DOCTORAL DISSERTATION SUMMARY: Increasing the competitiveness and interdependence of agriculture and tourism by using learning organizations

Sa？etak Purpose The purpose of this doctoral thesis is to find optimal ways of improving relations between agricultural and tourist organizations in order to create market synergy and enhance the image of the tourist destination, whose main resource are agricultural development and potentials in the development of tourism, in the form of tourism programs and facilities. The main goal of the research is to demonstrate that the learning organization can, in a more competitive way, shape a market-recognized model of tourist offer based on the cooperation of agricultural and tourism organizations and stakeholders from the surrounding business environment, which results in the enhanced organizational competitiveness and performance. Contemporary business conditions, largely reflected in frequent and rapid changes in needs and motives of tourists (consumers), with increasingly powerful competition on the international market and striking technological progress, impose exploring new methods and tools for achieving business success, i.e. achieving competitive advantage on the market. They are primarily related to present leadership and human resources, which are focused on successful adjustment and management of changes in the environment (general and business). In other words, it is assumed that companies that are unable to adjust their management to modern trends will not have ability to maintain on the market. The key factor, on which ability of the company to cope with environmental impact is depending on, is the company’s inner potential. This perspective is in accordance to resource-based theory of enterprises which claims that human resources are the key source of competitive advantage on the market. They are primarily related to present leadership and human resources, which are focused on successful adjustment and management of changes in the environment (general and business). In other words, it is assumed that companies that are unable to adjust their management to modern trends will not have ability to maintain on the market. The key factor, on which ability of the company to cope with environmental impact is depending on, is the company’s inner potential. This perspective is in accordance to resource-based theory of enterprises which claims that human resources are the key source of competitive advantage (they are valuable, scarce and hard replaceable) (Barney 1991) and the development area of human resources within which they are considered as the foundation of business success (Bratton and Gold 2007). Human capital, or knowledge, becomes the