Destination Marketing Organisations' Use of Humour and Co-Creation: An Exploratory Study from Croatia

Iva Slivar, Ana Perisa and Andelina Horvat ()
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Iva Slivar: University of J. Dobrila, Faculty of Economics and Tourism Dr. M. Mirkoviæ, Pula,Croatia
Ana Perisa: Maistra d.d., Rovinj, Croatia
Andelina Horvat: University of J. Dobrila, Faculty of Economics and Tourism Dr. M. Mirkoviæ, Pula,Croatia

Interdisciplinary Description of Complex Systems - scientific journal, 2018, vol. 16, issue 2, 238-248

Abstract: Tourists are more active, experienced and picky, eager for new, unforgettable experiences tailored to their needs. Innovations are imperatives, especially in tourism where new ideas can be easily copied. What better solution could there be than to engage tourists in the creation of the tourist product of their dreams? The principles of co-creation, along with the appeal of humour in tourism are still under researched topics as well as rarely used in practice. Especially in the case of Destination Marketing Organisations (DMOs) in Croatia, publicly funded entities that do not create tourism products, yet are responsible for the valorisation of unmanaged tourism attractions. An exploratory study was carried out whose main contribution was to assess current practices of DMOs and their tendencies towards using humour and co-creation in their marketing agendas. The purpose of this study is to raise awareness of the benefits of applying those two concepts in the marketing activities of DMOs. A case study project, aimed at tourism attractions in the destination, to inspire DMOs is also presented.

Keywords: co-creation; humour; tourism attractions; DMOs (search for similar items in EconPapers)
JEL-codes: L83 Z32 (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (1)

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