ANALYSIS OF THE USE OF DIGITAL TECHNOLOGIES IN MONTENEGRO’S TOURIST OFFER ON THE EXAMPLE OF A HOTELS IN BAR

Abstract

This paper presents an analysis of the current state of the use of digital technologies by the categorized
hotel accommodation providers in the Municipality of Bar. The concept of SMART tourism and
the use of digital technologies in tourism implies networking of tourist content throughout the
country towards getting “smart experience” from local community and creating “smart business
ecosystem”. Hotels at the locations need to take advantage of new technologies and include various
business, sociocultural, psychological and educational components. Following was analysed: the
quality of the internet presence, the level of networking with the local tourist businesses, the use
of logistic innovations in tourism and the intensity of the use of social networks. The goal was to
identify the level of current digital recognition and the degree of use of information technologies
to point out the unused potential for the development of entrepreneurship in the hotel industry.