INTEGRATED QUALITY MANAGEMENT MODEL ON THE EXAMPLE OF DESTINATION SPLIT

Integrated Quality Management (IQM) is argumentative and efficient method proposed by the European Commission to reach and maintain tourist products and services quality in destinations. The paper presents IQM possibilities and phases in Split where tourism could base on events and contents quality and diversity, gastronomic and catering offer or destination cleanliness and ecological acceptability. Split should accept proved quality improvement method and adopt European IQM model. Benchmarking Split with Stockholm, IQM method implementation is suggested for Split to keep its comparative advantages and enable long-term market competitiveness. Adopting IQM method completes value chain of Split tourism, depending on cooperation of all included in tourist activity: local and state authorities, tourism entrepreneurs, local population. Establishing institutional leader as destination management organisation, Split provides cooperation and partnership. Three development scenarios for Split were compared and repositioning suggested on all levels by stressing quality aspect.