THEMATIC ROUTE "ROADS OF THE ROMAN EMPERORS" AS PRODUCT OF TOURISM CLUSTER OF EASTERN SERBIA. Predrag Stamenkovic, Aleksandra Stoiljkovic Randjelovic

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1 УПРАВЛЕНИЕ И ОБРАЗОВАНИЕ MANAGEMENT AND EDUCATION TOM VII (3) 2011 VOL. VII (3) 2011 THEMATIC ROUTE "ROADS OF THE ROMAN EMPERORS" AS PRODUCT OF TOURISM CLUSTER OF EASTERN SERBIA Predrag Stamenkovic, Aleksandra Stoiljkovic Randjelovic ТЕМАТИЧЕН МАРШРУТ ПЪТ НА РИМСКИТЕ ИМПЕРАТОРИ КАТО ПРОДУКТ НА ТУРИСТИЧЕСКИ КЛЪСТЕР В ИЗТОЧНА СЪРБИЯ Предраг Стаменкович, Александра Стойликович Ранджелович ABSTRACT: Valorization of the market potential of existing tourism products and tourism products for which there is a good resource base, represents the first and essential step in establishing the desired profile of tourist products on which some country competes on the tourism market. Selection of products which will make a set of Serbian tourism products, as well as the definition of mutual priorities in the development of some product (right, short, medium and long term), are crucial strategic development issues, which need an offer of concrete answers, if the Republic of Serbia is to be a tourist destination on successful and in the most rational way incorporated on international tourism market. Based on the concentration of different types of resources in some parts of the country it is possible to offer the general theme for a differentiated positioning of individual clusters, namely: Vojvodina, Belgrade Western Serbia with Kosovo and Eastern Serbia. The territory of a tourist trail that the "Roads of the Roman Emperors" passes through is a itinerary area that extends from the city of Nis and the archaeological site Mediana to the Trajan table in Kladovo. Here we have to emphasize that the right way itinerary Roads of the Roman Emperors must include and other important sites. Undoubtedly this include Viminacium (near Kostolac), Sirmium (Sremska Mitrovica) and Belgrade (Singidunum) whitch is without a doubt a tourist hub. In the future, here should be included and Justiniana Prima (neer Lebane). Key words: Toursm clusters, valorization of potentials, Eastern Serbia, Roman sites, strategic development. Introduction In many countries the development of clusters is adopted as a core strategy of economic development. Modern business is based on speed, quality, flexibility, innovation, connections, ass well on building a critical mass of capital and product / service potential. This new style of business requires a team approach at the local level - the cluster approach. In this sense, the cluster is a group of related companies or associations from one branch, as well as governmental and non-governmental organizations and scientific and educational institutions, which so associated are solving common problems and improving business, then achieving success in a particular segment of the business and above average competitiveness and promotion of the country abroad. Valorization of the market potential of existing tourism products and tourism products for which there is a good resource base, represents the first and essential step in establishing the desired profile of tourist products on which some country competes on the tourism market. Selection of products which will make a set of Serbian tourism products, as well as the definition of mutual priorities in the development of some product (right, short, medium and long term), are crucial strategic development issues, which need an offer of concrete answers, if the Republic of Serbia is to be a tourist destination on successful and in the most rational way incorporated on international tourism market. Bearing in mind that tourism after World War II gets a mass character and is experiencing a large expansion at the global level, its importance as a sustainable source of income and employment like as a major factor in balance of payments of many countries has attracted the attention of governments, regional and local authorities and others by participating in economic development. As the tourist market has reached huge proportions in which there is participation of a great number of subjects of tourism, competitiveness is crucial. Competitiveness of tourist destinations are being built within the tourism cluster. Therefore, tourism cluster is a dynamic combination and concentration of tourist attractions, infra- 32

2 structure, equipment, services, business, people, etc.. in confined geographical areas in which has developed a specific tourist experience. Clusters should have an atmosphere that stimulates the ongoing process of innovation, improving quality, high operational efficiency in the performance of competitive activities and, of course, high productivity in the use of tourism resources. Touristic structuring of Republic of Serbia The principles of rational governing of the economics of experience, as and principles of governing the optimum in economies of scale, indicate the need for differentiation and organizational of regional tourism brands. It should be emphasized that the proposed layout of typical tourism cluster in the Republic of Serbia is not based on the administrative boundaries that currently exist