engleski

Challenges of film-induced tourism in Croatia: from Winnetou to Game of Thrones

In this chapter, we analyse film as a public relations tool for creating global recognisability and an important element of the destination branding process. Furthermore, we focus on the analysis of the impacts of institutional incentives on the film tourism and film industry itself in these processes. This interdisciplinary field is connecting public relations and film as a part of the destination branding process, and destination image as an outcome of the destination branding process. The key question in this chapter is – to what extent does the fact that a destination has become a film location contribute to its popularity and the development of tourism, and to what extent is this “exploitation” dependent on the accompanying public relations and tourism destination management, i.e. the mediatization of tourism. The theoretical foundations and existing body of research on this topic will be presented in the practical example of Croatia as a popular European and Mediterranean destination. Croatia recently began using film strategically as an economic tool for increasing revenues and export services, public relations and destination promotion, i.e. the mediatization of tourism. Given that there were expectations that the shooting of popular series and films in Croatia would automatically contribute to its popularity, and thereby, to additional earnings from tourism, in this chapter we analyse the efforts Croatia has undertaken at the institutional and legal level in order to drive its film-induced tourism, as well as the effects that resulted from them. The strategy, the advantages and disadvantages, and the effects of this approach will be analysed.

tourism, film, Croatia, film-induced tourism

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