slavonia and Baranja Region has two nature parks (Papuk and Kopački rit), it is surrounded by three large rivers (Danube, Sava and Drava), has numerous zero-category monuments, and rich intangible heritage. All of these features allow a potential cyclotourist a numerous content on a relatively small geographic area. And it offers all kinds of terrain in one place - lowland, mountainous and flat through the road, macadam and forest path.

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We think that Slavonia and Baranja has enormous potential in cyclotourism, with the continuation of further development of infrastructure. Here we primarily think of the more demanding stages of building cyclotouristic infrastructure (isolated cycling paths). Recommendations are moving in the direction of carrying out significant training for stakeholders in tourism to emphasize the importance of cyclotourism. In addition, it is necessary to intensify communication between the public, non-profit and private sectors in order to achieve synergy in the cyclotouristic development efforts.Slavonia and Baranja has to be branded on the domestic and foreign markets as one destination instead of the five counties that are doing it each for themselves. This would save promotional costs and give tourists much more content in the area of a region that is optimal for cycling.

REFERENCES

1. Anzulović, J., Šporčić, M., Crnjak, P. (2013): Bicikl kao osnovno prijevozno sredstvo mlađe populacije u ruralnoj sredini. Proceedings of the Polytechnic of Međimurje in Čakovec, Čakovec;

2. Eijgelaar, E., Peeters, P., Piket, P. (2013): European Cycle Tourism: A Tool for Sustainable Regional Rural Development. Agroinform Publishing House, Budapest;

3. Klarić, Z., Kos, G., Krešić, D., Miličević, K., (2015): Akcijski plan razvoja cikloturizma. Institut za turizam, Zagreb;

4. Makarić, A.-M., (2015): Razvoj cikloturizma u Republici Hrvatskoj. Final paper. Polytechnic of Međimurje in Čakovec, Čakovec: Tourism management and sport;

5. Manton, R., Hynes, S., Clifford, E. (2016): Greenways as a Tourism Resource: A Study of User Spending and Value. Tourism Planning & Development, Volume 13, 2016 - Issue 4, Pages 427-448, USA;

6. Mayne, K. (2014): A Cycling Investment Plan for Europe, „A Response by the Cycling Sector to the EU’s “Investment Plan for Europe”. European Cyclists’ Federation, Brussels;

7. Schumacher, R. (2004): Around the World on a Bicycle, Volume I8. Vrećar Mišćin, L., Rigo, R., (2017): Biciklistički vodič - Središnja

Hrvatska, Slavonija, Baranja i zapadni Srijem. Mozaik knjiga, Zagreb;9. Zovko, I., (2013): The Values of Cycling Tourism. Transform Scotland,

Edinburgh;10. Weston, R. et al. (2012): The European Cycle Route Network – EuroVelo.

European Parliament, Brussels;

CBI Market Intelligence, (2015): CBI Product Factsheet: Cycling tourism from Europe, NetherlandEuropean Parliament (2009): The European Cycle Route Network – EuroVelo. Study. DG for Internal Policies. Committee on Transport and Tourism. Brussels

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