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M-Sphere
I n t e r n at I o n a l
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M u lt I d I s C I p l I n a r I t y
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Based on pointed concept it is possible to create »Communication Effectiveness Grid (CEG)«18 in order to find optimal communication mix.
3. THE ROLE OF INFORMATION SOURCES IN POSITIONING TOURIST DESTINATION OF MONTENEGRO 3.1. Methodological notes Research database was formed by following source: 1. »Tourism Development Strategy of Montenegro by 2020«, realized in 2008, by Ministry of Tourism and Environment of Montenegro as key strategy document regarding long term tourism activities. 2. »Guest Survey Montenegro 2010«, realized in 2010, by National Tourist Organization of Montenegro as continuously research about attitudes of tourists regarding tourist destination Montenegro. Respondents were tourists visiting Montenegro that were located in different parts of Montenegro and stayed in various types of accommodation based on minimum one day and more. Sample consists of 1442 respondents in Northern, Central and South part of Montenegro. The most of respondents (76, 8%) were located in Southern part, 16, 9% were located in Central and 6, 2 % were located in Northern part of Montenegro. Collected data were processed through and it is considered as a frame for observation the level of mutual relations among some information sources and positioning statements which are realized through communication channels regarding the position of destination such as Montenegro. Specific characteristics of such destination could be interesting base for drawing some research implications and paper conclusions. Research process was divided in three phases: 1. Analysis the main characteristics of tourist destination of Montenegro from positioning point the view using stated key strategy document... 2. Forming the travel profile of respondents, on the selected resource markets using the stated research. 3. Analysis the travel profile data regarding to main positioning statements and information sources. With purpose to examine travel profile and realize the analysis it have been selected three source markets: Bosnia and Herzegovina, Russia and Serbia which make approximately 60 % of market share. Those are most important source markets for destination Montenegro in short-term period. Picking the individual source markets as bases for profiling, there is more precise data and could be drawn more applicable conclusions regarding the optimal promotional mix and fitting the best marketing position. There are few variables in mentioned questionnaire survey which are expressed as attitude or level of perception about some question, such as travel motive, price positioning, revisit intention, importance about information sources, etc. Variables presented as travel motive are: price-quality ratio, discover the country, information material, nature and landscape, possibility to hike and bike, vicinity to my country, previous visit. Travel motive variable is formulated by interval Likert scale: 1-fits perfectly; 2-fits mostly; 3-barely fit; 4-it does not fit; 5-don’t know. Price positioning is formulated by interval Likert scale: 1-convenient prices; 2-normal prices; 3-it is rather expensive; 4-very expensive; 5-don’t know, can’t say. Revisit intention is, also, formulated by interval Likert scale: 1-definately yes; 2-probably yes; 3-Probably no; 4-Definately no. In question about information sources, multiple answers were possible. Ranking importance of individual information sources by percentage of respondents who use specific source is organized through several categories such as: less than 5 % - unimportant; 5-10 % - barely important; 10-20 % - somewhat important; 20-30% - important; 30-40% - very important; 40 % and more – extremely important.
3.2. Analysis the main positioning elements of destination of Montenegro According to »Tourism Development Strategy of Montenegro by 2020« there are few key elements of general destination identity, which is formulated by SWOT analysis presented in stated strategy.19 By SWOT analysis tourist product of Montenegro could be summarized, such as:
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d u B r o v n I k , C r o at I a
04.-06. 10. 2012.