THE IMPACT OF TECHNOLOGY ON THE DEVELOPMENT OF TOURISM IN SOUTH CROATIA IN THE BEGINNING OF THE 20TH CENTURY Marija BENI PENAVA1
Marija GJURAŠI
2
University of Dubrovnik, 29 Branitelja Dubrovnika, 20000 Dubrovnik, CROATIA University of Dubrovnik, 29 Branitelja Dubrovnika, 20000 Dubrovnik, CROATIA * Marija Beni Penava; E-mail:
[email protected]; phone: +385 20445934 Abstract — This paper analyses, using archive records and relevant literature, the application of technological advances in transport and tourism in South Croatia in the period that preceded cruisers with thousands of passengers, mass air transport, as well as the usage of computers reservation systems and credit cards that are used in tourism industry nowadays. Technology was intensively involved in the tourism industry in the past. The impacts of technology could be seen on the connectivity by railway as well as sea, land and air traffic. In addition to the mentioned factors of communicative tourism, its receptive factors – hotel industry, catering, marketing, cultural institutions, public services etc became more dependent on technologies in the interwar period. The connection between the advances in technology and the new growing service sector of tourism in the Croatian south was a prerequisite of the coming development of mass tourism. Therefore, the human need for rest, recreation and adventure while abandoning their permanent residence achieved its purpose – enjoyment and relaxation. Peripheral parts of the Croatian south outgrew into world tourist destinations due to the progress of both transport and communication technology in the first half of the 20th century. Keywords— technology, tourism, South Croatia, 20th century
1. INTRODUCTION The Republic of Croatia is oriented towards tourism development, it is a recognized and popular destination with a clear development strategy and vision of its future in tourism. This orientation of Croatia’s regions to tourism has a long tradition; its beginnings were boosted by progress in steamship and railway travel, i.e. with the prosperity of faster and more comfortable transport connections. Travelling for pleasure, once feasible only for the elite, became more widely available with the industrial revolution. However, despite technological advances in transport in the early 20th century, tourism had not become a mass phenomenon. This novelty remained a privilege of the wealthy in Croatian territories, then part of the Austro-Hungarian Empire. Technology is crucial in all industries today, so it is in the largest and the most pervasive international industry – in tourism. Technological progress is the basis of virtually every study of the development of mass tourism, yet its influence in the earlier periods of individual tourism is not 135
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sufficiently represented in historiography. The aim of this research is to analyse the beginnings of the rich tourist Croatian history through the advancement of technology in transport and communication. This paper, after a preliminary review, explores the current researches of the impact of technology on the development of Croatian tourism; the orientation of the Croatian coast towards tourism up to the Second World War; as well as the impact of technological advances in traffic communications on the example of Dubrovnik as the tourist centre of South Croatia. The conclusion of the research is presented at the end of the paper.
2. RESEARCHES ON TECHNOLOGY IMPACT ON THE DEVELOPMENT OF CROATIA’S TOURISM IN THE PAST The historical approach to the research of the phenomenon of tourism is a growing discipline whose history is marked by immense innovativeness. Innovation research in tourism gained popularity in the world by late 20th century and is incorporated into the plans and strategies of Croatia’s tourism today.1 Little has been written about the impact of technology on the development of Croatian tourism in the past, while the history of tourism in Croatian areas is mainly researched in the frameworks of broader studies. 2 In addition, research on the history of tourism and technology in Europe has been disproportionately directed towards Western Europe, neglecting its peripheral parts. The economically most underdeveloped Austro-Hungarian provinces of the time, specially Dalmatia3 – had never been a part of the Grand Tour and become part of the European tourist scene relatively late. Influenced by the British, the popularity seaside resorts gained spread across 18th and 19th century Europe.4 It was in this period that Opatija and Dubrovnik built their elite status and become tourist summer capitals of the coast. At the turn of the 19th and 20th century British visitors witnessed the beginnings of cultural tourism in the Croatian region.5 1
