'Push-Pull' Analysis Towards Creating Holistic Marketing of the Cultural Heritage Tourism Destination: The Case Study of Dubrovnik

Application of holistic destination marketing in the heritage destination enables self-sustenance of the cultural heritage and the sustainability of the destination in the long term. The third aim of marketing is to create the tourism offer which will satisfy the expectations of the visitors. The questions of expectations are connected to tourists’ psychological characteristics, primarily tourist motivation. The main aim of the research of the cultural tourist demand presented in this study is to identify the motives of the tourists’ choice to visit Dubrovnik in the postseason using “push-pull” analysis. The results show that the most important push factor is “education about culture, history, and the heritage of Dubrovnik” and the most important pull factor is the “City Walls”. The results of the research would be helpful for marketers to identify the target markets, to create innovative and high-quality cultural tourism products, and for better communication and understanding between all stakeholders.