The research, which was conducted by the company Ipsos Strategic Marketing, covered a wide range of parameters including the profile of tourists, reasons for arrival, their preferences and spending, satisfaction with services and perception of the destination in 10 municipalities of Montenegro: Budva, Bar, Kotor, Herceg Novi, Tivat, Ulcinj , Cetinje, Podgorica, Žabljak and Kolašin.
Director of NTO Montenegro, Dr. Ana Tripković Marković, she pointed out that this research is a valuable tool that provides guidelines for the further improvement of the tourist offer.
"For NTO Montenegro, the findings of this research represent the foundation for future marketing strategies and market selection. An in-depth understanding of the profile, needs, preferences and attitudes of tourists will serve as a guide in identifying priority markets, directing marketing campaigns and developing products and services. Data on the daily consumption of tourists in each of the emitting markets, among other things, will be an important criterion for plans and investments in a given market. Also, the length of stay in the destination, the frequency of arrivals and activities during the stay in the destination are important parameters. In addition, the research provides data that will be useful for planning communication channels with emission markets", said Tripković Marković.
The results of the research, which was conducted on a sample of 4 respondents, showed that tourists rated the quality of the offer as very good (336) and as many as 4% of them would recommend Montenegro as a tourist destination.
"Based on the results of the research, it is clear that tourists recognize the many advantages of Montenegro as a tourist destination, including hospitality, a sense of security, opportunities for entertainment, as well as the price-quality ratio of services. Research has shown that Montenegro is a destination that tourists are happy to return to and is an excellent representative of tourism in its true sense. In addition, areas that require improvement have been identified in order to increase the competitiveness of Montenegro on the tourist market, especially when it comes to traffic availability and infrastructure," he said. executive director of the company IPSOS, Vladimir Raičević.
A large number of elements of the tourist offer were rated 4 and above, among other things, the beauty of nature and the region, personal safety, comfort of accommodation, kindness and hospitality, quality of services in the accommodation facility.
"I believe that the guest survey - Guest Survey 2023 is very useful both for the further plans of the Tourism Organization of the Capital of Cetinje, and for the adoption of a strategy for the development of tourism in the Capital, which is one of the priorities in the coming period. The results of the research will be helpful when creating a package of arrangements that we plan to do in the coming period," he said director of LTO Prijestonica Cetinje, Nikola Jablan.
According to him, all tourism workers will benefit from the obtained results, who will be able to adjust their offers to the needs of the market and thus attract a larger number of guests to the destination.
"Strategic planning of tourism development, based on sustainable principles, must be built on experience created from valid research. The information obtained from the tourists themselves, including the subsequent analysis and processing of that data, represents the highest quality source of estimates for all our future activities. Montenegro, even though it is becoming more recognizable as a tourist, must work on specially structured elements of the offer in order to profile the type and duration of the visit. Estimates of the possible nature of development are most directly obtained from such research. We also received data that is close to our experiences when it comes to Kotor itself. The old town of Kotor is the most visited place/attraction in coastal Montenegro (17,4%), and when it comes to the structure of the generational profile, Kotor is particularly interesting for people aged 63 to 78 (in the percentage of 32,5%)". said the director of LTO Kotor, Jovan Ristic.
Manager for promotional activities of LTO Bar Nikoleta Nikčević, MSc, she said that an analysis of the satisfaction of tourists on the Bar Riviera is conducted every year during July, and that the results of the surveys are in accordance with the Guest Survey carried out by the National Tourism Organization of Montenegro.
"Besides the positive comments, I would like to refer to some shortcomings in the destination that we want to minimize from year to year and to extract from the survey what we want to improve, where we can be better and, of course, raise those positive characteristics to a higher level." said Nikcevic.
The director of LTO Kolašin also emphasizes the importance of such research for the future strategy and activities of local tourist organizations.
"Through this type of research, we get guidelines on which services need to be improved and therefore improve the stay of tourists in our city, and at the same time increase the number of overnight stays by tourists who visit Kolašin. In addition, through this research, we see what our city lacks in order to be in the top 10 destinations for a perfect vacation," she said. director of LTO Kolašina, Zorica Milašinović.
In addition to the mentioned, significant data was also obtained for planning communication channels. The largest number of tourists use the Internet as a source of information, which is data that has doubled compared to the previous research and clearly indicates the direction in which the marketing campaign of the NTO CG should be directed.
We remind you that during the previous year, the NTO of Montenegro conducted a comprehensive analysis of the quality of the destination through a pilot project for two destinations - Cetinje and Kotor, and through similar projects will continue to contribute to the improvement of the quality of the tourist offer and guest experience.
In order to contribute to the overall improvement of the destination, the NTO of Montenegro will make the results of the research available to all relevant institutions for tourism and provide them with a good informational basis for work and action within the framework of their competences, especially the line ministry, the Central Bank of Montenegro, the Chamber of Commerce of Montenegro, the Administration for statistics to MONSTAT, LTOs, the academic community, the tourism industry, companies related to tourism such as Airports of Montenegro, Air Montenegro, National Parks of Montenegro, the Public Enterprise for the Management of Maritime Resources, etc.
