TOURIST DESTINATION STRENGHTS AND OPPORTUNITIES: IS MONTENEGRO READY FOR CHINESE TOURISTS?

Abstract

Since Chinese outbound tourism currently
represents the largest outbound tourist
market, the opportunities for tourism of
Montenegro in the Chinese tourist market
should be certainly examined.
The aim of this paper is to analyze the
relevant data about Chinese tourists who
are visiting Montenegro: their specific demographic
characteristics, travel habits
and main motivation, but also to identify
the possible ways to increase the number of
Chinese tourists in Montenegro in future.
For the purpose of this paper, two years
long empirical research was conducted
among Chinese tourists in Montenegro with
the help of questionnaire. Several interviews
with representatives of tourism sector
in Montenegro were carried out as well.
The authors have concluded that only
after the total adjustment of Montenegro
tourist offer to the Chinese tourists’ preferences,
Montenegro could be completely
ready for intensive acceptance of Chinese
tourists. What’s more, in order to attract
larger number of Chinese tourists, the effective
marketing policy of Montenegro as a
tourist destination should be created in that
direction and as well the specialized tourism
promotion at the Chinese market should
be carried out.