The role of local community in the marketing planning for sustainable tourism National Park Skadar Lake (Montenegro)

Abstract

The relationship between local community and tourism sector is an important issue in the marketing management of tourist destinations in theoretical and practical terms. It is especially important to consider specific issues relating to sustainable tourism marketing process and the participation of local people in the process. The subject of this work is to determine the existence of significant differences in the local community attachment and involment that may affect the marketing plan in offering different types of sustainable tourism in the National Park 'Skadar Lake'. The research was conducted using a survey on a sample of 51 households in the stated area, using few statistical method for processing data (The T-test for independent samples; ANOVA). Examined: the perceived importance of the supply of sustainable forms of tourism; attitude towards tourists / visitors and the perception level of tourism marketing trends. Testing the validity of the hypotheses noted the following. Rejection of Hypothesis 1 clearly states that men and women do not have clear differences of opinions regarding the development of sustainable tourism offers. Partially confirmed Hypothesis 2 showed a more significant difference in the positive attitudes of the middle-aged group, which indicates the need for careful marketing communication in relation to other age groups. Confirming the Hypothesis 3 has highlighted the clearer perception of local residents who are employed in the tourism sector about the advantages and disadvantages of tourism development. The Hypothesis 4 regarding significant monitoring of the developments in the tourism market of highly educated residents and resident-employees in the tourism sector, public services, culture and education in relation to other comparable groups has been confirmed. The rejection of the Hypothesis 5 shows that the place of residence does not significantly affect the views of local residents about the development of sustainable tourism offers. Marketing planning the sustainable tourism have to be based on the desired relation to meeting the needs of tourism consumers and meeting the basic interests of the local population in protected areas. The key issue is to find an institutional approach in the community that ensures more comprehensive marketing plan.