Game of Thrones and Destination Authenticity: A Comparative Analysis of DMO Social Media Practices

Instagram is a key visual social media platform that enables tourism organisations to showcase destinations. Understanding how destination image is constructed on social media and how the destination’s identity and authenticity are promoted is crucial for effective destination marketing strategies. However, promotional practices might vary among tourism organisations, i.e. local, regional, and national, potentially creating different identities and authenticity. With Dubrovnik gaining worldwide attention through the popular TV series Game of Thrones, the study examines the strategies employed by national and local tourism organisations in the city’s social media promotion. Using a summative approach, we conducted a content analysis of 1,034 photographs posted between 2016 and 2020 on the official Instagram profiles of national and local tourism organisations. Findings reveal that Dubrovnik’s relationship with Game of Thrones is highly leveraged at the national level, constructing a fabricated sense of authenticity. However, the social media communication by the local tourism organisation emphasises heritage and nature, thereby safeguarding its authenticity. This discrepancy underscores distinct communication strategies and highlights the importance of understanding these differences for effective destination marketing.