THE ROLE OF INFORMATION SOURCES IN POSITIONING TOURIST DESTINATION OF MONTENEGRO DARKO LACMANOVIĆ ABSTRACT The main goal of this article is to identify the role of information sources in positioning tourist destination of Montenegro. Tourist consumers position tourist destination in their minds. Do marketers want to leave this process to random sequence of decisions under total influence of consumer? Marketers have to plan position which could provide the best competitive advantage to their destination on the selected tourist markets. It is noticed that particular instruments have to be isolated in communication mix that has significant influence on visitor's perception. Exploring the information sources in relation to the different aspects of destination positioning it could be defined frame for optimum promotional mix. By choosing the most effective promotional instruments it is possible to create successful destination positioning. Information sources will be estimated regarding to destination positioning by researching different group of tourists. The research results will be analysed and some implication will be offered. KEY WORDS: Tourism marketing, Tourist destination, Promotional mix, Positioning 1. INTRODUCTION The main goal of this article is to identify the role of information sources in positioning tourist destination such as Montenegro. One of the important tasks for destination management organizations is to find ways to analyze influence of information sources in level of accepting or rejecting positioning themes in order to achieve an adequate position on the market. This article is divided into two parts: an introduction and conclusion. Introduction section presents the aim, subject matter and contents of the article. In the first part, theoretical background and previous research is discussed about process of destination positioning and diverse aspect of information sources in that process. In the second part, the research results about key identity characteristics and positioning statements of destination of Montenegro will be presented by taking into account the travel profile and information sources for main source markets with research implications. In the conclusion, we will try to state the role and the level of importance of information sources regarding to positioning statements with the purpose to create more efficient communication channels.
2. THEORETICAL BACKGROUND Positioning is one of the most used concepts in marketing literature. Applying the concept of positioning it is possible to find out such competitive advantage on target markets and try to effective serve it. Searching for the best solutions consumers in lack of time and faced with numerous and similar products, have to recognize one which best fit their requests. They are looking for desired product's attributes at the moment. Consumers should be aware of product by first association when thinking about some benefit or desire. Positioning could be explained as»the way the product is defined by consumers on important attributes - the place the product occupies in consumers' minds relative to competitive products«. 1 As M. Milisavljević, note»positioning go further than differentiation, positioning create sense of difference. The purpose of positioning is to create and maintain distinctive place for company and its products in consumer's mind«. 2. S. Hudson consider positioning as»communication strategy that is natural follow-through from market segmentation and target marketing«. 3 D.C. Arnott claims that:»... positioning is the deliberate, proactive, iterative process of defining, measuring, modifying and monitoring consumer perceptions of a marketable object...«. 4 By discussing about tourist destination positioning, O. Bakić, emphasize that destination through strategy of profiling the image try to find optimum position in the minds of consumer, and by his opinion»in this context, positioning, nevertheless is a logical continuation of the process of segmentation, while creating a positive image of the predetermined segment of consumers.«he also stress that positioning create image about product, contain a promise about product, and provide the foundation for battle with competition. 5 Main result of positioning is distinctive image for products or services in relation to other at market place. Choosing the main differences marketers are aware that making difference produce costs at same time as creating profits which leads to successful or unsuccessful decisions. To avoid bad decisions marketers simply looking for unique selling proposition (USP) as»a feature of product that is so unique that it distinguishes the product from all other products«6. They are claiming for attribute such as: Number one in...! which leads to communication issue such us finding a way how to express idea about the distinctive and superior product characteristic, such as the best solution for vacation in... Once formed, destination positioning has to be supported by consistent messages through communication channels, in order to keep it in long term. 1 Kotler, P., Bowen, J. and Makens, J. (2010.). Marketing for Hospitality and Tourism, 5 ed, Pearson Prentice Hall Inc, New Jersey, pp. 213. 2 Milisavljević, M. (2006.). Strategijski marketing, Centar za izdavačku djelatnost Ekonomskog fakulteta u Beogradu, Beograd, pp. 241. 3 Hudson, S. (2008). Tourism and Hospitality Marketing, Sage, London, pp. 96. 4 Blankson, C. and Kalafatis, S.P. (1999.). Issues and challenges in the positioning of service brands: a review. The Journal of Product and Brand Management, 8(2), pp. 106; in: Arnott, D.C. (1993).»Positioning: redefining the concept«, Warwick Business School Research Papers, 8, pp. 24. 5 Bakić, O. (2009.). Marketing menadžment turističke destinacije, 4.izdanje, Univerzitet»Educons«, Novi Sad, pp. 124. 6 Hudson, S. (2008). Tourism and Hospitality Marketing,..., op.cit., 98.
