The Strategy for Improving the Quality and Sustainability of Tourism Organisations in the Republic of Serbia during the Global Crises
Tatjana Janovac - University Business Academy in Novi Sad, Faculty of Applied Management, Economics and Finance, Bel- grade, Serbia
Saša Virijević Jovanović - Modern Business School, Belgrade, Serbia
DOI: https://doi.org/10.31410/tmt.2022-2023.105
Tatjana Janovac - University Business Academy in Novi Sad, Faculty of Applied Management, Economics and Finance, Bel- grade, Serbia
Saša Virijević Jovanović - Modern Business School, Belgrade, Serbia
DOI: https://doi.org/10.31410/tmt.2022-2023.105
7th International Thematic Monograph - Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2022/2023, Published by: Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, North Macedonia; ISSN 2683-5673, ISBN 978-86-80194-56-1 ; Editors: Vuk Bevanda, associate professor, Faculty of Social Sciences, Belgrade, Serbia; Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia, Printed by: SKRIPTA International, Belgrade
Abstract: The main goal of this research is to use the tools of strategic analysis to identify the factors from the macro environment that affect tour- ism and to propose a strategy for improving the quality of business and the sustainability of tourism organisations in the Republic of Serbia during the global crises. The research findings indicate that a strategy based on the implementation and application of international quality standards and orientation to domestic tourism products ensures the sustainability of tourism organisation. The significance of this manuscript is considered from the aspect of giving guidelines to the management of tourism organisations to improve the quality and sustainability of business in time of global crises.
Keywords: Business sustainability; Tourism organisations; Quality improvement strategy; International quality standards; Strategic analysis tools
REFERENCES
Asero, V., & Patti, S. (2009). Asymmetric information, tourist satisfaction and quality in tour- ism. Annals of the University of Petrosani, Economics, 9(3), 5-16.
Ateljević, A. M. (2016, September). Analiza konkurentnosti turističke destinacije. In BH Ekon- omski forum, Vol. 7, No. 1, pp. 109-118.
Ben-Abdallah, R., Shamout, M. D., & Alshurideh, M. (2022). Business Development Strategy Model Using Efe, Ife and Ie Analysis in a High-tech Company: An Empirical Study. Acad- emy of Strategic Management Journal, 21, 1-9.
Berno, T., & Bricker, K. (2001). Sustainable tourism development: the long road from theory to practice. International journal of economic development, 3(3), 1-18.
Bojović, G., & Plavša, J. (2011). Swot Analysis of Tourism on Kopaonik and the Spas of its Pied- mont. Turizam, 15(3), 109-118.
Capps, III, C. J., & Glissmeyer, M. D. (2012). Extending The Competitive Profile Matrix Us- ing Internal Factor Evaluation and External Factor Evaluation Matrix Concepts. Journal of Applied Business Research (JABR), 28(5), 1059. https://doi.org/10.19030/jabr.v28i5.7245
Casadesus, M., Marimon, F., & Alonso, M. (2010). The future of standardised quality manage- ment in tourism: evidence from the Spanish tourist sector. The Service Industries Journal, 30(14), 2457-2474. https://doi.org/10.1080/02642060802712822
David, F. R. (2011). Strategic management concepts and cases. Prentice Hall.
Development Fund. (2022). Program podsticanja preduzetništva kroz razvojne projekte u 2022.godini, Retrieved August 14, 2022, from https://fondzarazvoj.gov.rs/lat/proizvodi/ podrska-investicijama-u-privredi,
Fisun, I., Kucher, M., Stebliuk, N., Saihak, Y., & Prokopenko, O. (2022). Modeling develop- ment strategy of tourism companies under the influence of external and internal environ- ment: Evidence from Ukraine. Tourism and Travelling, 4(1), 1. http://dx.doi.org/10.21511/ tt.4(1).2022.01
Goonwalla, H., & Neog, D. (2011). Problem and prospect of tea tourism in Assam-a SWOT anal- ysis. In 2011 International conference on advancements in information technology with workshop of ICBMG, Vol. 20, pp. 243-248.
Hatvany, N., & Pucik, V. (1981). An integrated management system: Lessons from the Japa- nese experience. Academy of Management Review, 6(3), 469-480. https://doi.org/10.5465/ amr.1981.4285790
Ho, J. K. K. (2014). Formulation of a systemic PEST analysis for strategic analysis. European academic research, 2(5), 6478-6492.
Holdsworth, R. (2003). Practical applications approach to design, development and implementa- tion of an integrated management system. Journal of hazardous materials, 104(1-3), 193- 205. https://doi.org/10.1016/j.jhazmat.2003.08.001
Inskeep, E. (1991). Tourism Planning: An Integrated and Sustainable Development Approach.
