Naslov
The origins of tourism promotion in Dubrovnik

Autori
Benić Penava, Marija ; Dujmić, Daniel

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Megatrends and Media : Reality and Media Bubbles : Conference Proceedings from the International Scientific Conference / Solík, Martin ; Rybanský, Rudolf - Trnava : Faculty of Mass Media Communication University of SS. Cyril and Methodius in Trnava, 2018, 371-386

ISBN
978-80-8105-952-0

Skup
International Scientific Conference Megatrends and Media 2018: Reality & Media Bubbles

Mjesto i datum
Smolenice, Slovačka, 24.04.2018. - 25.04.2018

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
1930s ; Dubrovnik ; history of tourism ; tourism promotion

Sažetak
This paper will show the beginnings of tourism promotion in the 1930s, which resulted in Dubrovnik attaining a position in the global market and its conception as a recognizable brand. Great attention was given to promotion in monarchist Yugoslavia, in which Dubrovnik became a favourite travel destination to foreign tourists. Numerous posters were printed in Croatian, Czech, German, Polish, English, French and Hungarian in preparation for the 1931 tourist season, establishing certain markets of Central and Western Europe as the primary focus for advertising. They were made by authors such as renowned painter and graphic artist Hanns Wagula, who made a series of propaganda materials in the 1920s. Promotions were also backed by films filmed in Dubrovnik, from Die Finanzen des Großherzogs (1923) and Der Prinz von Arkadien (1932) up to Gasparone (1937). Besides the aforementioned feature films, film crews also shot documentary scenes that were screened for promotional purposes. Thus the natural beauty of Dubrovnik and its Riviera as a tourist destination could be presented in a more quality light to the general public. Furthermore, important international conferences were held in Dubrovnik, which also contributed to its tourist promotion. The largest contributor was the PEN Congress in 1933, whose numerous international participants served as de facto promoters of Dubrovnik tourism. This exceptionally long tradition of tourist advertising has helped Dubrovnik achieve the status of Croatia’s most recognizable tourist destination today.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Povijest

POVEZANOST RADA