INTEGRATED BUSINESS STRATEGY OF THE ORGANIZATION FOR THE DESTINATION MANAGEMENT ORGANISATIONS (DMO)

Destination Management Organizations play a leading role in managing the network of destinations and establishing maintaining cooperation between stakeholders. It has been proven that destination management organizations (DMOs) need to perform both managerial marketing functions. The criteria their productivity are organizational efficiency effectiveness. article solves problem measuring (effective use resources by management) DMO optimization main processes order ensure creation added value entire chain tourism. Strategic tools were used combination with Lean Six Sigma method tools. This made it possible build value-oriented model process optimization, which will provide support for decision-making regarding structure tourism chain, coordinate movement goods provision services, as well exchange information organization members According authors, this can be achieved through integration activities: promotion marketing, understanding consumer requirements, access technology implementation innovative practices, training professional development, quality consulting clients, modern concept – lean contribute increasing number tourists growth at all. presented methodology building strategic boundaries using methods, optimal development tourist destinations, presenting complete current picture interdependencies them within framework one organization. basis an interactive decision is optimize activities operations DMO.