Anne-Mette Hjalager, "A review of innovation research in tourism," Tourism Management 31 (2010): 1-12.; "Izvještaj 5. imbenici razvoja turizma u Republici Hrvatskoj II: obrazovanje, suvremene tehnologije i inovacije, turisti ko posredovanje te marketing, promocija i imidž Hrvatske," in Glavni plan i strategija razvoja turizma Republike Hrvatske (Zagreb: Institut za turizam, 2012), 27-30. 2 John B. Allcock, "International tourism and the appropriation of history in the Balkans," in Tourism and Economic Development in Eastern Europe and the Soviet Union ed. Derek R. Hall. (London; New York: Belhaven Press; Halsted Press, 1991), 236-258.; Tomislav Hitrec, "History of tourism with particular reference to the Croatian Adriatic," in Development of a Tourist Industry in the 19th and 20th Centuries. International Perspectives ed. Tissot L. et al. (Neuchâtel: Alphil, 2003), 391-404. 3 The geographic boundaries of the province of Dalmatia were subject to change through history. Thus, for example, from 1816 to 1878 Dalmatia stretched from Rab to Budva, and after the Congress of Berlin (1878) from Rab to Bar. Frane Ivkovi , "Organizacija uprave u okrugu Split za vrijeme druge austrijske vladavine od 1814. do kraja druge austrijske uprave 1918. godine," in Sources and contributions for the history of Dalmatia 12, ed. N. Baji -Žarko. (Split: Povijesni arhiv, 1996), 894.; Frane Ivkovi , "Ustroj uprave u Boki kotorskoj od francuske uprave 1807. do kraja druge austrijske uprave 1918. godine," Radovi Zavoda za povijesne znanosti HAZU, 53 (2011): 195. 4 John K. Walton, "Prospects in tourism history: evolution, state of play and future developments," Tourism management : research – policies – practice, 30/6 (2009): 783-793. 5 Jill Steward, "The spa towns of the Austrian-Hungarian Empire and the growth of tourist culture: 1860-1914," in New Directions in Urban History, ed. Peter Borsay et al. (Münster: Waxmann, 2000), 87-126. 136
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Authentic and credible sources of the history of tourism were far less interpreted by historians compared to researchers from other fields of social sciences. The reason for the domination of sociologists, economists and geographers to research the history of tourism was the subsequent recognition of the potential of tourism as a historical discipline.6 Only in the 21st century does tourism became the subject of serious historical research in the fields of social history, the history of everyday life and history of leisure. Proceedings which publish papers at the international level include studies of tourism in Croatia from a limited territory (the former Austrian Littoral) or analyse the period of mass tourism in socialist Yugoslavia.7 Technology occupied a special place in the socialist ideology of the period after World War II, and there is an increasing prevalence of younger and middle generation researchers of humanistic orientation from the region who research the development of the consumer society in socialist Yugoslavia.8 Due to the lack, fragmentation and poor availability of data, the history of Croatian tourism is less frequent than other theoretical works on tourism which often lack a historical dimension.9 Also, technological advances in transport and communication on Croatian territory in the past is studied as a subject of Traffic and Engineering studies at Croatian universities, without attaching importance to tourism development of this region in the past.10 The main reason for discrepancies in research intensity is a different intensity of tourist experiences as well as a different representation of historical sources in some parts of Croatia. Bearing in mind that the amount of collected material and reference literature shapes a research, a greater number of studies of individual smaller tourist micro-regions in the past is not surprising.
