Harvard Case - Game of Thrones: Tourism in Dubrovnik, Croatia
"Game of Thrones: Tourism in Dubrovnik, Croatia" Harvard business case study is written by Karen Robson, Kerstin Heilgenberg. It deals with the challenges in the field of Marketing. The case study is 6 page(s) long and it was first published on : Mar 29, 2019
At Fern Fort University, we recommend Dubrovnik implement a comprehensive, multi-faceted strategy to capitalize on the 'Game of Thrones' tourism boom while mitigating potential negative impacts. This strategy will focus on:
- Diversifying tourism offerings: Moving beyond 'Game of Thrones' to showcase Dubrovnik's rich history, culture, and natural beauty.
- Sustainable tourism development: Protecting the city's heritage and environment while managing visitor influx.
- Building a strong brand identity: Positioning Dubrovnik as a unique and desirable travel destination.
2. Background
The case study explores the dramatic increase in tourism to Dubrovnik, Croatia, following the global popularity of the HBO series 'Game of Thrones.' While this surge in visitors has brought economic benefits, it has also presented challenges, including overcrowding, strain on infrastructure, and potential damage to the city's historical sites.
The main protagonists are:
- Dubrovnik's tourism industry: Hotels, restaurants, tour operators, and local businesses benefiting from the influx of tourists.
- The city government: Responsible for managing tourism, preserving heritage, and ensuring the well-being of residents.
- Local residents: Experiencing the impact of increased tourism on their daily lives and the city's environment.
3. Analysis of the Case Study
SWOT Analysis:
Strengths:
- Global recognition: 'Game of Thrones' has brought international attention to Dubrovnik.
- Rich history and culture: Dubrovnik offers a unique and appealing destination for cultural tourism.
- Stunning natural beauty: The city's Adriatic coastline and surrounding islands provide picturesque scenery.
Weaknesses:
- Overcrowding: The influx of tourists has led to congestion and strain on infrastructure.
- Seasonality: Tourism is highly concentrated during peak seasons, creating uneven economic activity.
- Limited accommodation capacity: The city's existing infrastructure struggles to accommodate the increasing visitor numbers.
Opportunities:
- Diversify tourism offerings: Expand beyond 'Game of Thrones' to attract a wider range of visitors.
- Develop sustainable tourism practices: Implement measures to protect the environment and cultural heritage.
- Leverage digital marketing: Utilize social media and online platforms to promote Dubrovnik as a destination.
Threats:
- Negative impact on residents' quality of life: Overcrowding and tourism-related noise can negatively affect residents.
- Competition from other destinations: Other cities are also capitalizing on 'Game of Thrones' tourism.
- Economic downturn: Global economic factors can impact tourism demand.
PESTEL Analysis:
- Political: Stable political environment in Croatia supports tourism development.
- Economic: Growing global economy and rising disposable incomes drive tourism demand.
- Social: Increased interest in historical and cultural experiences fuels tourism growth.
- Technological: Advancements in online booking and digital marketing enhance tourism accessibility.
- Environmental: Climate change and environmental concerns necessitate sustainable tourism practices.
- Legal: Regulations regarding tourism development and heritage preservation are crucial.
4. Recommendations
1. Diversify Tourism Offerings:
- Develop new tourism products: Focus on showcasing Dubrovnik's rich history, culture, and natural beauty beyond 'Game of Thrones' themes.
- Promote alternative attractions: Highlight museums, art galleries, historical sites, and outdoor activities.
- Target niche markets: Attract specific demographics like families, adventure seekers, and cultural enthusiasts.
- Develop unique experiences: Offer guided tours, workshops, and events that showcase the city's authentic character.
2. Implement Sustainable Tourism Practices:
- Manage visitor influx: Implement a system for managing visitor numbers, potentially through timed entry systems or visitor quotas.
- Preserve historical sites: Develop guidelines for responsible tourism behavior and enforce regulations to protect heritage sites.
- Promote eco-friendly practices: Encourage sustainable transportation, waste reduction, and responsible consumption within the city.
- Invest in infrastructure: Improve public transportation, pedestrian walkways, and waste management systems to accommodate increased visitor numbers.
3. Build a Strong Brand Identity:
- Develop a clear brand positioning: Position Dubrovnik as a unique and desirable travel destination known for its history, culture, and natural beauty.
- Create a compelling brand narrative: Develop a story that resonates with target audiences and highlights Dubrovnik's unique appeal.
- Utilize integrated marketing communications: Implement a comprehensive marketing strategy across various channels, including digital marketing, social media, traditional media, and public relations.
- Engage with influencers: Collaborate with travel bloggers, social media influencers, and media personalities to promote Dubrovnik as a destination.
5. Basis of Recommendations
These recommendations consider:
- Core competencies and consistency with mission: Leveraging Dubrovnik's existing strengths in history, culture, and natural beauty while aligning with the city's mission to preserve its heritage and promote sustainable tourism.
- External customers and internal clients: Catering to the needs of diverse tourist segments while considering the well-being of local residents.
- Competitors: Differentiating Dubrovnik from other destinations by emphasizing its unique character and sustainable practices.
- Attractiveness: The recommendations aim to increase tourism revenue, enhance visitor satisfaction, and protect the city's long-term sustainability.
6. Conclusion
By diversifying tourism offerings, implementing sustainable practices, and building a strong brand identity, Dubrovnik can capitalize on the 'Game of Thrones' tourism boom while mitigating potential negative impacts. This strategy will ensure the city's long-term economic growth while preserving its cultural heritage and environmental integrity.
7. Discussion
Alternatives:
- Restricting tourism: This approach could be detrimental to the economy and could create negative publicity.
- Focusing solely on 'Game of Thrones' tourism: This strategy would limit the city's appeal and could lead to unsustainable growth.
Risks:
- Competition from other destinations: Other cities may offer similar attractions and experiences.
- Economic downturn: Global economic factors could impact tourism demand.
- Resistance from residents: Some residents may oppose tourism development initiatives.
Key Assumptions:
- Continued popularity of 'Game of Thrones': The series' popularity may decline over time.
- Effective implementation of sustainable practices: Success depends on the commitment of stakeholders to implement sustainable measures.
- Positive response from tourists: Tourists must be receptive to the city's efforts to diversify its offerings and promote sustainability.
8. Next Steps
- Develop a detailed strategic plan: Outline specific objectives, timelines, and budget allocations for each recommendation.
- Establish a dedicated task force: Assemble a team of stakeholders to oversee implementation and monitor progress.
- Engage with local communities: Communicate with residents and businesses to ensure their input and support.
- Continuously evaluate and adapt: Monitor the effectiveness of initiatives and adjust the strategy based on feedback and changing market conditions.
By implementing these recommendations, Dubrovnik can position itself as a leading sustainable tourism destination and achieve long-term economic growth while preserving its cultural heritage and environmental integrity.
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Case Description
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?
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