Overtourism in Dubrovnik and Insight into Customer Perspective

Abstract

The tourism industry has contributed significantly to economic growth, employment, and cultural preservation. However, it has also posed substantial challenges when mismanaged, particularly through the phenomenon of overtourism. The purpose of this study was to investigate the root causes and consequences of overtourism in Dubrovnik, Croatia, and to analyse how this phenomenon affects the city’s infrastructure, local communities, and tourism experience. A qualitative document analysis was conducted, focusing on customer reviews from platforms such as Skytrax and TripAdvisor. Key tourism infrastructure elements, including Dubrovnik Airport and the Dubrovnik Cable Car, were examined to evaluate service quality, customer satisfaction, and the strain caused by high tourist volumes. The study revealed that overtourism in Dubrovnik has resulted in overcrowding, environmental degradation, increased living costs, declining quality of life for residents, and deteriorating tourist experiences. The findings suggested that factors such as destination branding, film-induced tourism, social media influence, and affordable travel options have significantly contributed to the city’s tourism boom. It was concluded that without effective planning and sustainable management strategies, overtourism could continue to erode Dubrovnik’s cultural heritage and tourism appeal.