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The city of Dubrovnik, particularly its historical core protected by UNESCOand the space in its immediate vicinity, has been exposed to an excessively growingtourist demand for more than a decade. This is especially true in the case of one-daytransit visitors originating either from cruise ships or from organized tourist groups.As a consequence, the historic city centre is experiencing growing tourist congestion.This is accompanied by a constant decrease in the quality and structure of food andbeverage and other tourism related services, which are adapting themselves increasinglyto a less demanding transient tourism demand. The above developments notonly severely undermine the local population’s quality of life, but also have importantimplications for the long-term image of Dubrovnik on the tourism destinations market.Following a critical examination of Dubrovnik’s prevailing tourism development policyand its viability, not only from its socio-economic perspective, but in the contextof its long-term impact on the city’s market prosperity as well, this paper, based onqualitative research insight, proposes changes in the City’s unique selling propositionin order to decrease the problem of tourist congestion and sustain Dubrovnik’s competitivenesson the tourism destination market in the years to come.Grad Dubrovnik, osobito njegova povijesna jezgra pod zaštitom UNESCO-a, kao i prostor unjegovoj neposrednoj blizini izloženi su prekomjernoj turističkoj potražnji već dulje od desetljeća.To posebno vrijedi za tzv. tranzitne turiste, koji grad posjećuju s kruzera ili u okviruorganiziranih turističkih grupa. Slijedom toga povijesna je jezgra sve zakrčenija turistima. Toje praćeno opadanjem kvalitete ponude hrane i pića kao i ostalih usluga jer se svi prilagođujutakvom, manje zahtjevnom tranzitnom turizmu. Sve navedeno ne samo da ozbiljno ugrožavakvalitetu života stanovnika grada već ima i važne implikacije za dugoročni imidž Dubrovnikakao turističke destinacije na svjetskom tržištu. Nakon kritičkog ispitivanja trenutne politikerazvoja turizma i njezine održivosti, kako u socioekonomskom kontekstu tako i u kontekstudugoročnog utjecaja na tržišno pozicioniranje grada, na temelju nalaza provedenog kvalitativnogistraživanja u radu se predlažu promjene u jedinstvenoj prodajnoj ponudi Grada. Oneimaju za cilj smanjiti problem zakrčenosti turistima i održati konkurentnost Dubrovnika natržištu turističkih destinacija u godinama koje dolaze

Image Redesign as a Tool for Safeguarding a Destination’s Market Prosperity: The Case of Dubrovnik