within the country, but primarily on rational footings in different forms of economy experience that can be developed in some parts of the country.based on the concentration of different types of resources in some parts of the country it is possible to offer the general theme for a differentiated positioning of individual clusters, namely: 1. Vojvodina; 2. Belgrade; 3. Western Serbia with Kosovo; 4. Eastern Serbia. The proposed framework of tourist structuring the Republic of Serbia contains all the essential elements which: 1) highlights commonly known geographical term for which binding of the Republic of Serbia would relatively quickly and at low costs will be identified with foreign tourists; 2) indicate those products that are first to qualify for the international market; 3) suggest a clear link with Europe; 4) suggest a link with the cultural, spiritual and emotional values of the area and the people who are making the tourist offer in the best sense. [6, p.13] Thematic route "Roads of Roman Emperors" Travel area through which the trail goes, represents the area of the itinerary which extends from the city of Nis and the archaeological site of Mediana to the Trajan tablet in Kladovo municipality. Here we have to emphasize that the right itinerary Roads of Roman emperors must include and other important sites. There undoubtedly are Viminacium (near Kostolac), Sirmium (Sremska Mitrovica) and Belgrade (Singidunum) who are without any doubt a tourist hub. In the future, here should be included and Caricin grad (Ivstinana prima) in Lebane municipality. In other words, this paper deals with the planning of the professional interpretation of this route, including the locations and the key locations are Naissus / Mediana, Romuliana, Trajan's bridge, Diana, and Trajan tablet and Viminacium. This is an area that has a direction thats follows the direction of traffic route: Nis - Svrljig - Knjaževac- Zajecar - (Gamzigrad) - Zajecar - Negotin - Kladovo - Donji Milanovac - Golubac - Veliko Gradiste - Pozarevac (Kostolac), and in administrative terms, includes parts of municipalities of Nis, Svrljig, Knjazevac, Zajecar, Negotin, Kladovo, Majdanpek Golubac, Veliko Gradiste and Pozarevac. The geographical position of the area is relatively good because of the proximity to the E-75 corridor in the end of the route, but considering the coverage of the territory it is quite badly associated with the cross-roads. Locality Mediana is on a distance from Belgrade, about 230 km, Romuliana site about 250 km (from Nis, about 100 km), while the site Trajan tablet is away from Belgrade about 200km (from Nis also about 200km). Viminacium distance from Belgrade is about 100 km. The project of the route assumes setting a cultural itineraries related to the ancient Roman heritage. The project must include adequate designation of the panoramic roads from Nis to Zajecar and further to the Iron Gate (Djerdap). The project should include better travel connections of the current road corridor X with cities of Zajecar and Knjazevac. [5, p.65] On the way of the route there is a large number cultural monuments dating from the age of Neolith, the Roman period and the Serbian medieval monuments. The project of the route assumes setting of the cultural - historical itinerary related to the ancient Roman heritage. The most important cultural and historical monuments from the Roman period are: Mediana originating from the fourth century. Apart from significant archaeological sites related to this site is the fact, which appears in some sources, that Konstantin the Great, who was born in Nis, stayed in the palace; Timacum Minus, a Roman camp and fort, whose basis dates from the first century AD and lasts until the later recovery of the Empire by 33

3 Justinian in the sixth century. The site is located north of Knjazevac; Šarkamen Spring is residential, memorial and tetrarch imperial complex that comes with the end of the third and early fourth century. It is located near Negotin; Felix Romuliana is the residence of Emperor Maximilian Gaius Valerius Galerius ( ), the place where he was born, buried and taken up among the gods. The site is in the year of 2007.listed on UNESCO's World Heritage List. It is located in the Gamzigrad spa neer the city of Zajecar; Trajan's Tablet, was placed above the road that built the Roman emperors. Board has set the 100th Emperor Trajan when the road was done. Board is now located above the Danube and the road is submerged; Trajan's bridge was built of stone by Emperor Trajan , during second offence of the Roman emperor to the Dacians. The appearance of the bridge is carved on the Trajan column in Rome. Today, the remains of the bridge are visible like parts of the portal and the three pillars; Diana is a Roman fort founded in late first century BC, located on a cliff with the strategic position of defense of the Roman Empire. In addition to military functions, the fort represented an important economic and religious center then part of the Roman Empire, with developed pier, Viminacium is located near Kostolac 95 km away from Belgrade. The site represents the remains of the Roman town and camp, which was the capital of the Roman province of Moesia Superior. Alongside