DESTINATION MANAGEMENT ORGANISATION IN FUNCTION OF ENABLING AN INTEGRATED DESTINATION MODEL

Croatian tourism is characterised by an exceptional international orientation, resulting in the fact that major disorders in the emissive European countries' economies are inevitably reflected also on tourism in the Croatian destinations. By enriching tourist contents, competitiveness is stimulated and the economic and financial effects of the subjects involved in the provision of tourist choices of a specific tourist destination are stimulated. As creation of tourist offers consists of many partial participants who offer their own tourist products, it is rational to coordinate the efforts of all partial participants in order to create an integral tourist product. An efficient destination management can have considerable influence on achievement of the sustainable development and on improvement of economic and social conditions for the community, from which emanates a further question: how to successfully activate destination management in Croatian destinations? Article defines and analyses importance of (integrated) quality for development and competitiveness of a destination, starting from global proportions to local dimension of Croatian destinations. The research is conducted to confirm the basic hypothesis which results in defining needed development guideline by most recognized tourist experts. The authors pose basic hypothesis with implication there is no quality management system or planned development in Croatian destinations which prevents possibilities of sustainable (competitiveness) development. Furthermore, the following issues are considered: destination management; systems organisation; relationships, destination's aims and objectives; destination lifespan cycle; adjustments to the European Union, etc. Quoted issues must serve the purpose of adjustment of Croatian destinations to the tourist trends of Europe.