THE IMPACT OF GLOBALIZATION ON TOURISM DESTINATION MARKETING MANAGEMENT IN SLOVAKIA

Globalization, high competition, changes in visitors' behavior and fragmented nature of tourism have caused exceptional changes in managing and marketing of tourism destinations as well as experiences of their visitors. For tourism destinations is now crucial responsible attitude to tourism development, forming and becoming a part of collaborative entity destination management organization connecting interests of individual stakeholders supporting their competitiveness and long term success on the market. Cooperation among different stakeholders from private, public sectors and residents presents the means how to achieve strategic goals of tourism destinations which are unreachable, if stakeholders prefer their individual interests. The tool ensuring cooperation and coordination of different stakeholders is destination marketing management. Application of this concept enhances tourism development in destinations, systematic planning, product development and distribution, with the purpose to achieve goals of stakeholders and destination. The aim of the paper is to emphasize the importance of globalization and its impact on destination marketing management in Slovak tourism regions. The paper documents utilizing of destination marketing management and analyzes its contribution to tourism development in the tourism regions of Slovakia. The paper focuses on activity of local and regional destination management organizations in tourism regions of Slovakia and selected indicators of tourism development. The material utilized by the authors are in major secondary data. The data are processed by selected methods of correlation and regression analysis interpreted by the Pearson correlation coefficient.