Headlining Dubrovnik's Tourism Image: Transitioning Representations/Narratives of War and Heritage Preservation 1991–2010

Abstract

Dubrovnik became a premier resort destination while part of the former-Republic of Yugoslavia. On the 1st of October 1991, the Balkans War began in Dubrovnik casting a negative image and abruptly halted the tourism industry. This study presents a longitudinal analysis of the interplay between media presentations and war. The purpose of this paper is to identify transitions in newspaper headlines and associated textual content representing contextual narratives of Dubrovnik's destination image. This work identifies periods of transition by locating changing representations of war and local preservation efforts in narratives and associated productions of Dubrovnik's tourism image over a 20 year period, 1991-2010. Headlines and content during the period of war display the unmaking of Dubrovnik's tourism image. After the siege of Dubrovnik, locals were quick to respond; however tourism did not recover immediately because of the continuation of war in the immediate region. The Dayton Peace Accord ended the war in neighboring Bosnia and Herzegovina and thus commenced the remaking of Dubrovnik's tourism image. Focuses on Dubrovnik by the mid-1990s began to show transitions, as newspaper content clearly divided then (the period of war) and now (post-war). In the final section, wars image has faded, but locals are concerned that overdevelopment, similar to war, will erode semblances of Dubrovnik's heritage.

Interpreting Media Content Post-Conflict: Communications of 'Travel' and 'Bosnia and Herzegovina' in U.S. Newspapers, 20 Years Post-Dayton

“…Newspaper content, when analysed longitudinally, communicates details of places in time, linked to associated events, conflicts or transitions (see Dittmer, 2010;Hennessey, Yun, MacDonald, & MacEachern, 2010;Wise & Mulec, 2012). Journalists report primary information, alongside personal (subjective) insight from site visits based on their encounters, observations or interviews.…”

“…Therefore, such texts (i.e. newspaper articles) represent important sources of information that create (or re-create) particular associations (Khododadi, 2013;Wise & Mulec, 2012, 2015, useful for interpreting place/destination brands. Discourse is about dispersion, and linking narratives and understanding across the content identified for the analysis.…”

“…Henderson, 2000;Vitic & Ringer, 2007;Volcic, Erjavec, & Peak, 2014;Winter, 2008;Wise, 2011;Wise & Mulec, 2012). While negative associations can limit a destination's development, this paper argues that media can create (new) place representations to establish positive affiliations moving beyond (previous) negative associations.…”

“…The notion of branding differs from image, because destination image is a situational condition that is important to assess when considering how a destination is perceived -and is important when considering communication, consumer demand and ability to attract visitors (Dwyer & Kim, 2003;Govers, 2011). Psychologically, brands and images are associations, framing associations with places, particular events or points in history (Bassols, 2016;Fakeye & Crompton, 1991;Frew, 2014;Kim & Perdue, 2011;Lai & Li, 2015;Morgan, Pritchard, & Pride, 2010;Wise & Mulec, 2012). Destination branding is tied to destination marketing and promotion, to inform the place/destination offer (Çakmak & Issac, 2012;Govers, Go, & Kumar, 2007;Khododadi, 2013;Kozak & Baloglu, 2011;Richards & Wilson, 2007).…”

“…Negative associations also burden a destination when the destination marketers and managers try to develop a brand that will define a place. The media contributes to shaping and creating representations of places (Dittmer, 2010;Wise, 2011); however, these representations can change over time altering how places are imagined and consumed by outside audiences (Wise & Mulec, 2012). There has been much research outlining conceptualisations of destination image (e.g.…”