Strategic management of tourism in the national parks: Case: National Park Skadar Lake

Abstract

In this paper we will try to prepare strategic analysis in order to give right guidelines for national park's management. We are going to analyze National Park Skadar Lake as a tourist destination. We will use different strategic tools for proper analysis such as Life Cycle Concept, Boston Consulting Group Matrix, Ansoff Matrix, and McKinsey matrix. A strategy that involves penetration of the market would be desirable in the case of developing excursion, cultural - religious tourism, event tourism, hunting and fishing tourism, and wine tourism. Furthermore, market diversification is essential when it comes to new tourist products such as eco-tourism, rural tourism, scientific research, MICE tourism, golf and camping tourism, while the transformation of existing and introduction of new tourist products is expected within the sport - recreational, health, culture, excursions, wine tourism, etc. The paper will provide a framework for future research in the field of strategic management of tourism development in national parks. This topic has not yet been thoroughly analyzed and it is expected to serve as the basis of a strategic plan for managing tourism in the National Park Skadar Lake and / or as an incentive for researchers to enter more deeply into the issue.