3. TRAFFIC COMMUNICATIONS IN DALMATIA Technological advances in history are lengthy and complex processes which have their duration until they are replaced with new technology.11 In the development of technology in the past, the Industrial Revolution was a watershed period. A period of fast development occurred for the countries and nations with leading technologies, while the backward European periphery with the Croatian areas gradually and incompletely accepted progress in the last decades of the 19th century. 6
John K. Walton, "Tourism and History," in Contemporary Tourism Reviews ed. Cooper. (Oxford: Goodfellow Publishers Limited, 2011), 3. 7 Peter Jordan, Milena Perši , eds., Österreich und der Tourismus von Opatija (Abbazia) vor dem Ersten Weltkrieg und zur Mitte der 1990er Jahre. Frankfurt am Main: P. Lang, 1998.; Hannes Grandits, Karin Taylor, eds. Yugoslavia’s Sunny Side: A History of Tourism in Socialism 1950s-1980s. Budapest; New York, CEU Press, 2010. 8 Igor Duda, "Technology to the People! Durables, Consumption and Leisure in Socialist Croatia," asopis za suvremenu povijest 37/2 (2005): 371-392; Lada Durakovi , Andrea Matoševi , eds. Socialism on the Bench. Zagreb: Srednja Europa; Pula: Sveu ilište Jurja Dobrile, 2013. 9 John Towner, "Approaches to tourism history," Annals of Tourism Research : a Social Sciences Journal 15/1 (1988): 47-62. 10 Gordana Štefan i , Tehnologija gradskog prometa I. Zagreb: Fakultet prometnih znanosti, 2008.; Ivan Bošnjak, Tehnologija telekomunikacijskog prometa II. Zagreb: Fakultet prometnih znanosti, 2000.; Ivan Županovi , Tehnologija cestovnog prijevoza. Zagreb: Fakultet prometnih znanosti, 2002.; Hrvoje Bari evi , Tehnologija kopnenog prometa. Rijeka: Pomorski fakultet: Glosa, 2001. 11 Jurica Šimurina, Ivan Toli , "Dynamics of the technology progress in economic development," Ekonomska istraživanja 21/3 (2008): 12-24. 137
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The economic situation in Croatia at the beginning of the 20th century was extremely grave. While half the population of Austrians and Czechs lived off jobs in industry, crafts, trade and rail, river and maritime traffic; the Croatian areas ratio hardly exceeded 20 %. 12 In such circumstances, tourism – particularly in the Rivieras of Opatija and Dubrovnik under the Austrian government – recorded an unhindered development. The arrival of the first tourists to the Croatian coastal area which was under Austrian rule was exquisitely illustrated in the exhibition The Austrian Riviera discovers the seaside which was held in Vienna from mid-November 2013 until the end of March 2014.13 Visitors to the Croatian coast arrived after revolutionary changes in traffic – travelling by steam trains and steamboats. Steam power, since it could be increased ad infinitum, changed the perspective of travelling and reduced the distances. Organized arrivals of tourists by steamships began after the establishment of regular steam shipping lines to Dubrovnik.14 Austrian Lloyd was founded in 1836 in Trieste as the first Austrian steamship company; only a year after its founding, it organised lines connecting Dubrovnik and Trieste. Lloyd’s luxury steamer liners were also the leading coastal steamers in the Mediterranean – Baron Gautsch, Prinz Hohenlohe and Baron Bruck brought the first visitors to Dubrovnik.15 Since the tourists needed to rest during the long journey, Austrian Lloyd invested in constructing the hotel Imperial in Dubrovnik. The effect which technological advancement in transport connections had on the development of Dubrovnik tourism was evident from a fivefold increase in the number of accommodation units: from a total of six hotels and inns in the 1897 to thirty in 1910.16 Top Dubrovnik hotels (Grand Hotel Imperial, Hotel Odak, Hotel De la Ville, Hotel Gradac, Grand Hotel Lapad, Hotel Petka, Palace Hotel, Hotel Pension Dalmacija, Thermoterapija etc.) have contributed to the beginnings of congress tourism in this region. In the early days, these conferences were organised for business and entertainment. In the period before World War I, three congresses were organised: Austrian Railways representatives Annual Meeting (1897), Second Congress of Austrian balneologists (1900), and Third Congress of Slavic journalists from the Austro-Hungarian Empire (1901).17 Visitors from the Austrian interior would reach Trieste by train where they would switch for steamships for transport to the Croatian south. Therefore, the railways Vienna-Trieste (1857) and Zagreb-Karlovac-Rijeka (1873) were primary tourist links to the Croatian south – the province of Dalmatia, since the purpose of the province's railway network that linked the hinterland to the coast was chiefly to exploit minerals. That was the case with the railway lines Šibenik-Knin and Split12
