Director of NTO Montenegro, Ana Tripkovic Markovic PhD, pointed out that this research is a valuable tool that provides guidelines for further improvement of the tourist offer.
"For NTO Montenegro, the results 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 guide identifying priority markets, directing marketing campaigns, and developing products and services. 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, on a sample of 4,336 examinees, showed that tourists rate the quality of the offer as very good (4) and even 94.4% of them would highly 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.
The research showed 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 to increase the competitiveness of Montenegro on the tourist market, especially when it comes to traffic availability and infrastructure", said the executive director of the Ipsos company, Vladimir Raičević.
