Television-Induced Tourism: Evidence from Croatia

Autor: Ivan Kozic, Tomislav Globan, Craig A. Depken
Rok vydání: 2020
Předmět:
Zdroj: Atlantic Economic Journal. 48:253-262
ISSN: 1573-9678
0197-4254
DOI: 10.1007/s11293-020-09673-3
Popis: This paper analyzes the extent to which the filming of the popular television show Game of Thrones affected tourism in the Croatian city of Dubrovnik. Using monthly data and applying difference-in-differences, we show that the impact of airing Game of Thrones episodes filmed in Dubrovnik corresponded to approximately 5, 000 additional tourism overnights per month, or approximately 59, 000 per year. We extend existing results to show that the additional overnights mainly occur during the tourism off- season when transportation and lodging prices are ostensibly lower, consistent with anecdotal evidence. Results obtained provide another example that the filming of a television show can increase the attractiveness of an already well-established and globally-known destination. The results are especially useful for tourism industries in countries with highly seasonal tourism activities, like Croatia, that usually depend on beneficial climatic conditions, which are highly unpredictable and volatile. Filming of popular television shows and increased tourism may provide an additional revenue for local economies and help smooth seasonal and yearly volatility of local income.
Databáze: OpenAIRE
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