I am going to write the background of a study case, but do not know how to put it together?

= What it is about: Dubrovnik tourism and that the tourist has doubled since the tv show game of therones, causing overcrowding issues.

What I have:

How it will be analyse and why ?

using Swot analysis and Pestel analysis (without writting explaining to much about it)

report of number of tourism : https://www.statista.com/statistics/886613/dubrovnik-tourist-arrivals/

What are the main presenting issues?

• The main issue is that it's at risk of losing its status as World Heritage Site.
• Overcrowding
• Too many tourists at the same time, no regulation, not sustainable.
• Wrong marketing strategy
• Not cultural sustainable
• Terms learned in other class (commoditization) & (staged authenticity tourism)
• Insert formula or a correct way to a Global Marketing view or standpoint.
• If there is higher demand, take a higher price. And if there is a few visitors that have managed to be a part of the low amount tourism allowed, rise the prices and make them spend the money as well. Aka branding the tourism with a higher markup.
• Rebranding

Why have these arisen?

• Game of Thrones
• High demand branding
• Tourism
• Influx of money / cash
• No research of the topic
• Lack of knowledge on what to do with all the attention surrounding dubrovnik.
• Didn't hire professional marketing firm
• The initial strategy was not fitting, and they used the wrong strategy, didn't make it as a high cost venue, exclusive
• Pricing

What would happen if nothing were done?

• The overall interest in the location would die out over time, the influx of capital would be significantly reduced.
• Loss of the heritage status
• The influx of tourism would overflow and ruin the culture, branding.
• The general demand would decline reasoning the brand damage

What hard evidence is there that the situation needs action?

• The overall tourism has doubled over the 11 years. Recorded data from the Exhibit 1: Tourist arrivals in accommodations in croatia, 2006-2017
• The local population would have the most accurate ideal of the issue. (research this)
• The mass increase of garbage and the increase of traffic
• Environment changes from incoming traffic such as cruise ships.
• The overall damage from overtrafics

Loss of culture because of a Game of throne branding