Ivo Goldstein, Croatia: A History (London: Hurst & Company, 1999), 106. Wien Museum online. "The ‘Austrian Riviera’ Vienna discovers the seaside," last modified 2014, http://www.wienmuseum.at/en/exhibitions/detail/ausstellung/oesterreichische-riviera-wien-entdeckt-dasmeer.html. Further reading: Astrid Göttche, Alexandra Hönigmann-Tempelmayr, eds., Österreichische Riviera Wien entdeckt das Meer. Wien: Wien-Museum; Hrsg. von Christian Rapp, Nadia Rapp-Wimberger, 2013. 14 Ivo Peri , Razvitak turizma u Dubrovniku i okolici od pojave parobrodarstva do 1941. Dubrovnik: Jugoslavenska akademija znanosti i umjetnosti, 1983. 15 Further reading: Mitja Lamut, Parobrodi Jadrana na razglednicama. Zagreb: V.B.Z., 2013. 16 Razvoj turizma (planinarstva, saobra aja putnika) u Dalmaciji (Split: Primorsko planinarsko društvo Dinara u Splitu, 1929), 45. 17 Augustin Frani , "Dubrovnik – grad me unarodnih sastanaka," Privreda Dalmacije 3 (1966): 29-34. 138 13
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Knin (1877), and Knin-Siveri (1888) which linked coal mines with output ports on the Adriatic. Likewise, the long-awaited railway to Dubrovnik over the Bosnian-Herzegovinian hinterland (1901) was a military strategic objective linking the Bay of Kotor (today part of Montenegro) with the interior of the Dual Monarchy. Tourists loved visiting the hinterland of Dubrovnik by railway all until it was abolished in 1976. Its major drawback was its narrow gauge, yet for touristic purposes it did not matter. Although the first airplane landed in ilipi in 1936, and a regular air route from Sarajevo and Belgrade, which connected Dubrovnik during the summer months with many European cities (such as Bucharest, Vienna, etc.) was introduced two years later, air traffic was in its initial stage and didn’t have a big role in connecting Dubrovnik to the rest of the country or to the world. It should be emphasized that the runway at the time was a mowed lawn; Dubrovnik’s modern airport wasn’t built before 1962.18 Technical advances in the field of telecommunications (a total of 88km of underground and around 6,000km above ground cables were laid in the Croatian region), are evident after the First World War.19 Postage offices were opened in smaller towns surrounding Dubrovnik as early as 1930: Blato, Cavtat, ilipi, Lapad, Gove ari, Gruda, Janjina, Kor ula, Kupari, Plo ice, Slano, Ston, Šipanska Luka, Topolo, Trpanj and Vela Luka.20 Some of these little towns got post offices even before, like in Babino Polje on the island of Mljet, where the post office was opened as early as 1874 (with a working telephone from 1894). 21 Those post offices were modestly equipped and would look very unattractive by current standards. Its few direct telephone lines were overloaded during the tourist season. Thus, in the summer it was very difficult to establish a telephone call to western European cities, even a direct call to Zagreb was a challenge. Some important tourist destinations, such as the nearby Lopud, were not included in the Dubrovnik telephone network.22 Even those humble connection were an advance in those times since even fifteen years later, telephone lines were available only in bigger cities (a total of 338.10km of lines in 1908).23
4. ELECTRIFICATION OF DALMTIA AND THE ARRIVAL OF TRAM IN DUBROVNIK The application of electricity in the Croatian region began in the late 19th century. The beginnings of electricity production in Croatia were modest and concentrated around Zagreb. Power plants were built randomly without a plan and with small financial means; when the new union the Kingdom of Serbs, Croats and Slovenes (1918) was formed, most of them were in the service of industrial plants and were foreign private property. These extremely small power plants emerged for 18
