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

Publication Date


Document Type


Student Type


Degree Name

Service Leadership and Innovation (MS)


Phillippa Thiuri

Advisor/Committee Member

William Dresnack

Advisor/Committee Member

Jennifer Matic


RIT Croatia

Plan Codes