Abstract
Abstract Background: The tourism cluster-approach is considered to be an appropriate strategy in emerging economies and less developed areas. Due to scarce resources and a great number of structural problems of rural areas in Montenegro, uniting all stakeholders and attractions into a competitive tourism cluster would ensure that the area could operate and become an effective and efficient rural tourism destination. Objectives: The objective of this paper is to highlight the key challenges of rural tourism clustering and provide new data and a wider understanding of the tourism-cluster approach in Montenegrin rural areas. Methods: Using the extensive literature, available secondary data from government bodies, NGOs, foreign development agencies, relevant international organisations and primary data collected from rural tourism operators in Montenegro, the paper investigates key challenges and factors associated with (in)efficiency of Montenegrin theme trails. Results: Several management and marketing issues are identified regarding the cluster approach implementation. Special importance and significance of information technologies and intelligent systems have been recognized in sense of cost-effective marketing implementation. Most Montenegrin trails are still in the first phase of cluster development, whereas just two of them have experienced a significant improvement in cooperative behaviour. Conclusions: Key benefits of the cluster approach are noted and clearly defined, but in the case of the Montenegrin rural tourism sector, these potentials are still, to a large extent, underused.
Highlights
Further development of Montenegrin tourism sector represents a strategic challenge due to increasing insecurity generated by the global economic crises, technology development, international competition, changes in tourism behaviour patterns and other factors that influence on more dynamic and changing global economic and business situations (e.g.Vol 4 No 2 / September 2013Holloway et al, 2006; Cooper et al, 2005)
According to extensive literature (e.g. Hall et al, 2005; Demonja et al, 2011; Sidali, 2011), rural tourism destination is based on a complementary tourist product, consisting of several partial products integrated in final experience which is offered to visitors
This paper especially focuses on the conceptual basics of clusters in rural tourism, key benefits and challenges of clustering and specifics of theme trails as basic forms of clustering in rural tourism
Summary
Further development of Montenegrin tourism sector represents a strategic challenge due to increasing insecurity generated by the global economic crises, technology development, international competition, changes in tourism behaviour patterns and other factors that influence on more dynamic and changing global economic and business situations (e.g.Vol 4 No 2 / September 2013Holloway et al, 2006; Cooper et al, 2005). Hall et al, 2005; Demonja et al, 2011; Sidali, 2011), rural tourism destination is based on a complementary tourist product, consisting of several partial products (e.g. accommodation, transport, food, trade, attractions etc.) integrated in final experience which is offered to visitors These individual tourism businesses are strongly interdependent and interrelated, so their collaboration is condition sine qua non for their further development. Methods: Using the extensive literature, available secondary data from government bodies, NGOs, foreign development agencies, relevant international organisations and primary data collected from rural tourism operators in Montenegro, the paper investigates key challenges and factors associated with (in)efficiency of Montenegrin theme trails. Conclusions: Key benefits of the cluster approach are noted and clearly defined, but in the case of the Montenegrin rural tourism sector, these potentials are still, to a large extent, underused
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