Branko Nadilo, "Gradnja i rekonstrukcija dubrova ke zra ne luke," Gra evinar 62 (2010): 45-46.; further reading: Ton i Peovi , Mario Raguž, Jakša, Raguž, Zra na luka Dubrovnik. Dubrovnik: Zra na luka Dubrovnik, 2006. 19 Ivo Vinski, "Procjena kapitala na podru ju Hrvatske u razdoblju izme u dva svjetska rata," in Prilozi za ekonomsku povijest Hrvatske, ed. I. Vinski. (Zagreb: Institut za historiju radni kog pokreta Hrvatske, 1967), 129-130. 20 Ilustrovani zvani ni almanah šematizam Zetske banovine (Sarajevo: Kraljevska banska uprava Zetske banovine na Cetinju, 1931), 435-440. 21 Ivo Dabeli , Otok Mljet 1894. 1930. (Dubrovnik: I. Dabeli , 2008), 15-16. 22 Dubrova ki turizam IV (Dubrovnik: Savez za unapre enje turizma, 1939), 17. 23 Ivo Juras, Pregled gospodarstva i trgovine u Dalmaciji (Zadar: Narodni list, 1910), 46. 139
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the purpose of illumination – especially in industry. In the Austrian province of Dalmatia, Zadar was illuminated in 1894 and Šibenik the following year. In southern Croatia, unlike the rest of the country, Dubrovnik (where the first electric light bulb lit up in 1897) had very different conditions. While electricity illuminated manufactories and industrial sites in the north, in Dubrovnik it was used for illuminating streets and restaurants. Electricity was produced in a power plant (720hp) in Gruž (Batala) from June 1901.24 In its first four years of operation, it worked exclusively by night, the power plant started operating in daytime from 1905. It was damaged during World War I in 1918 by fire. As a consequence of the damage was that it became unprofitable for the production of electricity. Expensive and poor quality electricity production was complicated by unresolved ownership rights of the plant. After 1918, the power plant remained under the administration of Austrian foreign concessionaires – Gesellschaft für elektrische Industrie Wien (ELIN) and was not repaired. Growing losses of the power plant were followed by increased dissatisfaction of its consumers. The price of electricity due to a high cost of production was constantly increased. Frequent interruptions of supply, the falling into disrepair of the plant and the infrastructure had a negative effect on service activities in Dubrovnik. It was not until 1930 that a reconstruction was undertaken, the power plant becoming the property of the city of Dubrovnik, when plant offices, mechanical workshops and a modernized plant were built. A dilapidated and dangerous urban electric network was then also reconstructed. On the other hand, street lighting in Dubrovnik has a long tradition – from the times of the Dubrovnik Republic. However, the first electric bulb illuminated the newly opened Imperial hotel in Dubrovnik in 1897; electricity for the luxurious hotel was produced by a home power plant. The luxurious hotel Imperial – built with the capital of the Austrian Lloyd, was one of the first elite Croatian hotels in general. The hotel was equipped with modern steam heating and had the first electric lift in this region which was quite revolutionary in the late 19th century. With the power plant in Gruž (Batala), there were 8 small home power plants in the vicinity of Dubrovnik. 25 In order to increase the quality of tourism, electrical energy was used in smaller villages around the main destinations of Dubrovnik. For example, on the tiny Elaphites’ island Lopud the first petroleum power plant (3hp) was installed in 1927 to supply the hotel Pracat, and two years later the hotel Glavovi .26 All the hotels on Lopud were owned by the islanders; upon opening the Grand Hotel Lopud its tourist peak was achieved in the eve of the Second World War. Grand Hotel on Lopud had a home power plant as did all major restaurants since electricity was a basic prerequisite for tourist industry. The island of Lopud in the Kingdom of Yugoslavia had a much greater number of accommodations than the number of its permanent residents.
