Marko Koščak, Tony O’Rourke, Dinko Bilić: RE-EVALUATING A STRATEGIC MODEL FOR TOURISM DESTINATIONS - PRACTICAL IMPLEMENTATION OF THEORIES AND CONCEPTS 38 Informatol. 50, 2017., 1-2, 38-49 INFO -2167 UDK: 338.48:338.486 Primljeno/received: 2016-10-15 Original Scientific Paper/ Orginalni znanstveni rad RE-EVALUATING A STRATEGIC MODEL FOR TOURISM DESTINATIONS - PRACTICAL IMPLEMENTATION OF THEORIES AND CONCEPTS RE-EVALUACIJA STRATEŠKOG MODELA TURISTIČKE DESTINACIJE – PRAKTIČKA IMPLEMENTACIJA TEORIJE I KONCEPTA Marko Koščak1, Tony O’Rourke2, Dinko Bilić3 Faculty of Tourism, University of Maribor, Maribor, Slovenia1; Institute of Banking and Finance, London, United Kingdom2; Croa- tian Communication Association3 Fakultet za turizam, Sveučilište u Mariboru, Maribor, Slovenij1; Institut za financije, London, Velika Britanija2; Hrvatsko komu- nikološko društvo3 Abstract Sažetak In this paper we seek to identify what we see as a U svom radu nastojimo identificirati ono što dysfunctional barrier in the development of smatramo disfunkcionalnim barijerama u razvoju environmentally and economically sustainable ekološki i ekonomski održivog turizma na lo- tourism at a local level. Changing shifts in kalnoj razini. Pomaci na turističkom tržištu doveli tourism markets have led to the greater su do inicijative, da se veća važnost pridaje onim importance of sustainable tourism initiatives, kretanjima koja po svojoj prirodi imaju tendenciju which by their very nature will tend to have a ka lokalnoj orijentaciji, za razliku od nacionalno locally oriented concept, as opposed to a national ili međunarodno usmjerenog koncepta. U našem or international concept. Our research used four smo istraživanju komparativno upotrijebili četiri comparative case-studies to consider the potential studije slučaja u kojima je izražena prednost lo- advantage of locally focused bottom-up tourism kalno usmjerenih turističkih modela prema models based on coalitions of key local actors metodi „odozdo prema gore“, odnosno participa- over top-down models based on national or tivnog planiranja, u čijem je temelju koalicija international structures. ključnih lokalnih aktera posloženih obrnuto od modela „odozgo prema dolje“ utemeljenom na nacionalnim ili međunarodnim strukturama. 1. Introductory comments from tourism clients. This may therefore be an 1.1 Objective opportune moment in time to seek to re-evaluate the strategic model for those tourism destinations In this paper we are seeking to identify what we see that are based on the development of locally- as a number of dysfunctional barriers in the focused and environmentally sustainable cultural development of environmentally and economically and heritage tourism. sustainable tourism at a local level. Changing shifts In re-evaluating that model we have identified two in tourism markets have led to the greater important features: importance of sustainable tourism initiatives, Finding focus - the need to focus on the necessity which tend to have a locally oriented concept, as for tourism destinations to operate on the basis of opposed to a national or international concept. The the bottom-up model, where the target concept is challenge of resourcing and managing these related to: destinations has been intensified by a • growing tourism actions and activity from a contemporary economic climate with both capital local level shortages as well as greater demands for value ISSN 1330-0067 Coden: IORME7 Marko Koščak, Tony O’Rourke, Dinko Bilić: RE-EVALUATING A STRATEGIC MODEL FOR TOURISM DESTINATIONS - Marko Koščak, Tony O’Rourke, Dinko Bilić: RE-EVALUATING A STRATEGIC MODEL FOR TOURISM DESTINATIONS - PRACTICAL IMPLEMENTATION OF THEORIES AND CONCEPTS PRACTICAL IMPLEMENTATION OF THEORIES AND CONCEPTS Informatol. 50, 2017., 1-2, 38-49 Informatol. 50, 2017., 1-2, 38-49 39 INFO -2167 UDK: 338.48:338.486 • thereafter engaging upwards into 1.2 Methodology used Primljeno/received: 2016-10-15 Original Scientific Paper/ Orginalni znanstveni rad regional/national/international levels In the paper we used a so-called two-level RE-EVALUATING A STRATEGIC MODEL FOR TOURISM DESTINATIONS Addressing failures - the need to address: approach. First we used conceptual desk research • lack of professionalism and expertise at local on local level sustainable & heritage tourism in the - PRACTICAL IMPLEMENTATION OF THEORIES AND CONCEPTS levels context of the above-mentioned success and failure • lack of understanding of private sector for the factors. In addition we also performed a detailed RE-EVALUACIJA STRATEŠKOG MODELA TURISTIČKE DESTINACIJE – need to contribute towards destination literature search on destination management and management, both in non-financial and developmental issues in the relation to the heritage PRAKTIČKA