Turizem trži poleg storitev turističnih organizacij tudi geografski prostor v širšem smislu besede (prostor, naravne vrednote, kulturno dediščino, kvaliteto življenja prebivalstva, organiziranost ...družbe itd.). Množica različnih delnih turističnih proizvodov, identiteta kraja in njegovi razpoložljivi resursi tvorijo celoviti turistični proizvod destinacije. Usklajeno delovanje zasebnega in javnega sektorja turistične destinacije kot sistema zagotavlja turistična politika.
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