Modern information and communications technology (ICT) form the backbone of the development of smart tourism. Establishing a positive correlation of technology with other factors of a certain destination is necessary for the development of a smart tourism destination. The smart tourism destination is based on the digitalization of the destination's tourist system, personalization of experiences and services, and the use of corporate social responsibility. Digitalization means the application of modern ICT when interacting with tourists. Personalization of the experiences and services implies an expanded tourism supply that includes special programs and tourist animation/entertainment. The corporate social responsibility (CSR) of the destination represents business operations that are run in line with the principles of sustainability, green economy and ethics. Starting from this, the purpose of this research is to detect and explore the potential of Koprivnica as the flagship tourist destination of the Podravina Region. This research aims to provide a model for the development of the Koprivnica smart tourism destination, which is based on the conducted qualitative research. To present the smart tourism destination model, the method of analysis and the method of comparison with destination Split were used, which is the leader in the process of transforming the classic tourist destination into a smart one. Considering the position of Koprivnica in relation to the emissive tourism markets/centres, the rich cultural and historical heritage of the destination and the preserved environment, Koprivnica has the competitive advantage of being the bearer of the Podravina region’s development of smart tourism as part of the Koprivnica-Križevci County. Koprivnica is the headquarters of the Koprivnica-Križevci County’s Tourist Board, thus it is the administrative centre of the Podravina Region’s tourist system and it certainly has the potential for faster implementation of the smart destination model. In tourism terms, Koprivnica has not yet reached its full tourist potential. Branding Koprivnica as a smart tourism destination will enable its faster positioning in the tourist market. The resource base of Koprivnica, the current infrastructure and the tourism carrying capacity (TCC) distinguishes Koprivnica from other destinations. Based on the research results presented in this paper, the main guidelines for the development of the smart tourism destination model of Koprivnica are presented.

Pregledni rad / ReviewAndreja RUDANČIĆ
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