National Tourism Organization of Montenegro (NTO CG), as part of the project of Integral quality management in the destination, it has been measuring online reputation for Kotor and Cetinje for five months.
The latest results for Cetinje show an extremely high rating of quality in all segments of the tourist offer by guests. The results are based on guest reviews, which were collected during the previous 10 months on online travel platforms, such as: Google maps, Tripadvisor, and Booking.com, Expedia, HolidayCheck...
Based on 3 collected reviews, the level of quality in the destination Cetinje was rated 436/91 (the highest possible 100/100).
Within this project, special segments of the tourist offer were analyzed. Thus, the tourist attractions were commented on and rated with 93/100 based on 2.029 comments, which represents an excellent result. The largest number of positive comments concern the village of Njeguši, the Mausoleum of Bishop Danilo, the Njegoš Mausoleum, the Lovćen National Park, the Cetinje Monastery, and the Ethnographic Museum.
When it comes to private accommodation, reviews show that it is highly rated. Based on 995 reviews, the guests rated the quality of private accommodation with a high 94/100, and in particular positively commented on the price-quality ratio, excellent location, comfort and level of cleanliness. The excellent service, friendliness, accessibility, and professionalism of Cetinje restaurateurs stand out as highly rated components. Special attention is drawn to the courtesy segment as the primary impression during the visit.
This project aims to improve the quality level of the offer in the destination, therefore the results of the online reputation analysis also identify key shortcomings in the offer. Based on the previous analysis for Cetinje, it was observed that it is necessary to develop hotel capacities and wellness offer.
Along with the measurement of online reputation, as part of the project of integral quality management in the destination, a survey of the population of Cetinje regarding the development of the destination was carried out. Respondents were asked to give an assessment of the tourist offer and the current development of tourism, identify key challenges in tourism, in order to get a complete picture of the satisfaction of the residents of Cetinje with the state of tourism.
The results of the survey show that the largest number of respondents (61%) believe that the current development of tourism has a positive impact on the local community and rate it with 3,4 (the highest rating is 5). As the best elements of the tourist offer, they highlight: events, quality of service, tourist attractions and private accommodation. As competitive advantages of Cetinje, the surveyed population mentioned: good geographical position, proximity to the sea and two national parks in a small territory.
In the survey, they were also asked to state how visitors describe Cetinje, and most of the comments concern friendliness and numerous cultural sights, which was also recognized through the measurement of online reputation.
When it comes to information about the tourist offer in Cetinje, the results of the survey show that the population has the most information about national parks and the offer of accommodation, and that there is room for improvement in having more detailed information about panoramic trails and bird watching. The largest number of respondents see the importance of eco, active and cultural tourism, while 21% of them believe that there is great potential for the development of health tourism. The majority recognizes the importance of year-round tourist content and believes that it is necessary to work on the improvement of year-round tourist products.
Respondents identified infrastructure, the opening of new hotels and connecting all participants in tourism as the biggest challenges to the development of tourism.
The results of the survey and measurement of online reputation are of great importance for the further implementation of the integral quality management project in the destination, which in addition to these activities also includes marketing analysis for the tourism industry, free education for all participants in tourism, development of standards for services and products in tourism, and all in order to improve the quality of the destination.
