engleski

Managing tourism destination marketing: the approach to virtual logistic network concept

Purpose – In order to meet the modern tourism demand, which tends to an integrated tourism product, companies in the firld of tourism industry and outside the field should cooperate. Aimed at the best possible integration of the tourism product, the application of logistic principles which optimally organize all flows in a tourism destination is of uttermost importance. The purpose of this paper is to examine the logistic concept of a tourism destination, focusing on the concept of a tourism destination as a virtual organization in whose focus is the cooperation and coordinated action provided by the holders of managing tourism destination marketing – Destination Management Organizations (DMOs). Methodology – The paper critically analyzes the recent scientific literature and determines the views of the authors related to the new trends in tourism destination management as well as the coordination of all stakeholders in the network as a prerequisite for the development and implementation of the competitiveness strategies in terms of tourism destinations as integral products. Due to the organizational structure of a tourism destination based on destination management organizations (and Destination Management Companies – DMCs) that are through the logistic network connected with companies that produce and market the tourism services (Mrnjavac 2010, 214), in this paper a conceptual model of a tourism destination as a virtual organization will be proposed. Findings – Through the proposed model, the authors will try to explore the potentiality of organizational forms of the cooperation by the holders of managing tourism destination marketing aimed at optimizing all flows in the area. A network access tailored to tourism destinations is presented. Contribution – The conceptual model of a virtual organization based on the logistic approach is crucial to the development strategy of tourism destinations based on knowledge, since an integral understanding of destinations as a collaborative network of various stakeholders allows the optimization of the flow of goods, people, information and energy, and also reduced time necessary to perform tasks, costs and business risk. The paper advises and gives causes for concrete proposals of network partnerships and the organization of DMO at the national, regional and local level.

logistic networks ; virtual organization ; managing tourism destination marketing ; destination management organizations (DMOs)

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