SELECTIVE FORMS OF TOURISM: A CHALLENGE FOR DESTINATION MANAGEMENT IN MONTENEGRO

Abstract

In the contemporary context of tourism industry development, selective forms of tourism are becoming an increasingly important instrument for achieving sustainable and diversified tourism growth. The aim of this research was to examine the role and significance of selective tourism forms in enhancing the competitiveness of Montenegro’s tourism offer, as well as to identify the key challenges faced by destination management. Through theoretical analysis and empirical research conducted among local and national tourism organizations (LTO and NTO) and destination management companies (DMC), a strong correlation was found between the quality of destination management and the strategic orientation towards the development of selective tourism forms. Using descriptive statistics, correlation analysis and ANOVA test, the study confirmed the main hypothesis that the quality of destination management depends on a clearly defined strategy for the development of selective tourism. The results indicate that destinations with better management practices achieve greater offer diversification and demonstrate a better understanding of the need to develop tourism products in line with modern trends—such as ecotourism, cultural tourism, eno-gastro tourism, wellness, and business tourism. Based on the findings, it can be concluded that Montenegro’s current tourism offer is not sufficiently aligned with the available resources and the specific demands of modern tourists, which directly contributes to pronounced seasonality and reduced destination competitiveness. The study’s recommendations include the revision of strategic documents, strengthening institutional cooperation among stakeholders, improving infrastructure support, and developing a branding strategy for selective forms of tourism. Special emphasis is placed on the need for an integrated approach that combines resources, stakeholder interests, and modern promotional tools, with the goal of positioning Montenegro as a recognizable and sustainable destination for specific market niches.