Public perception of creative and cultural industries in Croatia

Abstract

This research investigates the public perception of creative and cultural industries in Croatia. Based on the survey data, it assesses how well Croatian citizens/consumers are familiar with creative and cultural industries and explores their usage of creative and cultural industry products and services. The consumers’ attitudes towards creative and cultural industries’ products and services are also compared. The research objective is to identify the determinants of public perception in the context of creative industries and the creative economy. Six main theoretical models of acceptance are tested to examine which model best fits the context of creative industries in Croatia. The findings are framed to facilitate policy decision-making so 20 recommendations for the future development of policies to encourage creative and cultural industries in Croatia are offered