1. Game of Thrones and Destination Authenticity : a Comparative Analysis of DMO Social Media PracticesHava Hodžić, Tina Šegota, Marjetka Rangus, 2026, izvirni znanstveni članek Opis: 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.
Ključne besede: film tourism, social media, destination image, authenticity, Game of Thrones
Objavljeno v RUP: 21.07.2026; Ogledov: 122; Prenosov: 7
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2. Weaving the threads of authenticity : cultural tourism and handcrafted heritage in ZlatiborTadeja Jere Jakulin, 2026, samostojni znanstveni sestavek ali poglavje v monografski publikaciji Opis: Zlatibor, a mountain range in southwestern Serbia, is not just a summer and winter resort or a climatic spa. It’s a nature park transformed into a tourist destination of two extremes. New, high-rise apartment buildings that symbolise modernity obstruct the view of the town of Zlatibor. However, the central part of this urban settlement intertwines with authenticity through local food, handicrafts, taverns, music, herbalism, and homemade food and drinks. The chapter aims to provide a nuanced understanding of the multifaceted dimensions of cultural tourism in Zlatibor through a comprehensive exploration of these interconnected aspects. It underlines the role of cultural tourism in preserving and promoting the region’s handcrafted traditions, tourist experiences, and the creation of meaningful, authentic handwoven products. It builds systems measures in the form of a causal loop diagram, which serves as a model of actual stakeholders in Zlatibor, who influence the development of cultural tourism, its interdependencies and most of all, understanding between local artisans and tourists, building a bridge between the past and the present to reach the optimal cultural tourism development on a base of cultural heritage of this tourism area. The created CLD (causal loop model) serves as a presentation of systems methodology as an optimal methodology for creating strategies in tourism.
Ključne besede: cultural tourism, handicraft, authenticity, Zlatibor, systems approach, hand weaving
Objavljeno v RUP: 29.06.2026; Ogledov: 257; Prenosov: 10
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3. Sacred or sold? : A systems approach to balancing spirituality and commercialisation in faith-based tourismTadeja Jere Jakulin, Dane Munro, 2026, izvirni znanstveni članek Opis: This paper examines the complexity of pilgrimage tourism, with its interdependencies among sacredness, spirituality, and commercialisation at faith-based tourism destinations. We use a Systems Approach to move beyond linear thinking that positions spirituality and commerce as inherently oppositional forces, arguing that pilgrimage destinations function as complex adaptive systems in which spiritual, commercial, and educational objectives interact dynamically. We build Causal Loop Diagrams (CLDs) formed from autoethnographic observation and stakeholder discussions. We present and compare four pilgrimage sites: Lourdes (France), Brezje (Slovenia), Malta, and Istanbul’s Hagia Sophia (Türkiye). The CLD models reveal the dynamics of the pilgrimage sites, the interdependencies, and the interactions among stakeholders (elements of the system). The systems approach demonstrates that successful destinations manage pilgrimage sites as integrated systems in which activities complement and constrain one another through feedback loops. Using a Systems Methodology, the article develops the dynamics of pilgrimage environments and presents a new typology of four pilgrimage (sacred) and commercial (secular) destinations. By advancing knowledge and education, the spiritual-commercial role of the sacred- secular destinations in question offers a different, comprehensive approach to their management.
Ključne besede: religious tourism, commercialization of pilgrimage, spiritual authenticity, systemic dynamics, management of sacred sites, heritage education
Objavljeno v RUP: 06.05.2026; Ogledov: 482; Prenosov: 16
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