EVENT IN THE FUNCTION OF BETTER POSITIONING OF TOURIST DESTINATIONS - THE CASE STUDY OF DUBROVNIK

Vesna Vrtiprah () and Sanja Sentic ()
Additional contact information
Vesna Vrtiprah: University of Dubrovnik
Sanja Sentic: The City of Dubrovnik

Economic Thought and Practice, 2018, vol. 27, issue 1, 267-284

Abstract: Nowadays, there is a wide range of events that are classified as event tourism. Event tourism is a generally accepted concept that includes all planned events in an integrated approach to development and destination marketing. Cultural events, sports competitions, music and / or film festivals, public celebrations and other events can generate new demands thus increasing the competitiveness and strengthening a positive destination image. This is why numerous tourist destinations try to launch new festivals and other events that might draw tourists and extend the tourist season. Dubrovnik is one of the most popular and most attractive tourist destinations in the Mediterranean. Although events are important attractions of the city of Dubrovnik, not enough attention has been paid to their organization and promotion. The article examines whether the traditional and new attractive festivals, cultural and similar events might be used as important tourist attraction and destination image makers. Data were collected using the online method on a sample of experts in tourism. The survey results show that the events are not a strong tourism generating factor, they rather represent the added value, and Dubrovnik with its historic, cultural and natural resources has a huge potential for the development of those destination events that are intended to attract tourists. The findings help to strengthen the influence of events on the image of Dubrovnik, the need for creating and marketing events as tourist attraction, the importance of developing public-private partnership and co-branding strategies in the off-peak season.

Keywords: event tourism; Dubrovnik; image; event marketing (search for similar items in EconPapers)
JEL-codes: L83 (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hrcak.srce.hr/clanak/297769 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:avo:emipdu:v:27:y:2018:i:1:p:267-284

Ordering information: This journal article can be ordered from
Economic Thought and Practice, University of Dubrovnik, Branitelja Dubrovnika 29, 20000 Dubrovnik
https://emip.unidu.hr/

Access Statistics for this article

Economic Thought and Practice is currently edited by Nebojsa Stojcic

More articles in Economic Thought and Practice from Department of Economics and Business, University of Dubrovnik Contact information at EDIRC.
Bibliographic data for series maintained by Nebojsa Stojcic ().