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Tourism Advertising and Destination Image Building Through Cultural Heritage in Croatia: A Comparative Study of Dubrovnik and Split

Tourism Advertising and Destination Image Building Through Cultural Heritage in Croatia: A Comparative Study of Dubrovnik and Split

Ceren Gül Artuner Özder
Copyright: © 2022 |Pages: 25
ISBN13: 9781799896722|ISBN10: 1799896722|ISBN13 Softcover: 9781799896739|EISBN13: 9781799896746
DOI: 10.4018/978-1-7998-9672-2.ch011
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MLA

Artuner Özder, Ceren Gül. "Tourism Advertising and Destination Image Building Through Cultural Heritage in Croatia: A Comparative Study of Dubrovnik and Split." Handbook of Research on Global Perspectives on International Advertising, edited by Ipek Krom, IGI Global, 2022, pp. 208-232. https://doi.org/10.4018/978-1-7998-9672-2.ch011

APA

Artuner Özder, C. G. (2022). Tourism Advertising and Destination Image Building Through Cultural Heritage in Croatia: A Comparative Study of Dubrovnik and Split. In I. Krom (Ed.), Handbook of Research on Global Perspectives on International Advertising (pp. 208-232). IGI Global. https://doi.org/10.4018/978-1-7998-9672-2.ch011

Chicago

Artuner Özder, Ceren Gül. "Tourism Advertising and Destination Image Building Through Cultural Heritage in Croatia: A Comparative Study of Dubrovnik and Split." In Handbook of Research on Global Perspectives on International Advertising, edited by Ipek Krom, 208-232. Hershey, PA: IGI Global, 2022. https://doi.org/10.4018/978-1-7998-9672-2.ch011

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Abstract

Through this research, an attempt is made to understand how Croatian coastal cities Dubrovnik and Split, with rich historical and cultural heritage, promote, market, and advertise this heritage through the official websites of local tourism organizations. In this context, after examining the general discourses on the homepage of the official websites of these cities, the discourses they adopt to promote their historical and cultural wealth in order to create a destination image are analyzed using content analysis. To do this, key concepts are discovered, and themes are determined, under which these concepts are collected inductively. The coding process is performed based on the concepts extracted from the data. Then, the two destinations, the official sites, and the sites to which they link are analyzed on the basis of the themes and concepts, discussing their weaknesses and strengths, identifying gaps, and making improvement proposals.

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