Destination management : consensus for competitiveness

Abstract

Destination management plays a crucial role in marketing, proper organization of tourist visits and fulfilment and exceeding of the visitors' expectations. Understanding the concept and models of destination management and applying those may eventually define the competitiveness of the destination. The understanding of the role of the Destination management organisations (DMOs) have shifted and expanded from exclusively marketing activities to the other fields. Most of the definitions related to destination management describe it as the process that includes decisions taken on different levels which ensure commercialisation of the incoming tourism. The flow shall be managed properly, in agreement with local service providers and residents (which are often excluded) and it shall be focused on satisfying the expectations of the tourists. Destination management allows destination to be managed and marketed also by providing platform for public-private partnerships. Destination management on any level (either performed by NTO, regional or local DMO) needs to be based on consensus building among the stakeholders and strategic planning and management of destination in its totality, providing enough flexibility for adaptation to the changes in the environment. DM addresses marketing of the destination, delivery of superb services to tourist, but also ensures favourable conditions for development of products and tourism. The intention of this paper is to stress the importance of the destination management in the contemporary tourism and to emphasise the added value creation process. Beside the concept and models, the paper will explore and possibly give concrete proposals for the overall destination management of the specific location in Bosnia and Herzegovina.