Marketing perspectives in sustainable tourism Montenegro
Author: Prof. dr Darko Lacmanović
University: Mediterranean University, Faculty for tourism Montenegro Tourism School, Podgorica, Montenegro
The aim of this paper is to present possibilities for the application of marketing in the area of sustainable tourism in destination such as Montenegro.Testing attitudes of tourists is performed using SPSS base of primary data of the National Tourism Organization of Montenegro with the presentation of results that are the result of the original process and have not been published in its report. It has been used statistical methods of descriptive statistics, cross-tabulations, single-factor analysis (ANOVA) and t-test for independent samples. Significant differences in relation to the assessment of almost all (85,71%) or a larger number (57,14 to 71,43%) of selected elements of the tourist offer were reported in the independent variables such as educational status, country of origin and method of travel organization. Significant differences were not reported in relation to the assessment higher rate (57,14 to 71,43%) selected elements on offer in the independent variables such as age, gender, and overall cost of travel per person. Environmental preservation Montenegrin tourists from Russia and Serbia positively positioned in comparison with other European countries and Greece, and tourists from Bosnia and Herzegovina and the Croatian and Germany had a negative position in comparison with the Croatian and other European countries.Based on these implications it could be concluded that Montenegro is not clearly perceived as a destination that has a differentiated offer of sustainable tourism in the required forms and in the expected locations suggesting the extra effort in the design and marketing of integrated environmental messages through the chosen promotional mix.
Key words: sustainable tourism marketing, tourist destination.