APPLYING THE CONCEPT OF DESTINATION MANAGEMENT ORGANIZATION IN CROATIA.

The current model of tourism organization in Croatia has many disadvantages such as organization by administrative division, weak coordination, unclear division of tasks and responsibilities what causes a need for a different way of organization and management, which is also assumed in the Croatian Tourism Strategy by 2020. This paper gives insight to importance of applying the concept of destination management and explains the reasons of need for more efficient and functional way of organizing tourism at all levels. This concept assumes reorganization of the existing tourist board model and their transformation into destination management organization (DMO) which requires different legal, administrative, strategic and organizational determinants. Every local board represents the area where tourism activities are taking place directly and their uniqueness requires special organization that will not be generalized. Destination management is a key aspect of sustainability and competitiveness. For these reasons DMO should, using strategic management skills, turn itself into leader and developer of the destination, and this is why this kind of organizational structure is the only precondition for optimum and efficient functioning. Further prerequisites are the understanding of lifelong learning as an essential process of business improvement and investing in cooperative and stimulating interpersonal relationships with highlighted wellbeing and career opportunities. The issue of tourism development and destination management should be a matter of continuous development. [ABSTRACT FROM AUTHOR]