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2017, vol. 65, br. 3-4, str. 259-263
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Destinacijski menadžment iz perspektive kongresnog biroa - definisanje i sistematizacija aktivnosti
Convention bureau perspectives on destination management: Identification and classification of activities
Univerzitet u Beogradu, Ekonomski fakultet, Katedra za poslovnu ekonomiju i menadžment, Srbija
Sažetak
Kongresni biro je najdominantnija forma destinacijske menadžment organizacije (DM0), pogotovo u sferi poslovnih putovanja i MICE. Pregled literature je pokazao da su aktivnosti kongresnog biroa kao DMO bile predmet značajnog broja istraživanja i radova, pri čemu se svaki fokusira na specifičnu i individualnu aktivnost ili manju grupu aktivnosti koje kongresni biro implementira, a ne na celovit destinacijski menadžment proces i klasifikaciju ukupnih aktivnosti. Kroz rad, autor je iskoristio priliku da predloži okvir koji će obuhvatiti sve aktivnosti koje je su definisane kroz pregled literature, da ih poveže, izvrši prioritetizaciju i sistematizuje u grupe na osnovu rezultata koji se očekuju. Metodologija je bazirana na intervjuima koji su sprovedeni sa zaposlenima u kongresnim biroima kako bi se izvršila sistematizacija aktivnosti biroa definisanih na osnovu pregleda literature u logične grupe sa jasnim ciljevima, i to na - aktivnosti koordinacije stejkholdera u destinaciji, marketing destinacije i prodaja destinacije. Koordinacija stejkholdera je fokusirana na kreiranje destinacijskog proizvoda i unificiranje aktivnosti oko zajedničkog cilja. Marketing destinacije je fokusiran na komunikaciju i predstavljanje destinacije. Prodaja destinacije podrazumeva prodaju kongresnih kapaciteta destinacije klijentima. Za svaku grupu ovih aktivnosti na nivou kongresnog biroa sistematizovane su i pod-aktivnosti.
Abstract
Convention bureau is the most dominant form of destination management organisation (DM0), especially in the sphere of business travel and MICE. Extensive literature review has shown that convention bureau (DM0) activities have been a topic among a large number of researchers and papers, each focusing on a specific and individual activity or small group of activities implemented by a convention bureau, and not on the entire destination management process and classification of those activities. The author has seen the opportunity in the possibility to propose framework which would include all activities previously defined through literature review, to connect them, prioritise them and classify them into groups based on final outcomes. Methodology is based on interviews that have been carried out with convention bureau professionals with the aim of classifying all activities that were defined through literature review into logic groups, each with an understandable objective - coordination of destination stakeholders, destination marketing and destination sales. Coordination of destination stakeholders is focused on creating destination products and stakeholder synchronisation around a unified goal. Destination marketing is focused on communication and representation of destination. Destination sales means selling congress capacities within destination to clients. For each group of convention bureau destination management activities, a list of sub-activities has been proposed.
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