La creatividad en el sector turístico americano y europeo: Caso Croacia

Abstract

Film tourism has been studied for decades as a phenomenon that may become profitable when a destination is chosen as a film shooting location. The main objective of this paper is to discover the factors that influence the tourists to choose Dubrovnik as holiday destination. Moreover, this study aims to analyze the trends in Dubrovnik’s foreign tourism, after the launch of the original TV series Game of Thrones, as well as the factors of tourist satisfaction. In this article two different types of data have been used. On the one hand, secondary data provided by the Croatian Institute for Tourism and Dubrovnik Tourism Board, in the form of aggregate figures of tourism arrivals and overnights in whole Croatia and in Dubrovnik specifically, for the period between 2007 and 2016, prior and post the release of Game of Thrones in 2011. On the other hand, primary data obtained from a questionnaire deployed by the Dubrovnik Tourism Board in the summer of 2013 to 264 tourists in the city of Dubrovnik. Finally, as attraction factors of Dubrovnik highlight nature, being a territory of cultural interest, and sun and beach destination. Furthermore, two dimensions of satisfaction are differentiated, one focused on "cultural enrichment and self-realization" and another one on "material and earthly life".