THE ROLE OF DESTINATION MANAGEMENT COMPANIES IN THE DEVELOPMENT OF ADVENTURE TOURISM: EVIDENCE FROM SPLIT-DALMATIA COUNTY
Mijana Matošević Radić
Ivana Keran
DOI: 10.35666/25662880.2025.11.45
UDC: 338.48-51:339.13(497.5 SDŽ)
Abstract: Croatia is recognized as one of the most visited destinations in the Mediterranean and faces the challenge of spatially and temporally unevenly distributed tourist demand. Most of the tourism activity is concentrated in coastal counties, with Split-Dalmatia County among the most visited. In this context, the development of special interest tourism has been identified as a key strategy for reducing seasonality. Destination management companies (DMCs), through specialization and an in-depth understanding of the resource and attraction base, play an increasingly significant role in creating complex, high value-added tourism products. The purpose of this paper is to examine the role of DMCs in Split-Dalmatia County in the development of adventure tourism. An empirical study was conducted to explore the perceptions of DMCs regarding the importance, potential, and challenges of adventure tourism in Split-Dalmatia County. The findings indicate that most DMCs independently develop and promote adventure related activities, frequently combining them with other forms of tourism services. However, several limitations were identified, including seasonality, insufficiently developed promotional channels, a lack of specialized guides and limited inter-institutional cooperation. Based on the results, recommendations were proposed to improve the development of adventure tourism in the county. These include extending the offer beyond the main season, introducing multi-day tours, promoting digital innovations, and strengthening safety standards.The study highlights the pivotal role of DMCs not only in organizing and coordinating adventure tourism products but also in fostering collaboration among destination stakeholders, thereby contributing to the sustainable competitiveness of the region.
Keywords: sustainable tourism development, destination management companies (DMCs), stakeholder collaboration, adventure tourism, Split-Dalmatia County
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