Diversification of Cultural Tourism: Development Trend or the Beginning of Disappearance?

Cultural tourism, driven by marked changes at the cultural awareness level and the visitor needs, has been experiencing drastic changes in recent years, both in the way of presenting cultural values and satisfying the widely diverse population of cultural tourists. The aim of this study is to provide an insight into the range of newly formed selective types of the offer, as well as to provide a conceptual background that could serve as a basis for the future research by other authors, with an emphasis on the vulnerability of the elementary concept of cultural tourism, based on diversity and recognition. It also points out to the necessity of setting and solving the problematic issue of further pervasive diversification of cultural programs, at the expense of preserving developmental progress and protecting the connection of cultural contents with true cultural values - from the aspect of cultural sustainability. This empirical study emphasizes the importance of separate observing the cultural phenomenon from the overall view of the destination tourist system.