of monuments from the Roman period there are other significant sites: Lepenski Vir, Nis Fortress, Golubac Fortress, Skull Tower, Fetislam - Kladovo Fortress, Rama fortress, museums, etc. Cultural heritage tourism potential is not sufficiently utilized. First of all, there is potential to develop thematic tours of sites from the Roman period, with the need to create a model of professional interpretation of these and other cultural monuments. As already indicated, in the context of the site from the Roman Empire, it is necessary to include other sites, and in respect of this particular part of Serbia especially Caricin grad (Ivstiniana Prima - although belonging to the early Byzantine period), and, on the other side Singidunum and Sirmium, which are not in this particular tourism cluster. Development of the route would significantly impove tourism development in Serbia, especially in tourist destinations of Lower Danube and Stig-Kučaj mountains - Beljanica for which that were made specific master plans, and where the tourism is seen as a strategic industry that will affect the structural and economic transformation. In the period until the year of the UNWTO predicts expected favorable development trends of World and European tourism, at the rates of growth above 3.5%. In Serbia, is also expected some growth in travel habits of local population due to the expected growth of income. Cultural tourism, where among others is a visit the cultural historical sites according to the UNWTO is expected to grow at the rate of 15%. According to the same estimates 37% of all trips has the cultural component. Research in Europe show that about 20% of the tourists think that their trips are in the category of cultural holidays. On the territory of all municipalities through which the trail goes, there are about 5669 beds. The largest number of beds belong to the hotels 60.58% (3362) which there are a total of 20 and which are mostly low-level categorization. The total tourist arrivals in all municipalities in was: 167,359 tourist arrivals from 509,608 which had recorded overnight. The average length of stay was 3.0 days. According to estimates of the total number of tourists who were visiting the attractions and sites in was approximately 91,000. Based on circular tours there were generated a total number of about 130,000 overnight stays. Most of the visitors are tourists with lower payment options (school trips, and various associations). Individual visitors are tourists coming to the area because there are sites like:business trips + MICE, spa treatments, visits to relatives and friends and sports. Foreign visitors are individual guests whose primary motives are: business trips, visiting relatives and friends and cruise trip along the Danube river (about 3,000 that went Viminacium). The existing level of tourism development in all municipalities through which the intended route goes is extremely low, especially when viewed in relation to the volume of tourist traffic, which is accomplished by the mid-nineties. The average occupancy rate of capacity measured commitment beds per year is low and amounts to 24.62%, or 90 days of full occupancy rate. Transportation infrastructure is mostly of poor quality, with almost no roads landscaped rest areas with adequate infrastructure. Existing tourist attraction offer, related to the experience of the Roman route, is extremely underdevel- 34

4 oped. Gastronomic offer is modest from the aspect of food offer / specialties and generally monotonous,and restaurants with some rare exceptions are unimaginatively arranged. The entire route from Viminacium to Mediana (or vice versa), or parta of it, are not widely seen as a unique procuct, not even by the private sector, not by tourists. The interpretation of the route is almost nonexistent. The interpretation of the sites varies from very good to very poor. Sites can be found in rare tourist brochures of local tourism organizations, as well as on their (or municipal / city) websites, but only in the form of information without the required explanation on how to get to the particular site, and what can there be expected and so on. [4, p ] Map 1. The Roman Emperors Cultural Itinerary in Serbia-source [8] Thematisation of the route Thematisation of the cultural - historical heritage and thematisation of the routs is a good way to promote cultural tourism. The implementation of these activities require the cooperation of multiple stakeholders. This requires cooperation and partnership between private and public sectors. This area allows merger of parties that in standard circumstances would not have any significant cooperation. Planning and cooperation on the implementation of this type of product in terms of still undeveloped value chain, as is the case not only when it comes to the area through which the trail passes, but Serbia in general, requires many years of serious activity in this area. In the thematisation of the route, it should be taken into acknowledge that in spite of the unique topics the localities do not offer the same or similar tourist experience (even if it was just a perception and not a reall situation) because in such situations tourists lose interest for visiting more than one or eventually two localities. Therefore, it should be keept in mind that different locations offer different interpretations of the content, despite a single subject. Very rich cultural and historical heritage from the Roman period, which allows visitors to learn about the Roman civilization and all its achievements, are for a moment returning visitors to the past. Tour itself is extremely complex because it is not only presenting the Romans as conquerors 35