IMPLEMENTACIJA TEORIJE I KONCEPTA financial way tourism products and its worldwide trends. • lack of satisfactory human capacity to address Theoretical and operational frameworks gained Marko Koščak1, Tony O’Rourke2, Dinko Bilić3 the issues and resolve them in a strategic and from literature and practical experience of both Faculty of Tourism, University of Maribor, Maribor, Slovenia1; Institute of Banking and Finance, London, United Kingdom2; Croa- sustainable manner on the local and even authors’ work in the last 25 years was then studied tian Communication Association3 regional level sometimes and checked with the use of three selected case Fakultet za turizam, Sveučilište u Mariboru, Maribor, Slovenij1; Institut za financije, London, Velika Britanija2; Hrvatsko komu- studies in Slovenia and Scotland. Each Case study nikološko društvo3 We are suggesting that the building of strong present its own model and experience on coalitions of local actors as well as dynamic development of heritage tourism and its multi- Abstract Sažetak connectivity with key individuals/institutions on a stakeholder management in the context of In this paper we seek to identify what we see as a U svom radu nastojimo identificirati ono što regional/national level will not only meet the focus particular destination where product was located. dysfunctional barrier in the development of smatramo disfunkcionalnim barijerama u razvoju on the bottom-up methodology but will Detailed analysis and field research interviews environmentally and economically sustainable ekološki i ekonomski održivog turizma na lo- satisfactorily address the problematic failures. We were performed in each of the selected case studies tourism at a local level. Changing shifts in kalnoj razini. Pomaci na turističkom tržištu doveli suggest that many of the problematic failures are in to collect and elaborate information and data on tourism markets have led to the greater su do inicijative, da se veća važnost pridaje onim due to the fact that, in general, top-down models heritage product and management. This brings us importance of sustainable tourism initiatives, kretanjima koja po svojoj prirodi imaju tendenciju tend to suffer from weakened impact, unfocused finally to the phase where suggestions of follow-up which by their very nature will tend to have a ka lokalnoj orijentaciji, za razliku od nacionalno resourcing and a diffusion of structural energy at research models are proposed and discussed in locally oriented concept, as opposed to a national ili međunarodno usmjerenog koncepta. U našem the point of local delivery due to the bureaucratic order to continuing research and investigation. or international concept. Our research used four smo istraživanju komparativno upotrijebili četiri elements present in such models. Final conclusion and the next steps for action are comparative case-studies to consider the potential studije slučaja u kojima je izražena prednost lo- This has led us towards the ideal of both Critical part of this phase. advantage of locally focused bottom-up tourism kalno usmjerenih turističkih modela prema Success Factors and Critical Failure Factors in the models based on coalitions of key local actors metodi „odozdo prema gore“, odnosno participa- development of an appropriate model. The factors 2. Developing the heritage/cultural tourism over top-down models based on national or tivnog planiranja, u čijem je temelju koalicija for success in the model may be seen as: market? international structures. ključnih lokalnih aktera posloženih obrnuto od 1. Creating economic regeneration 2.1 Connectivity into the macro-economic and modela „odozgo prema dolje“ utemeljenom na 2. Contributing to regional tourism financial environment nacionalnim ili međunarodnim strukturama. development 3. Complementing other tourism products We may be able to predict that as a result of the 4. Transferability of the model to other dynamic yet highly negative changes brought destinations and tourism sectors about by the international financial crisis from 5. Developing and maintaining sustainable 2008-2010 there may be greater capacity for 1. Introductory comments from tourism clients. This may therefore be an tourism. sustainable heritage and cultural tourism which 1.1 Objective opportune moment in time to seek to re-evaluate general operates in the micro and small scale the strategic model for those tourism destinations Those factors that induce negative results may be tourism business sector. On one side, the massive In this paper we are seeking to identify what we see that are based on the development of locally- seen as: credit restrictions of lending institutions have as a number of dysfunctional barriers in the focused and environmentally sustainable cultural 1. Failure