DMO model as a step forward in the quality of the management of Istrian tourist destination

Abstract

The tourist sector is one of the fastest growing economic sectors in the world, but also the one where there is the greatest competition. In present times of globalization, liberalization and deregulation, tourist subjects are facing fearsome competition. That is the reason why the success of a destination depends on the overall level of services quality, which represents the function of a whole series of variables which are united under the same denominator of the destination management (DMO- Destination Management Organization). Due to the sensitive nature of tourist services, which encompass hundreds and even thousands of various partners and participants, IT technologies play a decisive role in the destination promotion, creation of new marketniches, creation of new relationships with clients and optimization ofbusiness procedures. In this article, it is proposed that the key role in the quoted process of management of qualitative structure and organization of the offer of the Istrian tourist destination be taken over by a new organizational body, which will, bymeans of IT technologies, coordinate the entire tourist offer at different levels ofresponsibility. The proposed highly professional organization should, by using modern information and communication technologies, facilitate partner relationships in both the private and public sectors, reaching a high level of business profitability, achieving higher quality of tourist services, as well as a new level of guest and local community satisfaction. Ultimately, the proposed model of tourist destination management will enable optimaluse of all available tourist resources.