više od godina u službi turističkog razvoja

više odgodina u službi turističkog razvojagodišnje izvješće 2012.RESEARCH PROJECT:MINIMIZING FOREST FIRE RISKS FOR TOURISTS (MIRTO - Project)Naručitelj:AMBIENTE ITALIA – EU PROJEKTVoditelj projekta:Zrinka Marušić, dipl. ing. mat.,univ. spec. oec.Suradnici:dr. sc. Renata TomljenovićMislav Mikec, prof.MInimizing forest fire Risks for TOuristsFINAL PROJECT REPORTJuly 2011Grant Agreement 070401/2009/540455/SUB/A42009 CALL FOR PROPOSALSCIVIL PROTECTION FINANCIAL INSTRUMENTFOR COOPERATION PROJECTS ON:PREVENTION AND PREPAREDNESSCilj projekta:The overall aim of the MIRTO project was to develop and testthe method of raising awareness of tourists regarding the dangerof open fires while on holidays. The Institute for Tourism was incharge to define methods to monitor the efectiveness of MIRTOactivities, to implement monitoring methods and analyze the resultsof monitoring activities.Sadržaj projekta:The main target of project activities was the part of the touristpopulation more exposed to the risks of open fires – young touristswhose activities are often taking place in nature areas (i.e. hiking,excursions in hinterlands), those staying in camps where they aremore at risk from fires and those staying in private houses/apartments,where they have no so readily available information onwhat to do in case of fire.The main messages of the communication strategy related to thesafe fire behavior or, in other words, how to behave in a manner notto cause an open fire and what to do in case of fires. To communicatethese two main messages, a number of communicationmethods was used, each geared towards specific segment of thetarget population (youths, camping guests and guests staying inprivate houses/apartments) - video spots, brochures and posters.The second major aim of the project was to test the effectivenessof MIRTO awareness campaign in several aspects: in terms of theappropriateness of the communication channels used; in terms ofthe clarity of messages and in terms of the overall effectivenessof the campaign.The campaign was conducted on the islands of Croatia, Greece,France and Italy. Taking into account several criteria, the campaignwas implemented on: (i) the island of Hvar in Croatia, (ii) theislands Skopelos and Skyatos in Greece, (iii) the island of Corsicain France and (iv) the island of Elba in Italy. In terms of its implementation,the MIRTO campaign consisted of screening video spotson ferries to target the young tourists and distributing brochures toreach those staying in camps and private accommodation. It wasimplemented with the help of ferry companies and local partners.The monitoring of the MIRTO campaign was conducted to test theway it was implemented and to see how effective it was.In terms of the effectiveness of the MIRTO messages, it seems thatthe more general messages (i.e. fire prevention, be careful with fire,behave safe) were recalled by about 30 to 50% of those exposedto the messages. As the messages got more specific, the rate ofrecall decreased proportionally. Secondly, even though there was aset of messages designed specifically for each target population, itappears that the target population has not paid specific attention tothem. Thus it is difficult to claim with any degree of certainty that9