EVENTS IN URBAN TOURISM – THE CASE OF ADVENT IN ZAGREB, CROATIA

Abstract

Research results provide an insight into the profile, motivation and activities of visitors of mid-size cities in Central Europe, using Advent in Zagreb, Croatia, as a case study. It is based on a questionnaire survey conducted on a sample of visitors of the event. The event that spread tremendously from 3 to 30 locations in the period 2010-2019, attracts mainly younger visitors with higher educational background, mostly from Croatia, Europe and East Asia, with a complex motivation. Two main groups of visitors are distinguished based on their travel distance, length of stay and motivation.