Domestic Perceptions of Internatonal Tourism in Croatia: A Survey Analysis

This paper examines public perceptions of Croatia’s tourism industry in 2013, as the country begins full membership in the European Union. Because of the magnitude and importance of international tourism in Croatia, it is imperative to better understand the economic, social, and environmental impacts of foreign visitors from the point of view of local residents. Croatian respondents are acutely aware of tourists and accurately identify the three largest groups as Germans, Italians, and Slovenes. Croatian hosts associate distinct behavioral stereotypes with each nationality. Germans, followed by Austrians, are believed to spend approximately 50% more than other nationalities, and are likewise thought to have the most positive cultural impact on Croatia. In spite of the negative environmental impacts often associated with tourism, few specific groups are stereotyped for vandalism, littering, and noisy or other unruly behavior. Our findings validate the emphasis placed by government planners upon tourism, and offer suggestions on how to improve Croatia’s tourism destinations and infrastructure.