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The role of management as a strategic tourism guideline – Case of Croatia

Based on the analysis of the Croatian tourism potential and the inquiry into basic world tourism trends, Croatian Ministry of Tourism has carried out the basic strengths, weaknesses, opportunities and threats (SWOT) analyses of Croatian tourism. Proceeding from those analyses, this paper stresses the role and importance of management in Croatian tourism, as well as its need for strategic approach. Primarily, management should define strategy, vision, mission and objectives of Croatian tourism as well as actual and future potentials of Croatian tourism from the position of global tourism. Accordingly, there are many opportunities where management can improve and enhance knowledge of tourism organization through systematic approach and development of strategic competitive advantages. Ripening of modern tourism features such as strategic purpose, professionalism, efficiency, innovation, creativity, and sustainable development will eventually lead to a new, original, enriched and overall Croatian tourist product. This paper presents a 3M model in tourism, which implies ‘Mission, Management and Measurement’ quality of product and services in tourism. Only the synchronized response of management and tourism to global market will ensure the maintenance of competitiveness and efficiency of the Croatian tourism.

Tourism ; Strategic management ; SWOT analyses ; Enriched tourist product ; Croatia

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