THE SPIRIT OF THE PLACE – VISITOR STUDY ON DUBROVNIK

Understanding of the visitors experience of the visited destination and its cultural attractions is crucial for the destination/heritage marketing management, especially in the WHS in the context of over tourism. One of them is Dubrovnik which has to develop a different approach to enable more qualitative experience to their visitors as well as the quality of everyday lives for its residents, sustainability and protection of culture heritage and ultimately basic sustainability of destination. The local authorities have to confront the complexity of the situation in the main season and they have to solve the problem of the whole system of governing Dubrovnik and its heritage, not just to patch the problems ad hoc. The results of the empirical research of the experience of the visited cultural attractions/events, and Dubrovnik in the postseason 2015 show that visitors were delighted with Dubrovnik and its cultural attractions/events, the atmosphere, the uniqueness of the experience and ambience in Dubrovnik. In order to analyze more deeply the statements about the experience were sorted and considered from the four aspects of importance: ‘education/connection’, ‘spirit of the place’, ‘impression’, ‘satisfaction’ of the visits/place. The figure of the analysis of variance shows the same order of the groups according to the issue of importance but all in all there is no statistically relevant differences between these groups.