Game of Thrones: Tourism in Dubrovnik, Croatia

Name: Game of Thrones: Tourism in Dubrovnik, Croatia (English version)
SKU: 9B19A013

Karen Robson; Kerstin Heilgenberg

Product #:9B19A013

Supplier:Ivey

Discipline:International Business, Marketing

Setting:Croatia

Details:Case (PDF) • 6 pages • 2019-03-29

Subjects:

Marketing strategy Business management Sales and marketing International business Marketing

Geography:

Croatia Europe

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$9.71

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In 2018, Game of Thrones, a widely popular television series, had inspired a significant increase in tourism to one of its filming locations: Dubrovnik, Croatia. The economy in Croatia, in general, and Dubrovnik, in particular, relied significantly on tourism. However, the popularity of the television series had led to overwhelming tourist traffic in the area. During the peak tourist season, the city now suffered from serious overcrowding. In addition, the city was at risk of losing its status as a UNESCO World Heritage Site. In response, the city had begun to engage in demarketing efforts. Would these efforts be successful in both managing the high demand for tourism in the area and creating a sustainable tourism industry?

Learning Objectives

This case is a useful tool for discussing demarketing, demand management, tourism, and the influence of popular culture on marketing. It is suitable to use as part of an undergraduate or graduate course in marketing or hospitality and tourism management. This case is designed to help students

understand how popular culture can affect an industry;
assess the issues that the city of Dubrovnik faces as local tourism increases in popularity;
provide recommendations for how the city of Dubrovnik should proceed in order to create a sustainable tourism industry.