PRIMJENA INOVATIVNIH KONCEPATA PROMOCIJE KULTURNE BAŠTINE NA PRIMJERU LUDBREGA
APPLYING INNOVATIVE CULTURAL HERITAGE PROMOTION CONCEPTS ON THE CASE OF LUDBREG

Summary/Abstract: New visitors prefer innovative, technological, digital, sustainable and smart tourist destinations. Popularizing cultural heritage requires creativity in implementing innovative and smart global practices. Ludbreg is well-known as a place of religious tourism, but also as a place full of legends about Ludbreg as the centre of the world or the origin of the city's name. Ludbreg has multiple opportunities for developing a distinctive tourist destination as its area contains 17 cultural heritage assets. The city's development is based on transforming Ludbreg from a place of religious tourism into a cultural-tourist destination by introducing of innovative cultural, tourist, and social activities that cater to all tourist segments. This study aims to review available scientific literature in the Scopus and WoS CC database, drawing from leading examples of smart tourist practices in Europe and showcase some innovative possibilities for bringing cultural heritage closer to tourists and increasing the number of visitors. The paper presents a SWOT analysis of tourism and cultural heritage in Ludbreg and provides an overview of further possibilities. Ludbreg, with its legends, has opportunities for digital storytelling of exciting tales. The contribution of the paper lies in demonstrating the potential application of immersive technologies such as virtual reality (VR), augmented reality (AR), or mixed reality (MR), as well as 3D and 4D technologies that enable bringing cultural heritage closer to visitors while creating appealing experiences for all age groups. Ludbreg can, through the development of digital games, puzzles, riddles, and treasure hunts in mobile applications, offer visitors the opportunity to discover the place's natural beauty and cultural heritage.

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