Hybrids by Choice or by Chance: Applying Hybrid Spectrum Typology in Croatian Tourism

Abstract

This paper analyses the concepts of hybridity and hybrid spectrum organizations as important phenomena in the modern world. To improve the understanding of this concept, main characteristics of hybrid organizations are listed and discussed, with emphasis on typology of the hybrid spectrum. In order not to stop at a mere theoretical review, the purpose of this paper is to analyze specific characteristics of organizational hybrids in the field of tourism and to discuss the influence of some external environmental determinants (e.g. level of tourism development and the context of national legislation) on the motivation and mission of hybrid organizations. Croatia has been chosen as a study area, being one of the most popular tourist destinations in Europe, as well as an example of an economy that is heavily dependent on tourism. The results of the discussion provide arguments in favor of adopting a hybrid approach for sustainable tourism development. The selected examples from Croatia underline the necessity of introducing more sustainable business models in this financially lucrative sector, but also emphasize the key role of specific contextual circumstances in forming and developing hybrid organizations.