TURIZMUS ÉS BALKÁN: EGY HORVÁT IMÁZSVIZSGÁLAT TANULSÁGAI

Abstract

Although it was always important, safety has gained more relevance in today’s tourist’s destination choice:
observing public security, terrorism or the possibility of potential fights before our travel. From marketing
aspect this also means that the image of a destination is more appreciated, the image we have in our minds
about a geographical unit. Croatia is traditionally known of its continuously record-breaking tourism and its
crystal clear sea but we can neither ignore the fact that it is a Balkan country being often theme of the media
two and a half decades ago with a civil war powered by national feelings. Decrease of its touristic indicators
that time proved the relationship of tourism and safety, thus the decrease of tourists’ willingness to travel during the time of fights. The fact that there was a civil war on this territory enhances the raison d’etre of
negative stereotypes connected to the Balkans – the question is how long are these present behind the
decisions of tourists and what determines whether tourists consider Croatia as a safe place. The research
shown in present study investigated the outside image of Croatia in Hungary, focusing on its accession to the
EU in 2013. Findings presented below, actually preceding the today seen increasing significance of safety
issue in choosing a destination, will show interesting relationship of safety, tourism and balkanness.