Tourist Detination Competitiveness : Market Challenged and Evaluation System

Quality in tourism as a key factor of competitiveness and market competition implies continuous monitoring of market trends. Therefore, a need for constant comparison with the best competitors in tourist market occurs. Prosperous relation 'Value for Money’ is implied, moreover, tourist expect 'Experience for Money' i.e. 'Emotion for Money'. All destinations which intend to keep and increase their market share, i.e. to remain competitive in the demanding tourism market, need to direct themselves towards that aim. This paper proposes integrated approach towards strategic management as the most appropriate concept for Croatian tourism and hospitality development. New form of development is based on integrated approach, horizontal and vertical integrating of all subsystem elements of the entire controlling system, along with the quality partnership relations establishment at the level of tourist destination. Quality of each particular segment of tourist offer is indisputable, yet in the end, the guest attributes quality to the destination as a whole. Only cooperation of all participants and joined efforts within the destination can result in a quality and consistent offer and positive destination image. Benchmarking as a modern method of comparison with the best competitors, 'Interactive Destination Evaluation System (IDES)' diagnosis system as a tool for internal and external benchmarking and Balanced score Card (BSC) will be elaborated according to the paper subject.