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Game of Thrones and Destination Authenticity : a Comparative Analysis of DMO Social Media Practices
Hava Hodžić, Tina Šegota, Marjetka Rangus, 2026, original scientific article

Abstract: Instagram is a key visual social media platform that enables tourism organisations to showcase destinations. Understanding how destination image is constructed on social media and how the destination’s identity and authenticity are promoted is crucial for effective destination marketing strategies. However, promotional practices might vary among tourism organisations, i.e. local, regional, and national, potentially creating different identities and authenticity. With Dubrovnik gaining worldwide attention through the popular TV series Game of Thrones, the study examines the strategies employed by national and local tourism organisations in the city’s social media promotion. Using a summative approach, we conducted a content analysis of 1,034 photographs posted between 2016 and 2020 on the official Instagram profiles of national and local tourism organisations. Findings reveal that Dubrovnik’s relationship with Game of Thrones is highly leveraged at the national level, constructing a fabricated sense of authenticity. However, the social media communication by the local tourism organisation emphasises heritage and nature, thereby safeguarding its authenticity. This discrepancy underscores distinct communication strategies and highlights the importance of understanding these differences for effective destination marketing.
Keywords: film tourism, social media, destination image, authenticity, Game of Thrones
Published in RUP: 21.07.2026; Views: 139; Downloads: 7
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Perceived threat of COVID-19 and future travel avoidance : results from an early convenient sample in Slovenia
Maja Turnšek, Boštjan Brumen, Marjetka Rangus, Mitja Gorenak, Janez Mekinc, Tanja Lešnik Štuhec, 2020, original scientific article

Abstract: The present study provides a snapshot of Slovenian tourists' perceptions in a historically unique point of time - the early days of the covid-19-related lockdown. Based on an online survey performed in March and April 2020 the study provides first insights into Slovenian tourists% perceived threats of covid-19 on two dimensions: severity and susceptibility; how this depends on their demography and past travel experience and what, in this specific point in time, they think about future travel avoidance. The results have shown that age affects the two measured dimensions of perceived threat and future travel avoidance, but only with women. Furthermore, people who have travelled the most in the past express the least likelihood of avoidance to travel due to the covid -19 pandemic. Those who are more educated, on the other hand, perceive higher risk, yet education has no role in their expressed future travel avoidance. The results, moreover, show that the moral obligation towards taking care of others might be a highly important element in the success factor of covid-19 measures and thus future appeals by the tourism industry. Finally, the results show that we cannot easily predict how the general population will behave regarding their future travel avoidance since the opinions are not polarised in the extremes. This does indicate, however, that tourists will be susceptible to the context-specific factors of future travel decisions, such as assurances of health safety provided by the tourism industry.
Keywords: COVID-19, tourism, health threat perception, future travel avoidance, fear appeals
Published in RUP: 14.12.2020; Views: 3638; Downloads: 68
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