THE ROLE OF TRADITIONAL MUSIC IN TOURIST DESTINATION DEVELOPMENT

Purpose - This study aims to analyse the current state of traditional music valorisation and to put forward concrete suggestions for enhancing the valorisation of traditional music to innovate the tourism offerings and promotion of Istria and the Kvarner region. The study analyses the role of traditional music and the role of Cultural-Artistic Societies (CASs), as major promotors of traditional music, in the destinations' tourism development. Methodology - Theoretical research focuses on analysing the contents of secondary sources pertaining to the role of traditional music in tourism development. Primary research is based on a qualitative approach. The interview method and semi-structured questionnaires were used on a sample of CASs in Istria and the Kvarner region. The results of the research are complemented with the authors' opinions to provide answers to the posed research questions. Findings - The theoretical and empirical results of the paper provide a new approach to the role of traditional music in tourism destination development (on the example of Istria and the Kvarner region). Traditional music is insufficiently valorised in innovating the tourism offering and promotion and no synergy has been created between traditional music and tourism. Although CASs are major promotors of traditional music, scant entrepreneurial initiatives and the lack of a management model for music development at the destination level are limitations to enabling the greater valorisation of traditional music. The study puts forward and makes a case for concrete proposals for improvement in the future and develops a management model. Contribution - The contribution of the paper is twofold. It puts forward and makes an argument for proposals to enhance the valorisation of traditional music in the tourism offerings and promotion of Istria and the Kvarner region. It presents an audio management model that encompasses the valorisation of traditional music in tourism development.