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STRATEGIC MANAGEMENT OF TOURISM AND CULTURAL RESOURCES IN THE DEVELOPMENT OF LOCAL ENTREPRENEURSHIP WITH GOOD PRACTICE EXAMPLES IN KOPRIVNICA-KRIŽEVCI COUNTY

Tourism and cultural heritage are very complex in their content. Considering that tourism contributes to the overall economic development, tourism valorization of cultural heritage is in the function of entrepreneurship development. Protection and improvement of cultural and historical values, especially those architectural, in terms of market democracy as one of the primary tasks in which tourist destination should build its identity. The focus of the concept of economic development is not only the needs of a particular segment of consumers, but also the needs of the whole society. To create a concept of local tourism development it is essential to determine the possibility of tourist characteristics/features and values as well as the receptive possibilities of all those resources, natural and social, that will meet tourists’ needs. This paper discusses the role and importance of cultural heritage, analyzes research results of visitors’ attitudes and consumption of cultural attractions and events in the Republic of Croatia, and presents the examples of entrepreneurial projects based on tourism and ccultural heritage in Koprivnica-Križevci County that influence local economic development.