The paper investigates the main image determinants of World Heritage Site (WHS) among different types of travellers. The main purpose is to define the main features of different types of travellers (tourists and cruise ship visitors) and to determine the attributes that create their particularly perceived image of WHS. In order to gain the main aims, empirical research, based on questionnaire on randomly–chosen travellers visiting WHS, was carried. The sample consisted of 547 tourists and 472 cruise ship visitors who visited WHS - Old city of Dubrovnik (OCD) in the period April 1st – October 1st 2016. Research spatial framework consists of multiple-use protected area with buffer zone. Explorative factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modelling (SEM) were applied. The results show that there are differences between image formation among different types of travellers regarding cognitive and affective image elements. The obtained results can be used as a base model for investigating the influence of the information sources, socio-demographics and motivation on mediating ones (cognitive and affective evaluation), and finally on the dependent variable of the overall image of the WHS perceived by different traveller categories.

Purpose -The main purpose of this paper is to research local residents' attitudes living in rural areas towards tourism development regarding economic, socio-cultural and environmental tourism impacts and to analyse possible relationships between residents' attitudes related to tourism impacts and their socio-demographic characteristics. Methodology -The research was made in a period from June 2017 to October 2017 on a stratified sample of 593 residents in rural areas around Dubrovnik. For data analysis MANOVA was used for examining the relationship between respondents' characteristics and attitudes towards tourism impacts. Further analysis included t-tests and ANOVA for individual statements. Findings -The findings indicate the differences in residents' attitudes towards tourism impacts regarding age, education, employment status, personal monthly income and job relation to tourism. Contribution -This study can serve as a baseline study to be replicated in a future, to monitor rural local residents' attitudes change as the number of tourists 'arrivals increase in the years to come; in connecting rural local residents attitudes with their socio-demographic characteristics to define different segments of rural residents in order to include them into tourism development policy; and for public policy makers of rural areas to be aware of the attitudes of local residents.