Tourism is currently one of the largest economical income generators for Croatia and especially for the city of Dubrovnik. Desired worldwide for its economic benefits tourism is going to double during the next 20 years. Considering mass tourism as the main definition for tourism in 21 century that cannot be neglected by current efforts to implement sustainable tourism, this paper draws attention to improved satisfaction that sustainable tourism can provide to locals and tourists operating in the city of Dubrovnik. The question of satisfaction level for stakeholders in tourism destinations is connected to the psychological characteristics and motivation of tourists to visit the location. The results of this research will be useful for the Tourism Board, Mayor's office, and business owners which can use given data to create and simulate offers based on customer perception of sustainable tourism. To maximize the quality of life in the city of Dubrovnik and the quality of offer provided to tourists visiting the city of Dubrovnik for mutual benefits.
Library of Congress Subject Headings
Tourism--Croatia--Dubrovnik; Sustainable tourism--Public opinion; Sustainable tourism--Psychological aspects; Sustainable tourism--Croatia--Dubrovnik--Marketing
Service Leadership and Innovation (MS)
Katusic, Niko, "The Importance of Shifting from Massive to Sustainable Tourism Model: The Case Study of the City of Dubrovnik" (2021). Thesis. Rochester Institute of Technology. Accessed from