Naslov
Stakeholder Engagement as Prerequisite and Crutial Factors for Strategy Development: Experience from a Local Tourist Destination

Autori
Golja, Tea ; Paulišić, Morena

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), ostalo

Izvornik
Proceedings of International Business and Social Sciences Research Conference / Mr. Md. Mahbubul Hoque Bhuiyan - Melbourne : World Business Institute, 2013

ISBN
978-1-922069-38-2

Skup
International Business and Social Sciences Research Conference

Mjesto i datum
Cancún, Meksiko, 17.12.2013. - 18.12.2013

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
destination management; stakeholders; strategy development

Sažetak
The essence of strategy development is making wise choices about where and how to compete. Creating destination strategy in today’s environment of complexity, ever-changing priorities, and conflicting agendas of stakeholders is a daunting task. From public perspective, destination management should develop collective strategic foresight, what isn’t easy. Why? In destination management the strategy development is even more complex, because key outputs of strategy development must include: opportunity developing for all stakeholders ; optimised strategy to meet demands of stakeholders ; even more outcomes will be achieved by working through stakeholders. The paper will trace the evolution of strategic planning in destination management ; outline examples of good proactive practice and suggest a model of stakeholders’ engagement. Primarily because stakeholder engagement is way to successfully manage destination built on trust, supportive initiatives and strategy acceptance. Destination strategy development is searching for the “balance”, memorable, inspiring and challenging vision for all. Is that possible? The aim of the paper is to understand the usefulness of stakeholders’ engagement, but in same time the analysis demonstrates how multifaceted and complex the implementation of this approach really is. This pressure is understandable in today’s always-on, fast-changing environment and more complex environment but it can be hazardous to destination success. Main problem in local destination is that often destination management organisation (DMO) and stakeholders misunderstanding expectations from the outset. The empirical research presented in this paper is based on a research made in 2012. Methodology: primary qualitative and quantitative data as well as secondary data were analyzed. Primary quantitative research was performed using online questionnaire, and workshops for main stakeholders identified in destination. This paper draws an experience of strategy development in Croatian local tourist destination. In practice problems identified in strategy development were analysed especially connected with stakeholders’ engagement. As a result particular stakeholders’ engagement model is suggested.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA