Liburnija u reklami: prikaz turističkoga razvoja Liburnije kroz tri stoljeća
Liburnia in Advertising: a Depiction of Tourism Development in Liburnia Over Three Centuries

Summary/Abstract: The development of tourism in Liburnia, with Opatija as its tourist centre, dates back to the mid-19th century. Since then, several phases of tourism development in this region can be identified: from being a winter destination for prominent people from the Austro-Hungarian Monarchy, through emphasizing its spa and bathing qualities, and transformation into a music and entertainment centre, as well as a centre for health, spa, congress, and family tourism.The paper provides an overview of the advertising of Liburnia as a tourist destination in Croatian and Hungarian magazines and on websites during three periods of its development: its early stages at the end of the 19th and in the early 20th century, between the two World Wars, and in modern times. The focus is on the persuasive elements of Croatian and Hungarian advertising texts, specifically on the analysis of content that promotes the advantages of the destination and invites potential guests during each of the three mentioned periods.

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