Investigating Film Tourism And Destination Branding, Case Study Of Game Of Thrones In Dubrovnik City, Croatia

Abstract

2 ABSTRACT Background: This study examines how film-induced tourism shapes destination branding by exploring the impact of the television series Game of Thrones on the city of Dubrovnik, Croatia. Through narrative immersion and international media exposure, Dubrovnik has transformed from a historic coastal city to a globally recognized destination for film. The study investigates how visitors view and experience Dubrovnik as both a real and fictitious location, drawing on theoretical frameworks such as film-induced tourism, place branding theory, and idea of symbolic layering. Objectives: This study's goal is to examine how Game of Thrones influences travelers' perspectives, motives, and emotional bonds with Dubrovnik as a destination for tourism, helping to shape the city's changing brand identity. Methods: Drawing from netnographic data—user-generated videos, YouTube vlogs, and images from a tourism website—content analysis and thematic analysis were employed to identify recurring themes in travellers’ motivations, perceptions, and experiences. Thematic analysis was used to interpret how “Game of Thrones” has influenced the branding of Dubrovnik, Croatia. This research employed a qualitative and inductive research design. Results: The findings revealed Six Themes: 1) Exploring the Value and worth of Dubrovnik, the destination city. 2) Experience and Travel Motivation 3) Visibility and Cultural Recognition. 4) Understanding the Essence behind Film-Induced Tourism 5) Croatia as a Key Filming Location 6) Exploring Lesser-Known Locations. As viewers associate Dubrovnik’s historic architecture, fortified walls, and scenic vistas directly with iconic on-screen locations, describing their visits as “worth every penny” and “unforgettable.” This emotional and cultural resonance has elevated Dubrovnik’s symbolic capital, with tourists reporting a desire to immerse themselves in “King’s Landing” through guided and self-guided tours, themed excursions, and photo opportunities at key sites, such as Fort Lovrijenac and Pile Gate. Moreover, influencers and commercial tour operators leverage evocative imagery and narrative cues from the series to lower information barriers and stimulate travel intent, thereby 3 reinforcing the city’s brand identity. While acknowledging that film exposure acts as a secondary motivator alongside economic, social, and political factors, Conclusion: The study confirms that screen fame can function as a powerful branding megaphone, amplifying destination visibility without the need for paid advertising. It also demonstrates how Game of Thrones has profoundly changed Dubrovnik's reputation throughout the world, transforming it into a fantasy-driven travel destination and cultural icon. The results show that both well-known and lesser-known metropolitan areas may benefit from the use of visual storytelling as powerful means for creating place identity, drawing in new viewers, and maintaining interest.These insights underscore the need for policymakers and industry stakeholders to integrate film tourism into strategic planning, ensuring sustainable development and long-term growth in competitive destination markets. Future Research: Future research may explore the impact of actors and actresses on travel decisions. Understanding whether certain performers influence audience inclinations to attend filming locations enriches the existing film tourism literature. This might be investigated via interviews with foreign tourists, providing insight into how celebrity affiliation affects location attraction over time.Future research can be done to investigate how Dubrovnik has managed tourism post Game of Thrones Era.

A master programme thesis from Aalborg University

Investigating Film Tourism And Destination Branding, Case Study Of Game Of Thrones In Dubrovnik City, Croatia