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»Rec! Snap! Rec! Snap! « From a Filming Location to an Instagrammable Destination: The Case of Dubrovnik as King’s Landing : the Case of Dubrovnik as King’s Landing
Hava Kadušić, 2024, undergraduate thesis

Abstract: Instagram is an essential visual social media platform where tourism organizations can present their destinations. These presentations could feature authentic natural and cultural sites, be user-generated, etc. Dubrovnik is a prominent tourism destination in Croatia. In 2011, it became famous as an onsite filming location for the globally popular TV series Game of Thrones. In this thesis, we investigate whether the Croatian National Tourism Organisation and the Dubrovnik Local Tourism Organisation present the city as a film destination featuring Game of Thrones or as an authentic destination featuring its heritage and nature. We explore destination image construction, including identity, authenticity, decision-making, and promotion. We also discuss film-induced tourism and the role of social media, mainly through user-generated content and Instagram. For our research, we employed content and thematic analysis using a summative approach to analyze photos from 2016 to 2020 on the official Instagram profiles of the National and Local Tourism Organisations, totaling 1.034 photos. The results show that the National Tourism Organisation uses Dubrovnik’s relationship with Game of Thrones to fabricate the authenticity of the destination image, while the Local Tourism Organisation focuses solely on heritage and nature, thus guarding its authenticity. This discrepancy highlights different communication strategies and underscores the importance of understanding these differences for effective destination marketing, providing insights for more cohesive and authentic promotional strategies
Keywords: film-induced tourism, social media, destination image, authenticity, Dubrovnik, Game of Thrones
Published in DKUM: 16.10.2024; Views: 0; Downloads: 5
Full text (3,83 MB)

FILM-INDUCED TOURISM: MOTIVATION OF GAME OF THRONES’ FANS TO VISIT DUBROVNIK
Tilen Štruc, 2017, bachelor thesis/paper

Abstract: Film-induced tourism is a new, complex phenomenon. It connects two major industries: entertainment and tourism, both being on the rise. So far, the correlation between the two has not been subject to extensive research, thus receiving little academic attention. This study describes the field of film-induced tourism, its effects, forms and characteristics. Its focus is set on the motivation of Game of Thrones’ fans to visit Dubrovnik, Croatia, or “King’s Landing” as they know it from the series. The results of this study show that most of the Game of Thrones’ fans would like to visit Dubrovnik. Results further prove that the more fans identify with the characters from Game of Thrones, the stronger the intent to visit Dubrovnik. In terms of motivation, pull factors proved to dominate push factors. However, results confirm that the stronger the identification with the Game of Thrones’ characters, the greater the importance of push factors for visiting Dubrovnik.
Keywords: film-induced tourism, tourist motivation, Game of Thrones, Dubrovnik
Published in DKUM: 18.10.2017; Views: 2227; Downloads: 428
Full text (1,23 MB)

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