engleski

SPECIALISED KNOWLEDGE MANAGEMENT IN GLOBAL TOURISM

The research subject in this paper is the compatibility between the profession/knowledge in tourism and the needs of special interest tourism (sustainable cultural tourism). Given the 1.23 billion tourists in international tourism (in 2016), a necessity imposes to analyse adaptation of knowledge and skills to the needs of modern tourism. WTTC (World Travel and Tourism Council, 2014) stresses the need for the harmonisation of the challenges of tourism development with the quality, adaptation and diversification of the workforce which is prevented due to the "holes" in skills and to difficulties in staff recruitment (absence of "professional" roles, "soft" knowledge, as well as the perception of the industry). The main hypothesis of this paper is the relationship between the specialisation of personnel and risk management (seasonality, staff retention, offer uniformity). Changes in the existing educational patterns (adapted mainly for the needs of mass tourism) can generate positive externalities in tourism, especially of those destinations which have the problem of a high seasonal load. The aim of the research is to synthesise stakeholders' essential activities (micro/macro levels) in the form of recommendations, for the purpose of improvement of knowledge and skills in tourism (smart specialisations), encouraging innovations in professions, interaction of science and practice, as well as partnership in tourism. Through developmental modalities (creative and cultural industries), cultural tourism can create new values in the tourism production chain of destinations, raising added value for visitors and contributing to the repositioning of destinations in global tourism. The research result is the proposal of a balance model (education and tourism needs) and identification of the effects of education on the tripartite stakeholder level (tourists, local population, other stakeholders), in accordance with the requests of the "new" tourism.

Tourism, cultural tourism, education, smart specialisations, strategies, stakeholders.

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