Uloga filma u promociji Dubrovnika kao turističke destinacije

master's thesis

• Title (english): The Role of Film in Promoting Dubrovnik as a Tourist Destination
• Author: Anamaria Habunek
• Mentor: Hrvoje Jakopović (mentor)
• Mentor: Dejan Gluvačević (komentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Dejan Gluvačević (član povjerenstva)
• Committee member: Božo Skoko (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2021-06-14, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Uzimajući u obzir snažnu promotivnu moć filma ovaj rad bavi se ulogom popularnog serijala Igra prijestolja u promociji grada Dubrovnika kao poznate i prestižne turističke destinacije u Europi i svijetu. Budući da film može ostaviti vrlo dubok utisak na gledatelja u kratkom vremenu, postao je snažno promotivno sredstvo različitih brendova, a posljednjih godina sve više doprinosi i promociji raznih destinacija što posljedično utječe na razvoj filmski induciranog turizma. Primjenom intervjua kao kvalitativne metode istraživanja, istražuje se uloga serijala u promotivnim aktivnostima i brendiranju Dubrovnika, u stvaranju turističke ponude za privlačenje novih profila turista te utjecaj na dolazak posjetitelja od početka prikazivanja sezona serije snimljenih u Dubrovniku do kraja 2019. godine, odnosno prije početka epidemije uzrokovane koronavirusom. Uzorak istraživanja čine ispitanici iz područja filma, upravljanja destinacijom te turistički vodiči kao terenski djelatnici, koji su odabrani kao relevantni sugovornici s obzirom na institucije koje predstavljaju te kakvim se poslom bave. Rezultati i analiza istraživanja pokazali su da je serijal Igra prijestolja utjecao na razvoj filmski induciranog turizma u Dubrovniku, promociju i brendiranje grada, ekspanziju nove turističke ponude te povećani broj dolazak turista, posebice mlađe populacije koju privlače inovativne turističke ponude.

Abstract (english)

While considering the strong promotional power of a film, this thesis examines the influence of the popular series Game of Thrones on the promotion of Dubrovnik as a popular and prestigious tourist destination in Europe and the world. A film can leave a deep imprint on its watcher in a short period so it became a strong promotional weapon of many brands and in the last period, it contributes to promoting different destinations which affects the development of film induced tourism. By using an interview as a quantitative method of research, the role of series in promotional activities and branding of Dubrovnik is being researched until the end of 2019., that is before the start of a world pandemic caused by coronavirus. The research sample consists of respondents from the field of film, destination management, and tourist guides as field staff, who are chosen as relevant responders regarding the institutions they represent and the job that they do. Results and analysis of the research have shown that the series of Game of Thrones has affected the development of film induced tourism in Dubrovnik, promotion, and branding of the city, expansion of the new touristic services, and the increase of touristic arrivals, especially the younger generations that are drawn in because of the innovative touristic offers.

• Keywords: film; promocija; filmski turizam; Igra prijestolja; Dubrovnik
• Keywords (english): film; promotion; film induced tourism; Game of Thrones; Dubrovnik
• Language: croatian
• URN:NBN: urn:nbn:hr:114:824809
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2022-01-29 14:51:43