Benchmarking service delivery for sports tourism and events: Lessons for Gorski Kotar, Croatia from Pokljuka, Slovenia

Abstract

Benchmarking is essential for developing destinations to improve and develop their service delivery. Croatia is a well-established summer tourism destination, but more remote (inland) destinations seek to increase their competitiveness to help sustain Croatian tourism year-round—to diversify tourism offerings beyond the (more traditional) sea and sun opportunities. Expanding Croatia’s tourism offer will require additional investments, not only in coastal destinations but in rural continental areas as well. Looking at how more established rural and winter destinations are planned and managed, this paper seeks to discuss how Croatia can learn from its neighbour Slovenia which has well-established winter sports destinations (in rural areas). This is where a benchmarking approach, building on a comparative analysis conducted through fieldwork research contributes new insight. Research was conducted in both Pokljuka (Slovenia) and Gorski kotar (Croatia) between 2015 and 2017. Three different procedures were used to collect data: (1) documental research of the destinations, facilities and events, (2) on site visits involving qualitative interviews and conversations with key stakeholders and (3) direct observation of the destination while attending events. Three emergent themes best reflected the analysed insights from the data collection: infrastructure, business operations and community involvement/stakeholder participation. To assess different points of service offering and delivery, discussions in Pokljuka were framed around sports tourism opportunities and their established business models to understand planning, management, organisation and service delivery. These same three points are then discussed as opportunities for Gorski kotar. To reiterate the benchmarking focus, first research must present a comparative analysis and then put emphasis on planning and managing service delivery to help highlight how insight from a well-established destination informs emerging destinations with tourism potential.

Análisis de las metodologías de benchmarking genéricas y aplicables al deporte (Analysis of generic benchmarking methodologies applicable to sports)

“…La incorporación del benchmarking al análisis de un marco teórico para la educación y el desarrollo de los entrenadores deportivos puede resultar una herramienta importante para mejorar sus resultados (North, 2016). Una de las propuestas más interesantes encontradas en este campo de acción es la metodología del benchmarking procesual para la investigación de los sistemas de élite deportiva propuesta por Robinson y Böhlke (2013) y la propuesta de Wise et al (2019), que analizan la prestación de servicios para el turismo y los eventos deportivos. Por tanto, aunque la bibliografía sobre benchmarking deportivo es escasa según SCOPUS, sus aportes son significativos y de una alta calidad, en base a resultados y metodología.…”

Digital Business Models in Sport

“…Another multiple case study analysis of business models in sports tourism, with the emphasis on trail running, is provided by Perić and Slavić ( 2019). The collection of case studies is complemented by the work of Jenkins and Rios-Morales ( 2013), , and Wise et al ( 2019). Jenkins and Rios-Morales ( 2013) investigate the perceived economic impact of the BRITS week in Laax, Switzerland based on niche snow sports.…”

“…Their study emphasizes the role of information and communication technologies ( ICTs) for co-creation of value for customers. Wise et al ( 2019) conduct a benchmarking analysis of sports tourism in Slovenian Pokljuka and develop lessons for Croatian Gorski Kotar. Their study is focused on three aspects, i.e.…”

A sense of rurality: Events, placemaking and community participation in a small Welsh town

“…Based on these arguments, where the rural idyll embodies meanings related to traditional uses of its physical components, the understanding of rurality looks at trends and changes occurring in the world. There is a need to change because those places that seek ways to make themselves distinct create a new advantage whereas those places that resist will continue to stagnate (Wise et al, 2019). Thus, new meaningful contexts, which, in addition to other contexts and layers of meanings of the rural, foster the (re)negotiation of meanings of places and communities (see Jones, 1995;Roberts et al, 2017;Shucksmith, 2016).…”