INNOVATION IN TOURISM AS A MODEL OF RECOVERY IN THE POSTPANDEMIC PERIOD

Abstract

The COVID-19 virus pandemic has influenced tourism policy makers to change
their decisions and management methods due to the new challenging situation.
The inability to establish normal tourism business, due to difficult mobility of
tourists and unfavorable epidemiological situation, has led to finding various
innovative solutions that could help improve results in tourism. In addition to
improve the current situation, the innovations introduced during the pandemic
were aimed at bringing certain changes in the coming period, when the tourism
industry is not burdened by the pandemic, which will accelerate the growth
of the tourism economy. The main goal of this paper is to point out certain
models of implementation of innovative solutions, which could affect the more
dynamic development of tourism in Montenegro. The subject of research in this
paper are innovations in tourism and their application with special reference
to Montenegro. Montenegro has not yet fully recognized the importance of
introducing innovations in tourism, so the next period should be dedicated to
their implementation. The tourist offer of Montenegro should be enriched by the
introduction of new specific forms of tourism, in order to adequately meet the
demands of the main emitting markets. In addition to the innovative tourist offer,
solutions should be sought in the integration of digital and virtual technologies
into marketing functions, because the modern tourist business is increasingly
relying on these technologies. Research has shown that it is necessary to work on
creating new strategies and plans that will more studiously deal with this issue.