National Tourism Organization of Montenegro (NTO CG) she presented the project to local tourism organizations Integral quality management in the destination.
It is a project that provides a comprehensive analysis of quality in all segments of the tourist offer, which is being implemented for the first time in our country and which aims to raise the quality level of services and products in tourism.
Organization team Feel IQM, which implements the project for the needs of the National Tourism Organization of Montenegro, presented all the details of the project to the directors and representatives of local tourist organizations. They had the opportunity to familiarize themselves with the project's past results, planned activities and guidelines for quality improvement.
The project of integral quality management in the destination was started as a pilot phase for two destinations, Kotor and Cetinje, in which the measurement of online reputation, i.e. the analysis of reviews published by tourists on global travel platforms, was carried out. In addition, surveys are being conducted in Kotor and Cetinje on the satisfaction of their residents with the current development of tourism and plans for the development of tourism.
In addition to measuring online reputation and surveying the population, this project, among other things, foresees marketing analysis of tourist organizations, education adapted to the needs of tourist subjects, standardization of tourist services and products, making recommendations for subjects in tourism, as well as numerous other activities, which were presented at a meeting of local tourist organizations.
Director of NTO Montenegro Dr Ana Tripković Marković expressed her satisfaction with the first results of the project and emphasized the importance of a complete analysis of the quality of the tourist offer in order to improve the offer and experience for visitors.
"Improving quality in tourism is one of the most important tasks of both local tourist organizations and the National Tourist Organization. In this regard, the National Tourist Organization has decided to implement the project of integral quality management in tourism for the first time this year, and at this stage this year we did it in the form of a pilot project. We hope that this will come to life and that this project will be implemented in full capacity in the coming years. In addition to the fact that we can really be satisfied with the current rating of the tourist offer, the analysis of the results showed that there is still a lot of room for improvement. I am sure that this project will contribute to spreading awareness about the need for constant work on improving the tourist offer. An integral approach to quality management is a necessary step in creating a sustainable and competitive tourist offer. This project can improve the satisfaction of visitors and enhance the reputation of Montenegro as a high-quality destination," said Tripković Marković.
Director of Feel IQM and author of the project Đurđica Šimičić she emphasized the importance of marketing analyzes for every tourist organization in Montenegro, which can be a starting point in strengthening the tourist brand. Šimičić said that the analysis so far shows that visitors rate the destination highly, but that there is room for improvement in certain segments. She noted that quality improvement is a continuous process that requires the involvement of all participants in tourism.
"We measure what guests think about the destination, that is, about quality, with a special system of quality and guest satisfaction, services in hotels, in private accommodation, at attractions, in restaurants. Therefore, we measure the overall satisfaction of the guests in the destination. Also, the opinion of the residents is important to us, what the residents think should be improved in tourism. In fact, it is destination management, which we will talk a lot about today, especially about cooperation with local self-government. After the measurement, the goal is to create an action plan for which segments we can improve. Synergy, education in destinations, open discussions on important issues, adoption of certain solutions and their realization are primarily important. That way, step by step, great progress can be made," Šimičić said.
IQM Destination team member, Anamarija Cicarelli she said that the results so far in terms of the quality of the destination are encouraging, and that there are upcoming activities that will lead to an increase in the quality of the tourist offer in the whole of Montenegro, which will of course affect all subjects in tourism.
"So far, the results of the pilot project for two destinations show that the average guest satisfaction in the last three years is at the level of 88/100 (the highest possible 100/100) based on 17.785 guest opinions. These are reviews collected on online travel platforms, such as Google maps, Tripadvisor, Booking.com, Expedia and HolidayCheck. Standardization is also of great importance for all subjects in tourism, which can standardize and improve the quality of the entire destination. In this sense, a better synergy between tourism entities is necessary," said Cicarelli.
Director of LTO Mojkovac, Radonja Vuković, pointed out that such and similar projects are important for the development of the tourist product of both Montenegro and Mojkovac itself.
"What is important to us is that we can acquire new knowledge in the field of tourism at such projects and lectures and later apply it in practice. Everyone knows the hospitality of our people, and now it's up to us to help our people present it to tourists in the right way. NTO really deals with local tourism organizations, especially LTO from the north of Montenegro. It is precious to us. It is important that we know that we have someone who will help us in marketing our products, as well as in advertising them," said Vuković.
The representative of LTO Herceg Novi has a similar opinion. Dalibor Vuković, who adds that this is a way to implement some new knowledge in our tourism products.
"What pleases me the most is that we are talking about integration here, we are talking about the creation of values that will be implemented at all local levels. That is what is most important in this story, that we act less locally and more as a whole, that is, as a tourist product of Montenegro. Precisely this integration, cooperation between different sectors in tourism, creation of different tourist products, creation of a stronger identity and recognizability is the way for all of us to rise to a higher level", concluded Vuković.
Organization Feel IQM, which implements this project for the needs of NTO Montenegro, is an associated member of the World Tourism Organization and the World Council for Travel and Tourism, and is the holder of numerous award-winning projects in the world.