New York: John Wiley.
Janovac, T. (2014). Unapređenje kvaliteta visokoškolske ustanove na osnovu kriterijuma potre- ba korisnika. Univerzitet Privredna akademija u Novom Sadu.
Kaspar, C. (1991). Die Tourismuslehre in Grundriss. Bern: Verlag Paul Haupt.
Kuščer, K., Eichelberger, S., & Peters, M. (2022). Tourism organisation s’ responses to the COVID-19 pandemic: An investigation of the lockdown period. Current Issues in Tour- ism, 25(2), 247-260. https://doi.org/10.1080/13683500.2021.1928010
Magaš, D., Vodeb, K., & Zadel, Z. (2018). Menadžment turističke organizacije i destinacije.
Fakultet za menadžment u turizmu i ugostiteljstvu.
Mašić, B. (2010). Menadžment. Univerzitet Singidunum, Beograd.
Mašić, B., Muhi, B., Nešić, S., & Jovanović, D. (2017). Strategic management in tourism: How to create a competitive advantage of tourism destinations. Poslovna ekonomija, 11(1), 184- 207. https://doi.org/10.5937/poseko11-12360
Milosavljević, M. (2012). Strategijski menadžment: analiza, izbor, promena. Beograd: Centar
za izdavačku delatnost Ekonomskog fakulteta u Beogradu.
Ministry of Finance. (2022). Ekonomske mere za pomoć privredi i građanima. Retrieved August 14, 2022, from https://mfin.gov.rs/sr/aktivnosti-1/ekonomske-mere-za-pomoc- privredi-i-gradjanima-1
Ministry of Trade, Tourism and Telecommunications. (2022a). Strategijski marketing plan Re- publike Srbije do 2025 god. [Strategic Marketing Plan of the Republic of Serbia by 2025], Retrieved from https://mtt.gov.rs/extfile/sr/714/Strategijski%20marketing%20plan%20tu- rizma%20RS%20do%202025..pdf
Ministry of Trade, Tourism and Telecommunications. (2022b). Svečano otvoren prvi međunar- odni sajam vina u okviru inicijative „Otvoreni Balkan“. Retrieved August 14, 2022, from https://mtt.gov.rs/vest/sr/37318/svecano-otvoren-prvi-medjunarodni-sajam-vina-u-okvi- ru-inicijative-otvoreni-balkan.php
Nasution, D. S., & Rahmawati, N. (2021). Smart Tourism Development Post Earthquake and Covid 19 Pandemic in West Nusa Tenggara. International Journal of Tourism and Hospi- tality in Asia Pacific (IJTHAP), 4(3), 32-47. https://doi.org/10.32535/ijthap.v4i3.1197
O’Fallon, C. E. (1994). The role of central government in tourism: A public choice perspective.
Lincoln University: Unpublished PhD thesis.
Perić, L. G., Stojiljković, M., Gašić, M., & Ivanović, P. V. (2017). Perspectives of development of spa tourism in Serbia. Journal of Awareness, 2(3S), 597-614.
Rajković, M. D., & Arsovski, S. (2009). Kvalitet i QMS turističke agencije. 6. Naučno-stručni skup sa sa međunarodnim učešćem ”KVALITET 2009”, Neum, B&H, 04. - 07 jun 2009.
Raković, R. (2014). Integrisani sistem menadžmenta-Teorija i praksa. Građevinska knjiga Sty- los, Beograd.
Rezazadeh, S., Jahani, A., Makhdoum, M., & Meigooni, H. G. (2017). Evaluation of the Strate- gic Factors of the Management of Protected Areas Using SWOT Analysis—Case Study: Bashgol Protected Area-Qazvin Province. Open Journal of Ecology, 07(01), 55-68. https:// doi.org/10.4236/oje.2017.71005
Sammut-Bonnici, T., & Galea, D. (2014). PEST analysis.
Stefanović, V., & Began, M. (2013). Development prospects of Niska Banja. Glasnik Srpskog geografskog drustva, 93(3), 125-144. https://doi.org/10.2298/gsgd1303125s
Talib, M., Hamid, A. B., Zulfakar, M., & Jeeva, A. (2014). Halal logistics PEST analysis: The Malaysia perspectives. Asian Social Science, 10(14), 119-131. https://doi.org/10.5539/ass. v10n14p119
Ünüvar, O., Mürsel, K. A. Y. A., & Sezgin, M. (2017). Bicycle tourism in Konya tourism perspec- tive and A Study on its effect on marketing Konya tourism as a destination by using PEST Analysis. Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi, 20(2), 175-182.