5 and warriors, but as a highly developed civilization that has enriched this region in many waysboth through tehnical achievements and architectural monuments, that they left behind and at a higher historical level, the spread of Christianity and culture. The main theme of the route should point to three things: 1. According to various sources, in today's Serbia 17 Roman emperors are born, highest following Italiy itself. 2. The importance of the area of today's Serbia for the Roman Empire, in terms of the campaigns, defense of the empire, mining etc. 3. Over the territory of Serbia passed the important roads of the Roman Empire Via Trajan, Via Militaris Via imperialis.[7] The Romans and the Danube The Romans are the who first for conquering goals overcomed the Danube rive, building up a path that goes from Belgrade along the right bank and continues through Vidin in Bulgaria. Intensive use of the Danube lasted until the fall of the Roman Empire and the invasion of barbarian tribes from the East. Construction of a Roman road and a large number of fortifications shows the importance of the Iron Gate to the Roman empire, until the final conquest of Dacia in early second century. Construction of the road, spreading next to the Danube, was conditioned by the needs of faster and safer navigation. After the conquest of Dacia, Iron Gate in the next 150 years was not longer a border area of the Roman empire and it lost its military significance, but it enabled the development of urban life and commerce in places where they had built military fortifications. In the third century, following the withdrawal of the Romans from Dacia, Danube again becomes the border of the Empire, and later, during the sixth century, when the Byzantine Empire form a defence field from intrusion of Avars and Slavs. Trajan tablet is a first written symbol of man's first victory over the Iron Gate rapids, and Trajan's bridge is a symbol of his magnificent bridging. The Romans and Wine Romans were since ancient times been known for excellent wine quality. It is known that the Roman emperor Domencijan ( Yr.) introduced a legal monopoly, which annonced that only italic tenants were allowed to plant quality grapes. Viticulture and wine production in Knjazevac vineyards date back to Roman times, of which there is data from the archaeological site of Timacum Minus, right next Knjazevac, where was excavated a statue of Dionysus, god of wine of the Romans. The route implies that under this theme it should be established conection between Knjazevac wineries and breweries of Negotin, where wine will be produced and filled with a label and tag old Roman route, preferably in amphorae. Wine would be certified by an organization that manages the route, and the organisation would permit the use of the logo mark. Some wineries may, on request, to participate in the program in ways that are part of the route and be able to use the same sign. Roman baths In Roman society there was a place where both, men and women were able to deal with their own body and to nourish it. That place were the Spas - luxurious public baths where access was not restricted to anyone. Baths are considered to be a Roman heritage and from the time of the Empire they played an important role in the life of the Romans. Imperial baths often had in one coumpound, in addition to hot and cold bath, and gym, gardens, museums, libraries, restaurants and shops. According to its architecture the baths are objects which differed from city to city. So we can say that Viminacium baths are not only special for its luxury but also for a specific architectural solution. The long period during which they remained in use (I-IV century) makes it possible to trace certain stages in their construction. As an additional element of the story of the Roman baths it could be pointed out that in some of the privatized Spas in the future (Gamzigradska and / or Niska) could be constructed Terme Romanum (the Roman public baths), which would raise the attractiveness. The Romans and religion This issue concerns the relationship of the pagan Romans, and the importance and meaning of Roman gods. Then the relationship of the Romans and Christianity, through the persecution of Christians and reconciliation, and then the acceptance of Christianity for equal and official religion. 36

