engleski

Tourism Destination and DMO Transformation

Due to the extreme competition that characterizes the European tourism market, many countries are faced with the problem of the efficiency of destination management. Croatia, from its inception as an independent state 20 years ago, has been developing destination management based on a system of tourism organizations (DMO), from local through regional to national level. In recent years, this system was not able to follow the rapid changes in the tourism market and the increase of Croatian tourism and, therefore, it failed to successfully meet its business tasks of destination management. A research of public sector stakeholders identified a low level of destination management as one of the limiting factors of tourism development in Croatia. The aim of this paper is to discuss the weaknesses as well as advantages of the existing destination management system. It analyses possible ways to transform the system in order to preserve and strengthen the existing system to be able to meet all tasks of destination management in the competitive tourism marketplace.

destination management organizations (DMO), efficiency, tourism destination, Croatia

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