UNWTO. (2020). Compendium of Tourism Statistics, Data 2014-2018. Retrieved from https:// ukrstat.gov.ua/work/Compendium_2020_ed.pdf
Wang, L., Zhao, F., & Zhang, G. (2022). Analysis on the Impact of Large-Scale Sports Events on Regional Economy Based on SWOT-PEST Model. Journal of Mathematics, 2022. https:// doi.org/10.1155/2022/7769128
Ward, D. (2005). An overview of strategy development models and the Ward-Rivani model.
Economics Working Papers, 6, 1-24.
World Travel Tourism Council. (2022). SERBIA 2022 Annual Research: Key Highlights, Re- trieved from https://wttc.org/research/economic-impact
Keywords: Business sustainability; Tourism organisations; Quality improvement strategy; International quality standards; Strategic analysis tools
REFERENCES
Asero, V., & Patti, S. (2009). Asymmetric information, tourist satisfaction and quality in tour- ism. Annals of the University of Petrosani, Economics, 9(3), 5-16.
Ateljević, A. M. (2016, September). Analiza konkurentnosti turističke destinacije. In BH Ekon- omski forum, Vol. 7, No. 1, pp. 109-118.
Ben-Abdallah, R., Shamout, M. D., & Alshurideh, M. (2022). Business Development Strategy Model Using Efe, Ife and Ie Analysis in a High-tech Company: An Empirical Study. Acad- emy of Strategic Management Journal, 21, 1-9.
Berno, T., & Bricker, K. (2001). Sustainable tourism development: the long road from theory to practice. International journal of economic development, 3(3), 1-18.
Bojović, G., & Plavša, J. (2011). Swot Analysis of Tourism on Kopaonik and the Spas of its Pied- mont. Turizam, 15(3), 109-118.
Capps, III, C. J., & Glissmeyer, M. D. (2012). Extending The Competitive Profile Matrix Us- ing Internal Factor Evaluation and External Factor Evaluation Matrix Concepts. Journal of Applied Business Research (JABR), 28(5), 1059. https://doi.org/10.19030/jabr.v28i5.7245
Casadesus, M., Marimon, F., & Alonso, M. (2010). The future of standardised quality manage- ment in tourism: evidence from the Spanish tourist sector. The Service Industries Journal, 30(14), 2457-2474. https://doi.org/10.1080/02642060802712822
David, F. R. (2011). Strategic management concepts and cases. Prentice Hall.
Development Fund. (2022). Program podsticanja preduzetništva kroz razvojne projekte u 2022.godini, Retrieved August 14, 2022, from https://fondzarazvoj.gov.rs/lat/proizvodi/ podrska-investicijama-u-privredi,
Fisun, I., Kucher, M., Stebliuk, N., Saihak, Y., & Prokopenko, O. (2022). Modeling develop- ment strategy of tourism companies under the influence of external and internal environ- ment: Evidence from Ukraine. Tourism and Travelling, 4(1), 1. http://dx.doi.org/10.21511/ tt.4(1).2022.01
Goonwalla, H., & Neog, D. (2011). Problem and prospect of tea tourism in Assam-a SWOT anal- ysis. In 2011 International conference on advancements in information technology with workshop of ICBMG, Vol. 20, pp. 243-248.
Hatvany, N., & Pucik, V. (1981). An integrated management system: Lessons from the Japa- nese experience. Academy of Management Review, 6(3), 469-480. https://doi.org/10.5465/ amr.1981.4285790
Ho, J. K. K. (2014). Formulation of a systemic PEST analysis for strategic analysis. European academic research, 2(5), 6478-6492.
Holdsworth, R. (2003). Practical applications approach to design, development and implementa- tion of an integrated management system. Journal of hazardous materials, 104(1-3), 193- 205. https://doi.org/10.1016/j.jhazmat.2003.08.001
Inskeep, E. (1991). Tourism Planning: An Integrated and Sustainable Development Approach.
New York: John Wiley.
Janovac, T. (2014). Unapređenje kvaliteta visokoškolske ustanove na osnovu kriterijuma potre- ba korisnika. Univerzitet Privredna akademija u Novom Sadu.
Kaspar, C. (1991). Die Tourismuslehre in Grundriss. Bern: Verlag Paul Haupt.
Kuščer, K., Eichelberger, S., & Peters, M. (2022). Tourism organisation s’ responses to the COVID-19 pandemic: An investigation of the lockdown period. Current Issues in Tour- ism, 25(2), 247-260. https://doi.org/10.1080/13683500.2021.1928010
Magaš, D., Vodeb, K., & Zadel, Z. (2018). Menadžment turističke organizacije i destinacije.