6 Romans and Technology In ancient times, the Romans were known as carriers of technological progress. Some of the achievements of Roman civilization have been preserved to this day, and we are able to admire them, and in some cases they were skilled in the application of foreign knowledge and technologies.this topic can interpret the way of building roads in general, and specially the road of Trajan, and the method and the technologies in the construction of Trajan's bridge. In addition, it should be shown how the heating of buildings was in the ancient Romans, as a clever system of some sort of cental heating units. Roman architecture Innovation in Roman architecture began in the first century BC by the invention of concrete that placed itself like a stronger and simpler alternative to stone. Although many consider concrete as the greatest contribution to the modern world, architecture that emerged from the Roman Empire is still used occasionally in Europe. It is possible to tell a great stories about the construction of the imperial palace in Gamzigrad, mosaics, construction of Roman camps, the use of concrete and the height of the architecture of that era, Apolodor masterpiece, the Trajan Bridge. Conclusion The territory of Serbia has considerable resources for tourism development. Their spatial distribution suggests that they could be an important motivating factor in the economic development of underdeveloped areas, which would be influenced in balanced regional development. Serbia tourism resources are territorially widespread, but very little space matched with each other, which prevents formation of an integral units with complementary forms of tourism. Limited opportunities for investment in tourism development requires focus on the development priorities defined by the Tourism Development Strategy in Serbia. According to the Strategy, Serbia can be positioned as tourist destination in the international market only through its tourism clusters. Although tourism policy until recently was not considered important, now is the starting point of a thought process in tourism. It is focused on the development of tourism at all levels and as such needs to create long-term development perspective. Traditional state policy in tourism is gone. Governments of some countries or support already built a competitive framework for the conduct of actors in the tourism process (eg, Austria or Switzerland) or are involved actively and entrepreneurial in consturction of competitive tourism environment (Greece and Turkey at the beginning of theirs ascent of tourism, and Egypt and still is). On the level of state policy it is understood that tourism competitiveness is generated in tourist cluster and products, and not at the national level. In this regard, governments should support the development of tourism clusters competitiveness with various investments in infrastructure, because today it is not about tourist competitive states, than the states with more or less competitive tourist clusters / destinations / products. The division of the Republic of Serbia on tourism clusters was performed on the basis of a strong needs of the Republic of Serbia that the individual clusters / destinations / products regulate themselves their own position, to achieve competitiveness on the basis of their own strengths. This way they will be able to challenge the most successful competition. Key competitive strategy portfolio of tourism products by clusters are placed in order and in a way that opens the way for the establishment of their international competitiveness. That basically means that Serbian tourist clusters should do the same, better or different than the competition. In essence, the meaning of competitive activities is that Serbian tourism clusters should sale experience, which they can be experienced in the least possible effort for the visitors. Competitive activity clusters, their operational efficiency and "competitiveness diamond," which encourages them, are three instruments that define the concept of competitiveness. They can be successfully developed only with the cooperation and partnership between private and public sectors. This partnership must, however, be based on mutual interests and maximum transparency. No one can strengthen the competitiveness of clusters instead of actors who work in it. State authorities in Serbia only in privatization may affect the structure of private actors in the cluster, who are the only ones who can take responsibility for building competitiveness. The only way to effectively influence the long-term competitiveness clusters (considering the options, arrangements are made to make available their intellectual, technical and financial resources) is to establish cooperation and partnerships between stakeholders of public and private sectors. 37

7 References 1. Bakić, O., (2005): Marketing menadžment turističke destinacije, Čigoja, Beograd. 2. Bartoluci, M., Čavlek, N. i dr. (2007): Turuzam i sport razvojni aspekti, Školska knjiga, Zagreb. 3. Laws E. (1995): Tourist Destination Menagment: Issuis, Analisysis and Polices, Routedge, London 4. Чомић, Ђ., (2002): Туристичка географија, ВХШ, Београд. 5. Штетић, С., (2004): Национална туристичка географија, LI, Београд. 6. Стратегија развоја туризма републике Србије , Службени гласник Србије бр.91 Београд, sr Predrag Stamenković, Assist.prof, Higher Business School of Leskovac, Address: Dubočica 105/4, Leskovac, Serbia stamenkovic.predrag@vpsle.edu.rs Aleksandra Stoiljković Randjelović, Assist.prof, Higher Business School of Leskovac, Address: Šišava bb Vlasotince, Serbia randjelovic.aleksandra@vpsle.edu.rs 38