Tourism, as an economic activity is incorporated in various elements of the culture of receptive destinations, but also in elements of cultural traditions of emitting regions. One part of the approach to observing tourism as a social process lies in the human need for rest, and for establishing emotional balance, which is damaged through repetitive everyday life of neoliberal society and economy, in particular. This kind of approach has created certain stereotypes, where a tourist “must feel good” in the architecture of Dubrovnik, which is larger than life. However, researches have shown that modern tourism, with shortened stay, rushing from one destination to another, does not, in reality, bring the feeling of happiness. There are far more negative emotions being projected, which are questioning if the tourism as business activity is relaxing at all.