TQM AS A DRIVER OF HOTEL AND TOURISM INDUSTRY IMPROVEMENT IN BOSNIA AND HERZEGOVINA

Iako Bosna i Hercegovina posjeduje veoma raznolik i u velikoj mjeri očuvan prirodni i kulturni turistički potencijal, njena hotelsko turistička industrija, s obzirom na te mogućnosti, nije ni približno razvijena. Premda ima pozitivne trendove glavnih pokazatelja rasta u zadnjih deset godina, turizam nije u potpunosti iskoristio svoje potencijale. Svjetska turistička organizacija (eng. World Tourism Organization) je Bosnu i Hercegovinu definirala kao jednu od tri turističke destinacije u svijetu s ukupnim potencijalom rasta turističkog tržišta od 10,5% (za razdoblje do 2020. godine). Također, ova visoka stopa rasta odražava jako nisku baznu vrijednost sektora jer trenutno sektor turizma u Bosni i Hercegovini čini samo 0,2% ukupnog europskog turizma. Jedan od načina kojima bi se sektor turizma i hotelijerstva, kao njegovog neizostavnog dijela, unaprijedio i krenuo bržim razvojem je uvođenje sustava kvalitete u sve uslužne djelatnosti ovog sektora a s posebnim fokusom na hotelijerstvo. Cilj ovog rada je ukazati na prednosti uvođenja i primjene TQM-a (eng. Total Quality Management) koje osiguravaju dalje razvitak i poboljšavanja kvalitete u turizmu i hotelijerstvu Bosne i Hercegovine. Uvođenjem TQM-a poduzeća podižu kvalitetu svojih proizvoda i usluga čime postaju konkurentniji na tržištu. Ovim standardom poduzeća su „prisiljena“ na satno poboljšanje svojih proizvoda i usluga, čime postaju produktivniji i konkurentniji na tržištu.Although Bosnia and Herzegovina possesses a very diverse and largely preserved natural and cultural tourism potential, its hotel industry, given these possibilities, is not nearly developed. It is necessary to take up a new, modern and very ambitious attitude towards this area, as tourism can contribute considerably to the development of the economy of Bosnia and Herzegovina. Although it has positive trends of major growth indicators over the last ten years, tourism has not fully exploited its potential. The World Tourism Organization defined Bosnia and Herzegovina as one of the three tourist destinations in the world with a total tourism market growth potential of 10.5% (for the period up to 2020). Also, this high rate of growth reflects the very low base value of the sector, as currently the tourism sector in Bosnia and Herzegovina accounts for only 0.2% of total European tourism. One of the ways in which the tourism and hotel sector, as its indispensable part, will improve and move faster, introduces the quality system into all service activities of this sector and with a special focus on hotel industry. The aim of this paper is to point out that the introduction and application of TQM (Total Quality Management) can lead to further development and improvement of quality in tourism and hotels in Bosnia and Herzegovina. Companies which introduce TQM raise the quality of their products and services thus becoming more competitive on the market. With this standard, enterprise is "forced" to hourly improvement of their products and services, thus becoming more competitive on the market