THE BEHAVIOR AND RESPONSE OF REGIONAL DESTINATION MANAGEMENT ORGANIZATIONS IN THE TWO RECOVERY PHASES OF TOURISM DESTINATION AMID COVID-19 PANDEMIC. THE CASE OF CROATIA

Abstract

Purpose – The purpose of the paper is to examine the behaviour and the response of regional destination management organizations (DMOs) to the current COVID-19 crises. This will enable provide suggestions for improvement of stakeholder management practices and strategic planning in the times of crises and extreme uncertainty. Design/Methodology/approach – Main activities and differences between regional DMOs’ behaviour in the mitigation and restart phase of tourist destination and DMOs will be explored using a mixture of qualitative and quantitative instruments/methods. Primary sources data analysis was used. The regional DMOs’ websites, social media channels, newsletters and different media publications related to regional DMOs were observed and reviewed in the period from mid-March to mid-June 2020 to better understand their response to COVID-19. Findings – Findings illustrate that regional DMOs in Croatia have not managed to advance the relationship with their main stakeholders nor have they implemented integrated management practices during the crises. Originality of the research – The study advances our understanding of the role DMOs have in the times of crises particularly when it comes to stakeholder management, communication and strategic planning.