Uloga volontera "Kragujevac Greeters" u jačanju konkurentnosti Kragujevca kao turističke destinacije

Abstract

Modern business conditions as an imperative to subjects operating in the sector of tourism set the necessity of timely response to the competitive challenges. In the case of tourism destinations, it is important to identify the factors that contribute in improving the competitive position on the tourism market. Main subject in this paper is focused on defining competitiveness of tourism destination - basic theoretical assumptions that will represent an base for the analyze of the factors of production - resources of Kragujevac with potential to be valorized on the tourism market. The paper specifically analyzes the group of volunteers "Kragujevac Greeters" and how the group functions, their work activities and the role of these group of people in improving the competitive position of Kragujevac as tourism destination on the market. In a conditions of operating on a highly competitive and turbulent tourism market, for tourism destinations which use their resources inefficient or do not have the human capital that will contribute to the valorization of these resources is hampered the possibility of success.