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. Based on the theoretical part of doctoral thesis, i.e. prepositions of the learning organization and competitiveness, as well as the characteristics of the tourism and agricultural sector in Bosnia and Hercegovina, the main research question was posed: do the small and medium-sized enterprises in tourism and agriculture have the characteristics of the learning organization; or, in other words, can the model of learning organizations increase the competitiveness of agricultural and tourism business entities. In order to answer the research question, a conceptual model, which is in the function of increasing the competitiveness of agricultural and tourism entities, was developed an empirically tested. Empirical research was carried out on a sample of small and medium-sized enterprises in the agriculture and tourism sector operating in the Herzegovina-Neretva Canton in Bosnia and Herzegovina. Statistical data analysis was performed using the descriptive statistics method, correlation and variance analysis (ANOVA). Data processing was performed using the statistical program SPSS. Data analysis was conducted on a sample of 189 questionnaires. The results of the research have confirmed the hypothesis about the positive relationship between the learning organization and organizational effectiveness, with the company’s size - determined by the number of employees, being a significant factor affecting the degree of development of the learning organization. Given the relatively small number of existing research on the topic, it is expected that the research results will be of greatest interest to practitioners involved in organizational learning - in particular to managers who play a key role in the development of learning organizations; as well as scholars in the field of organization and management.