Unintended Exchange

In this paper, I examine the interaction of collective identity, community action, and tourism in the island town of Komiža, Croatia. I hypothesized that efforts to establish sustainable tourism development in Komiža would be influenced by the collective identity of residents. I found that tourism and collective identity act as a feedback loop, with identity influencing community efforts to develop sustainable tourism and vice versa. The findings suggest that in creating sustainable tourism models, we must avoid generalized efforts and instead work with communities to devise strategies that fit their individual needs and characteristics.