ADAPTIBILITY OF TOURIST DESTINATION MANAGEMENT IN RELATION WITH CURRENT MARKET TRENDS

Abstract

The current competitiveness in the tourism industry requires a certain innovation in destination management in all phases of destination development. It primarily refers to the acceptance of the concept of sustainable tourism destination, and the creation of synergies between environmental, economic and social components, and insisting on the concept of carrying capacity, in terms of the total quantum of tourist consumers which destination can accept in the receptive sense, but also in terms of pressure on the utilities infrastructure. Particular attention should be paid that destination, based on the parameters of maximum carrying capacity, does not come to the stage of saturation, and afterwards in the stage of degeneration. Baring in mind the number and diversity of stakeholders on the tourist destination level, establishing of cooperation and partnership among them is a key success factor in any destination. This new style of business requires a team approach i.e. functional-cluster approach. Also, as a response to global tourism trends, tourist destinations strive to integrate and create spatial clusters, which will by merging the interested destination and tourist products enhance the competitiveness of the above mentioned. The cluster formation concept necessarily initiate the creation of new management organization at the level of the aforementioned forms of destination that leads to conceiving destination management organizations. There are also new trends in marketing management of a tourist destination, primarily in terms of appropriate use of information technology by creating the concept of e-destination, digitization of accommodation capacities but also with formation of logistics databases, in which all relevant information to potential investors are integrated at the destination.