engleski

Promoting Destination Through Film: Croatian Film and the Mediterranean

In the contemporary film industry it is almost impossible to imagine film production without marketing reflection and the use of marketing principles and marketing tools. In Hollywood, marketing plays a huge role in film production as well as in film sales. Although the Croatian film industry is still far behind the world trends and it can rightfully be argued that marketing is neither sufficiently nor successfully used in the Croatian film, signs of improvement can be noticed recently. However, room for much larger and wider improvement still remains. One aspect in which the Croatian film could improve is certainly the promotion of a country or, more specifically, promotion of a destination. A film, being not merely a commercial product but also a work of art and an exclusive cultural product, has a great potential in this kind of promotion. The link between the film and a tourist destination has been established, the role of the film in promoting and even branding a certain country or a destination is becoming more important and significant every day and the benefits of this relationship are mutual. The hypothesis that Croatia as a Mediterranean country with many attractive locations is promoted neither frequently enough, nor well enough in the Croatian film has been confirmed by the conducted research. Since there is a huge and unrealised potential, this paper analyses and proposes some measures that could be taken in promoting the Croatian Mediterranean destinations through the Croatian film and the Croatian film industry.

Croatian film ; marketing ; tourism

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