engleski

Strategic Approach to Quality Management of the Cultural and Natural Heritage

The paper researches and compares the quality management systems (QMS) of the natural and cultural heritage sites in Clroatia, European Union (EU) and worldwide. This paper is a result of a theoretical study carried out as a follow up of a previous research on integrated quality management of tourist destinations, quality standards and quality measurement. There is a lack of sources on this subject, as well as on implementation of a culture of quality, which is generally attributed to the scarcity of economic resources. There is no unanimity in the perception of the need of quality management of the cultural heritage, which is even sometimes perceived as excessive additional burden. But since the cultural heritage sites are undoubtedly a tourist attraction and a valuable income source there should be awareness of the need for quality management and quality measurement. The research started with the following hypothesis: by implementing the Balanced Scorecard (BSC) the heritage sites could improve their QMS and empower the systematic monitoring of realisation of their strategic and operational goals. The practical implications of the presented strategic management model could help preventing the situation of endangering, altering, even destroying some valuable sites, such as Pula, Dubrovnik or Plitvice Lakes in Croatia or Murujuga in Western Australia, Taj Mahal in India, cultural sites in Syria, Iraq and many other.

quality management ; strategy ; heritage sites ; balanced scorecard

Zbornik se referira u bazama EconLit i CAB Abstract. Rad je nastao u okviru projekta "Organizacijski i pravni izazovi u suvremenom poduzetničkom okruženju; Organizational and legal challenges in current entrepreneurial environment"