S. Pike, notes that»a major challenge facing DMOs therefore is achieving differentiation against the myriad of competing places offering similar features, by positioning their destination into consumers' decision sets«. DMO's have to design»a succinct theme to cut through the noise of competing places offering similar attractions and be noticed by the right audience, for the right reasons, at decision time«. 7 The main problem in positioning destinations is to select adequate and distinctive attributes that are useful and applicable in decision making process. Many interesting attributes, such as beautiful legends about some sites are not enough usable in communication process due to complex story or unknown characters. Positioning has to be based on processes that connect destination identity to destination image. Tourist destinations design the identity, but tourist consumers, when they have created the sum of beliefs, are forming the image. There is gap in both processes so that there have to be created an adequate communication strategy to find right position. There is strategic approach to constitute right market place position. Applying the positioning concept in the management of a tourist destination, O. Bakić suggests the following steps: 8 1. Determining the current situation in comparison with key competitors and selection the relevant segment for research. 2. Determining the direction in which the image will be built 3. Planning positioning strategy (development of promotional mix) 4. Implementation of the strategy of positioning Seeking for best positioning options it could be realized from producers or consumer s points of views that mean looking for position on consumer values-based strategy or product attributes-based approach. S. Pike 9 argue that more effective approach is consumer value-based positioning strategy, using the combination of the Repertory Test and Laddering Analysis in order to understand how consumer values which motivate decision making process is linked to destination attributes and benefits. Method is aimed to presents»how cognitive attributes (A) are perceived to provide benefits or consequences (C), which in turn satisfy personal values (V). The output is an A-C-V hierarchy showing linkages between attributes, consequences and values«10. At the one of the conclusions in Pike, S. research 11 it is emphasized that positioning theme focussing on personal value could appeal to a broader range of tourists than positioning based on cognitive attributes. Tourist's habits and preferences could be used in accessing the optimal destination position as it presented in Z. Liu, J.A. Siguaw and C.A. Enz research 12. Research was framed by concept of destination life cycle. 13 Depending on destination's position on the life cycle continuum it could be categorized the prevailing psychographic type of tourist who is more interested to visit destination. 7 Pike, S. (2012.). Destination positioning opportunities using personal values: Elicited through the Repertory Test with Laddering Analysis, Tourism Management, 33, pp.100-107; 8 Bakić, O. (2009.). Marketing menadžment turističke destinacije,...,op.cit., pp. 126. 9 Pike, S. (2012.). Destination positioning opportunities using,..., op.cit. pp. 100-107. 10 Ibidiem, pp. 100-107. 11 Ibidem, pp. 100-107. 12 Liu, Z., Siguaw, A.J. & Enz, A.C. (2008.). Using Tourist Travel Habits and Preferences to Assess Strategic Destination Positioning: The Case of Costa Rica. Cornell Hospitality Quarterly, 49(3), pp. 258-281. 13 Ibidem, pp. 258-281.; in Plog, S.C. (2001.). Why destination areas rise and fall in popularity: An update of a Cornell Quarterly classic. Cornel Hospitality Restaurant and Administrative Quarterly, 42(3), pp. 13-24.
There are five types of tourists, based on comfort they desire and how to intrepid their travel preferences: Dependable (psycho centric), Near-Dependable (near-psycho centric), Mid-centric, Near- Venture (near-alocentric), and Venture (alocentric). 14 Confronting the chosen destination attributes with tourist s habits and preferences it could be built adequate position regarding the right positioning theme or message and destination image. Well created positioning themes in accordance with destination image have to be delivered to the tourists. First impressions about tourist products or destinations are produced by various images received through numerous communication channels. Using communication channels in order to deliver adequate positioning theme, DMOs try to encourage future tourist behaviour knowing as it possible tourist values and attitudes. There is significant relationship between values and attitudes and values and behaviour 15, which means that better understanding of tourist values and attitudes is, it is more precise future behaviour projection. On the part of tourist side there is perception about information sources importance in decision making process. Tourists have to choose the most accurate and credible information source to be sure in his decision. DMOs have to evaluate role of information sources in tourist's decision making process regarding to actual positioning statement and strategy of positioning in general. There are few potential situations that could threaten clear positioning, such as: 16 a) Under positioning, when destinations failure to position at all b) Over positioning, with creating narrow picture about destination, and c) Confused positioning, giving to tourists confused image about destination Preparing an accurate and clear positioning theme, DMOs should influence on tourist's perception by choosing adequate or most popular communication channels. The role of information sources has been discussed, by G McCartney, R. Butler and M. Bennett 17, in order to connect valid information source and level of visitor's perception regarding to some aspect of tourism offer in destination. It is noticed that in communication mix have to be isolated particular instruments that has significant influence on visitor's perception. It could be connected any promotional actions with tourist's decision to choose certain tourist destination. Concept is presented with figure 1. Figure 1. Reaching an optimum communication mix 14 Ibidem, pp. pp. 258-281. 15 Pike, S. (2012.). Destination positioning opportunities using,..., op.cit. pp. 100-107.; in Rokeach, M. (1968-1969.). The role of values in public opinion research, The Public Opinion Quarterly, 32(4), pp. 547-559. 16 Kotler, P., Bowen, J. and Makens, J. (2010.). Marketing for Hospitality and Tourism,..., op.cit., pp. 218. 17 McCartney, G., Butler, R. and Bennett, M. (2008.). A Strategic Use of the Communication Mix in the Destination Image- Formation Process. Journal of Travel Research, 47(2), pp. 183-196.
