Television-Induced Tourism: Evidence from Croatia

Craig Depken, Tomislav Globan and Ivan Kožić
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Ivan Kožić: Institute for Tourism

Atlantic Economic Journal, 2020, vol. 48, issue 2, No 10, 253-262

Abstract: Abstract This paper analyzes the extent to which the filming of the popular television show Game of Thrones affected tourism in the Croatian city of Dubrovnik. Using monthly data and applying difference-in-differences, the study shows that the impact of airing Game of Thrones episodes filmed in Dubrovnik corresponded to approximately 5000 additional tourism overnights per month, or approximately 59,000 per year. Existing results were extended to show that the additional overnights mainly occur during the tourism off-season when transportation and lodging prices are ostensibly lower, consistent with anecdotal evidence. The results provide another example that the filming of a television show can increase the attractiveness of an already well-established and globally-known destination. The results are especially useful for tourism industries in countries with highly seasonal tourism activities, like Croatia, that usually depend on beneficial climatic conditions, which are highly unpredictable and volatile. Filming of popular television shows and increased tourism may provide additional revenue for local economies and help smooth seasonal and yearly volatility of local income.

Keywords: Dubrovnik; Game of Thrones; Difference-in-differences; Film tourism; L8; Z1 (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (4)

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DOI: 10.1007/s11293-020-09673-3

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