hrvatski

Utjecaj neformalnih mreža pojedinaca u upravljanju turističkom destinacijom

The tourist destination is a complex system in which formal and informal networks are interconnected by mutually connected stakeholders with a different structural and relational position that can dictate the impact on its developmental and management processes. Understanding and insights into the destination network structure can have profound implications for public authorities and destination management in terms of adaptive planning, management and control. Destination networks are analyzed here by relational approaches to the power relations and influence of their actors, with emphasis on informal personal connections between salient individuals, whose consensus can precede important institutional decisions and determine the outcomes of tourism processes. Previous research has mainly focused on formal destination networks. Quantitative analysis of informal destination networks of salient individuals was conducted only initially on a limited set of samples of several destinations in the Alps, with the recommendation of the necessity of methodological upgrading and analysis alongside formal networks and in other cases. Consequently, it seemed important and useful to conduct a comprehensive and methodological combinatorial quantitative and qualitative analysis of destination networks in different qualitative contexts - the continental and coastal destination in Croatia, in function of the predispositions of their efficient management. Through the chain refferal method by questionnaire, all important target network actors were identified. In the quantitative analysis of the collected data, the original scientific and methodological idea of the possibility of two-way prediction of the influence of the of the destination network actors was realized ; on the basis of their mutual perceived power generated by the four dimensions (hierarchical positions, knowledge, process positions and asset) and the centrality of the position on the social network graph, generated by the frequency of their mutual contacts. The results of the analysis have shown that the influence of actors in both observed destinations is higher within informal networks compared to formal, and overall, in coastal destination. In the informal domain of the grouping of actors, according to the perceived dimensions of power, the continental destination, for their influence is the primary power of the hierarchical position, while in the coastal, is the primary power of knowledge. The dispersion of power and influence within the network and thus the autonomy of the actors, as well as more active cooperation and openness to innovation, is more present on the side of the coastal destination, creating the conditions for the implementation of the model of network- and efficient tourist destination management. Based on the conducted interviews, it has been shown that the main motives and circumstances of the informal grouping of destination networks, are based on inclusive participation and benefit in destination processes and are reflected in the prevention of unwanted consequences of formal decisions, availability of public resources and useful information, and the protection of the current economic position. The most important contribution of the work is to find a new combination of set of techniques and tools in the analysis of destination networks based on an analysis of mutual perceptions of the dimensions of the power of their actors and the centrality of their position on the social network graph, with the improvement of the use of mixed methodology. This will enable them to acquire predispositions for new institutional frameworks and models of adaptive and efficient management of tourist destinations.

turistička destinacija ; istaknuti pojedinci ; analiza mreže ; moć i utjecaj ; centralnost ; neformalne mreže

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