Source: McCartney, G., Butler, R. and Bennett, M. (2008.). A Strategic Use of the Communication Mix in the Destination Image-Formation Process. Journal of Travel Research, 47(2), pp. 183-196 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 18 Ibidem, pp. 183-196.
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: a) Strengths: -diversity of tourism offer in a small space -climate and geography -natural values -cultural and historic heritage -hospitality of local residents -food and beverage 19 Ministry of Tourism and Environment, (2008.). Tourism Development Strategy of Montenegro by 2020. year, Montenegrin Government, Ministry of Tourism and Environment, Podgorica, pp. 28.
-new destination -well developed ICT infrastructure -vicinity to the most significant European source markets b) Weakness: -unsatisfactory hotel facility structure -non-integrated tourism offer -unrecognizable tourist product -low level of service quality -impurity -inadequate supporting infrastructure -insufficient access by air traffic On the base of actual and expected frame in process of shaping tourist destination integral product which is desirable for tourist consumers, there are several identity components: 1. Nature, climate, geography, small space. Sea, mountains, lakes and rivers in one day tour. 2. History, culture, tradition, festivals. Multiculturalism, three main cultures (Orthodoxy, Islam and Catholicism), exceptional cultural and historical heritage, diversity of local customs, festivals organized throughout the year. 3. Accommodation facilities, hospitality industry, food and beverage, entertainment, casino. Hotels and similar establishments mostly located at coast, other collective accommodation establishments are dominant in general accommodation structure, mainly medium and low category hotels (three stars and below), variety of types of restaurants and entertainment venues. 4. Excursions, attractions, recreation & sport, spa & wellness. National Parks and nature parks. Organized activities in different regions of destination (coastal and mountain) such as: sailing, diving, skiing, mountaineering, hiking & biking, rafting, hunting, fishing. Specialty hotel s offers such as spa & wellness. 5. Transport accessibility. Regional source markets are accessed by own car, bus, train, and air plane on a daily basis. Medium and long distance markets are accessed mostly by airplane. Internal transportation infrastructure is below expected. Internal connection coast mountains through two main directions on half daily basis, traffic congestion during the tourist season. 6. Hospitality, utility infrastructure, cleanliness, signification, information provided, environment protection. High level of general hospitality. Utility infrastructure below expected. Cleanliness, signification and information provided below expected. Environment protection below expected. Traditional hospitality, overloaded space construction (Budva for example), occasional energy and water supply problems, illegal dumps, environmental protection legislation. 7. Tourist destination marketing positioning. Montenegro as a new, destination brand with scenic variety and beauty and regional identities, forming USP in comparison to the main competitors. The main positioning statements:»montenegro Wild Beauty«,»Green Montenegro«,»Experience Wild Beauty«,»Gifts & Flavours of Nature«,»Summer to Remember«,»Summer in action«,»summer for a vacation«,»summer with friends«,»find Treasure«,»Sweet & Salt«,»Close close Montenegro«,»Montenegro The Next Place to MeetBreathtaking Montenegro«,»Wilderness Biking Montenegro«,»Called the sea Montenegro«. There are a lot of positioning statements which could be understood on the different way regarding to important source markets. Expected identity of tourist destination Montenegro could be interpreted as»wild Beauty«, which is main positioning statement, emitted through various promotional instruments.