Fakultet za menadžment u turizmu i ugostiteljstvu.
Mašić, B. (2010). Menadžment. Univerzitet Singidunum, Beograd.
Mašić, B., Muhi, B., Nešić, S., & Jovanović, D. (2017). Strategic management in tourism: How to create a competitive advantage of tourism destinations. Poslovna ekonomija, 11(1), 184- 207. https://doi.org/10.5937/poseko11-12360
Milosavljević, M. (2012). Strategijski menadžment: analiza, izbor, promena. Beograd: Centar
za izdavačku delatnost Ekonomskog fakulteta u Beogradu.
Ministry of Finance. (2022). Ekonomske mere za pomoć privredi i građanima. Retrieved August 14, 2022, from https://mfin.gov.rs/sr/aktivnosti-1/ekonomske-mere-za-pomoc- privredi-i-gradjanima-1
Ministry of Trade, Tourism and Telecommunications. (2022a). Strategijski marketing plan Re- publike Srbije do 2025 god. [Strategic Marketing Plan of the Republic of Serbia by 2025], Retrieved from https://mtt.gov.rs/extfile/sr/714/Strategijski%20marketing%20plan%20tu- rizma%20RS%20do%202025..pdf
Ministry of Trade, Tourism and Telecommunications. (2022b). Svečano otvoren prvi međunar- odni sajam vina u okviru inicijative „Otvoreni Balkan“. Retrieved August 14, 2022, from https://mtt.gov.rs/vest/sr/37318/svecano-otvoren-prvi-medjunarodni-sajam-vina-u-okvi- ru-inicijative-otvoreni-balkan.php
Nasution, D. S., & Rahmawati, N. (2021). Smart Tourism Development Post Earthquake and Covid 19 Pandemic in West Nusa Tenggara. International Journal of Tourism and Hospi- tality in Asia Pacific (IJTHAP), 4(3), 32-47. https://doi.org/10.32535/ijthap.v4i3.1197
O’Fallon, C. E. (1994). The role of central government in tourism: A public choice perspective.
Lincoln University: Unpublished PhD thesis.
Perić, L. G., Stojiljković, M., Gašić, M., & Ivanović, P. V. (2017). Perspectives of development of spa tourism in Serbia. Journal of Awareness, 2(3S), 597-614.
Rajković, M. D., & Arsovski, S. (2009). Kvalitet i QMS turističke agencije. 6. Naučno-stručni skup sa sa međunarodnim učešćem ”KVALITET 2009”, Neum, B&H, 04. - 07 jun 2009.
Raković, R. (2014). Integrisani sistem menadžmenta-Teorija i praksa. Građevinska knjiga Sty- los, Beograd.
Rezazadeh, S., Jahani, A., Makhdoum, M., & Meigooni, H. G. (2017). Evaluation of the Strate- gic Factors of the Management of Protected Areas Using SWOT Analysis—Case Study: Bashgol Protected Area-Qazvin Province. Open Journal of Ecology, 07(01), 55-68. https:// doi.org/10.4236/oje.2017.71005
Sammut-Bonnici, T., & Galea, D. (2014). PEST analysis.
Stefanović, V., & Began, M. (2013). Development prospects of Niska Banja. Glasnik Srpskog geografskog drustva, 93(3), 125-144. https://doi.org/10.2298/gsgd1303125s
Talib, M., Hamid, A. B., Zulfakar, M., & Jeeva, A. (2014). Halal logistics PEST analysis: The Malaysia perspectives. Asian Social Science, 10(14), 119-131. https://doi.org/10.5539/ass. v10n14p119
Ünüvar, O., Mürsel, K. A. Y. A., & Sezgin, M. (2017). Bicycle tourism in Konya tourism perspec- tive and A Study on its effect on marketing Konya tourism as a destination by using PEST Analysis. Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi, 20(2), 175-182.
UNWTO. (2020). Compendium of Tourism Statistics, Data 2014-2018. Retrieved from https:// ukrstat.gov.ua/work/Compendium_2020_ed.pdf
Wang, L., Zhao, F., & Zhang, G. (2022). Analysis on the Impact of Large-Scale Sports Events on Regional Economy Based on SWOT-PEST Model. Journal of Mathematics, 2022. https:// doi.org/10.1155/2022/7769128
Ward, D. (2005). An overview of strategy development models and the Ward-Rivani model.
Economics Working Papers, 6, 1-24.
World Travel Tourism Council. (2022). SERBIA 2022 Annual Research: Key Highlights, Re- trieved from https://wttc.org/research/economic-impact
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