Dragan Glavaš
MANAGEMENT OF A TOURIST DESTINATION ON THE EXAMPLE OF JAJCE
DOI: 10.35666/28310438.2025.6.107
UDC: 338.485(497.6Jajce)"2014/2023"
The administrative structure and management of tourist destinations in Bosnia and Herzegovina is decentralized in accordance with the administrative arrangement. In parallel with tourist associations in certain destinations, there was the formation of bodies that assumed the role of DMO. One of the destinations that formed the DMO is Jajce with the establishment of the public institution "Agency for cultural, historical and natural heritage and development of the tourist potential of the city of Jajce". Jajce stands out due to its prominent, largely protected heritage. A balanced management of an area under the protection regime is essential for the preservation of physical-geographical and biological diversity, socio-cultural heritage and for the market valorization of the offer of the protected area. In this sense, the mentioned destination can be highlighted as an example of destination management at a strategic and operational level.
The implementation of the tourist development policy as well as planning and operationalization of regular tasks resulted in the positioning of Jajce as one of the most recognizable tourist destinations, which has a management system in place. The consequence of the above is the increase in the number of visits, the inclusion of the population and related economic branches in the tourism industry, the formation of a destination product, as well as the implementation of the destination's marketing plan. The implementation of research and analysis in the destination points to the need for a more advanced destination management system as well as tourist infrastructure, the adoption of spatial planning documentation and its implementation with the aim of maintaining the principle of sustainability. The paper presents the basic tourism indicators that aim to show the changes and threats that the destination is facing.
Key words: tourism destination, DMO, Tourism Management, Jajce.