engleski

EVOLUTION OF DESTINATION MARKETING ORGANIZATIONS: A case of Croatia

The system of destination marketing organizations (DMOs) in many countries are organized with the primary objective of effective promotion and attracting tourists to the destination. Network of tourism organizations usually consist of national tourist office, offices abroad and regional and local organizations. While those tourism organizations until just a few decades ago were focused almost exclusively on the promotional activities, today they must answer the more complex demands of tourists and therefore the number and complexity of their tasks has been changing. In addition, there is an increasing need to connect all tourism organizations within a destination in order to make implementation of development plans possible. Given this, variety of barriers concerning the legal, organizational, and other aspects often occurs. The authors in this paper first give a comparative overview of the organization of DMOs in Mediterranean countries and then analyze the tasks and scope of their operations, comparing their activities with contemporary trends in tourism demand. Those market demands have an impact on expanding the range of activities of tourism organizations all over the world and cause a constant need to adapt or even change the system itself. A case of Croatian system of national, regional and local DMOs is a good example that shows the evolution of all the activities of DMOs and the constant need for change in the context of long-term survival in the market.

tourism organizations; destination marketing organizations; tourism demand trends; Croatia

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