CREATING SHARED VALUE: OPPORTUNITY FOR DESTINATION MANAGEMENT IN THE CZECH REPUBLIC?

The main goal of this paper is to introduce the innovative concept of Creating Shared Value by M. E. Porter and M. R. Kramer, to describe discrepancies in adopting of destination management to destinations in the Czech Republic and to suggest possible way of use of the CSV concept in tourism sector. The CSV concept considers business and society as closely related to each other and lies on business strategies that enhance the competitiveness of companies, while at the same time advancing the economic and social conditions of the society they operate in. The current theoretical and practical discourse of tourism in the Czech Republic is still focused on the area of economic benefits and positives that tourism generates, but there is missing wide discussion about the threats and negative consequences, externalities of tourism. Some Czech authors of destination management theory resign from natural control/regulation function of management that could cause unsustainability of development of tourism in the Czech Republic. The setting of destination management activities in a destination may resign on sustainable principles within designed destination strategy, so the tourism company with implemented CSV concept could prevent this risk of environmental or social harms. The CSV concept could be the opportunity to reduce or eliminate threats and externalities caused by tourism activities. Therefore, the development of tourism could be much more sustainable.