24
It was powered by steam, its raw materials for the production were English coal and oil. Dalmacija spomenknjiga izdana o kongresu Udruženja jugoslavenskih inženjera i arhitekata god. 1923. (Split: Udruženja jugoslavenskih inženjera i arhitekata, Sekcija Split, 1923), 244. 25 Statisti ki godišnjak 1938-1939: knjiga IX (Beograd: Opšta državna statistika Kraljevine Jugoslavije, 1939), 191. 26 Boris Markov i et al., Razvoj elektrifikacije Hrvatske (Zagreb: Institut za elektroprivredu, 1984), 191. 140
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Few citizens of Dubrovnik used electricity in their homes, the major consumer of electricity was the Dubrovnik electric railway that was established with a capital of 500,000 kronen in 1910.27 Electric trams had become a popular means of public transportation as they were introduced into the capital cities of the Austro-Hungarian Empire Vienna and Budapest in the 1880s. With the town of Rijeka as the earliest (1899), peripheral Austro-Hungarian regions which form Croatia today introduced trams as transport in Pula, Opatija, Zagreb and Osijek in the early 20th century. The introduction of trams as a means of modern public transport to Dubrovnik was an extraordinary event in a period of economic stagnation and difficult living conditions of the majority of its 12,683 residents in 1910.28
Fig. 1. Dubrovnik tramway in Gruž in front of the church sv. Križa (right) and Central Train Station (left back). See in Niko Kapetani , Božo Lasi . Dubrova ki tramvaj 1910-1970 (Dubrovnik, Društvo prijatelja dubrova ke starine, 2010), 44.
Fig. 2. Hotel Imperial. "Photo Collection," Centre for tourist information and documentation. Dubrovnik: Department of Economics and Business Economics on the University of Dubrovnik.
Dubrovnik tramway resisted the tough challenges of the time (the First and Second World War), difficulties and interruptions in the power supply (conflicts over the management of the power plant), frequent changes of government framework (the Austro-Hungarian Empire, the first monarchist Yugoslavia, the Independent State of Croatia, Yugoslavia – the so-called second Yugoslavia), various systems (early capitalist, fascist and socialist), severe traffic accidents (in 1922 and 1970) and despite remained in use the longest in the Croatian coastal area. The tramway had a significant role in the history of technology and tourism of Dubrovnik and Croatia. Although the citizens of the city loved to joke saying if you're in a hurry, go on foot, the tram was also liked by those who didn’t use it. Despite the projects on the possible reintroduction of trams as a touristic attraction, Dubrovnik tram can only be seen today in the Technical Museum in Zagreb, while its trailer is on display at Tramway Museum Graz in Austria.
27 28
Pravilnik dioni kog društva Dubrova ke elektri ne željeznice (Dubrovnik: Štamparija De Giulli i dr., 1912), 2. Mirko Koren i , Naselja i stanovništvo SR Hrvatske 1857-1971 (Zagreb, Jugoslavenska akademija znanosti i umjetnosti, 1979), 219. 141
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5. CONCLUSION The first studies in the late 1930s on the beginnings of tourism phenomenon in the Dubrovnik Republic had sought the connection with slave trade, pilgrimage, amusement, diplomacy as well as with the development of science and technology.29 The application of technology in transport – steam railways, steamships and aircrafts, with the development of telecommunications (post, telegraph, telephone) was the precondition for the development of service activities, especially tourism. Traditionally orientated towards the sea, the territories of the former Republic of Dubrovnik were connected by steamship lines as early as the 1830s, almost in step with modern trends of maritime transport. It should be emphasized that almost all the hotels in and around Dubrovnik in the late 19th and early 20th centuries maintained their accommodation function to this day and have been renovated to meet hotel design requirements of the 21st century. Electricity changed the lives of the citizens of Dubrovnik. Contrary to other parts were electricity was introduced as a prerequisite for industrial development, electrification of Dubrovnik in southern Croatia was directly related to its tourism beginnings. The only tram in Dalmatia outgrew its original purpose – a means of integrating the urban territory, and has grown into a distinct symbol of Dubrovnik. Since opening to traffic in December 1910 to its complete abolition in the 1970s, Dubrovnik tram had a remarkable social and economic significance for the development of the city. Although only five tram vehicles (imported from the Czech factory František K ižík) ran on rails that were built for the purpose in only 48 days, the tram as an indicator of its contemporary technological advancement left a deep mark in the history of Dubrovnik and its history of tourism.
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