Developing the destination management organization of the 3rd generation. Insights from Slovakia

Abstract

Destinations are traditionally created based on the administrative division of the territory. However, fragmented territorial structures can represent an obstacle to the implementation of effective development processes within destination management organizations. The activities of third-generation destination management organisations go beyond territorial divisions and instead focus on tourism flows and functional service chains in destinations. Even though the need to remove the administrative division of destinations is apparent and third-generation management organizations are being created, research in this area is not extensive. The aim of the study is therefore to present a methodology that leads to the efficiency of the activities of destination management organisations based on the monitoring of tourism flows and ecosytem of services in selected destinations in Slovakia (Dolný Zemplín and Horný Zemplín). Through a quantitative survey of visitors and tourism stakeholders in selected destinations, the authors found that the interested parties perceive the monitored destinations as a whole - not divided and the activity of existing destination management organisations as insufficient. The study provides recommendations for the implementation of efficient development processes within destination management organisations by connecting them based on the monitoring of tourism flows. The presented methodology can serve as a starting point for the restructuring of destination management organisations for other destinations in Slovakia and abroad.