3.3. Travel profile of main source markets The general demographic and travel profile of respondents is presented by table 1. Table 1. the general demographic and travel profile of respondents Characteristic Age Household monthly income before tax ( ) Number of previous visit to Montenegro Revisit intention Bosnia and Herzegovina Russia Serbia %; n= 95 %; n= 135 %; n= 661 *Data *Data *Data Survey census Survey census Survey census 18-25 40,40 22,17 9,80 18,07 38,40 13,57 26-35 31,90 22,59 25,80 18,68 32,10 12,87 36-45 11,70 18,82 27,30 15,94 16,40 13,90 46-55 4,20 14,12 25,80 18,94 7,80 17,21 More than 56 11,70 22,30 11,40 28,37 5,20 42,45 Low level income Low-Mid income level High-Mid income level Less than 400 1,05 1,48 5,75 400 to 900 13,68 2,96 18,91 900 to 1.200 16,84 2,96 20,42 1.200 to 2.000 24,21 25,93 20,57 2.000 to 3.000 8,42 31,11 7,26 3.000 to 4.000 2,11 16,30 1,06 High income 4.000 to 5.000 0,00 2,96 0,30 level 5.000 and more 0,00 0,74 0,15 1 time 2,5 29,3 1,3 2 times 13,6 29,3 6,0 3 times 18,5 19,5 8,1 4 times 8,6 4,9 8,7 5 times 9,9 2,4 12,8 6 to 10 times 27,2 7,3 25,3 11 to 15 times 7,4 4,9 7,4 16 to 20 times 9,9 2,4 6,3 More than 21 times 2,5 3,3 More times 9,8 Don t know exactly 11,0 Definitely yes 42,1 49,3 51,4 Probably yes 51,6 41,0 45,2 Probably no 6,3 9,0 2,9 Definitely no - 0,7 0,5 Source: 1. CEED Consulting, (2010.). Guest Survey Montenegro 2010, National Tourist Organization Montenegro, Podgorica. 2. Data census: a) Bosnia and Herzegovina, Federal Office of Statistics, Statistical Year Book 2011;http://www.fzs.ba/saopstenja.htm [Accessed the 16 th June 2012, 8:39 Am]
b) Russian Federation, Federal State Statistics Service, Russia in figures 2011; http://www.gks.ru/wps/wcm/connect/rosstat/rosstatsite/main/publishing/catalog/statisticcollections/doc _1137674209312 [Accessed the 16 th June 2012, 8:39 Am] c) Republic of Serbia, Statistical Office of the Republic of Serbia, Statistical Office Databases; http://webrzs.stat.gov.rs/website/public/advancedsearch.aspx [Accessed the 16 th June 2012, 8:39 Am] There are a few important characteristics by specific source markets. Tourists from Bosnia and Herzegovina and Serbia are younger than from Russia, taking into account percentage of respondents aged 18 35 yrs (70 % in relation to 35 %). Comparing the data census with survey it is clear that young people aged 18 45 yrs more travel than people aged 36 55 yrs and more than 56 yrs in Bosnia and Herzegovina and Serbia (except those people aged 36 45 yrs in Bosnia and Herzegovina); and people aged 26 55 yrs more travel than people aged 18 25 yrs and more than 56 yrs in Russia. Tourists from Russia have higher household net income than tourists in Bosnia and Herzegovina and Serbia according to proportions that respondents with income from 400 to 2000 in Bosnia and Herzegovina and Serbia taking apart at 55 60 % against 47,4 % respondents with income from 2000 to 4000 in Russia. Respondents from Bosnia and Herzegovina and Serbia are more loyal to the destination of those from Russia, concerning the participation of 25-27 % of respondents from Bosnia and Herzegovina and Serbia who made 6 to 10 previous visit in comparison to 58, 6 % respondents from Russia who made 1 to 2 previous visits. Revisit intention is stronger for respondents from Russia and Serbia in comparison to Bosnia and Herzegovina. The trends of market growth regarding the destination of Montenegro are given by table 2. Table 2. Trends of market growth in Montenegro International overnights Market share (%) Country 2007 2010 Change (%) 10/07 2007 2010 Bosnia and Herzegovina 703472 731633 4,00 10,92 10,49 Russia 789497 1217978 54,27 12,25 17,45 Serbia 2644312 2097051-20,7 41,04 30,05 Total international overnights/total market share 6443485 7818803 21,34 64,21 57,99 Source: Statistical office of Montenegro-MONSTAT, (2012.). Statistical Yearbook 2011, Podgorica, pp.170. Observing the number of overnights on the selected source markets regarding the destination Montenegro in period 2007 2010, it could be noticed stagnation at Bosnia and Herzegovina market, rapid growth at Russia market and strong decline at Serbia market. Total market share is also declining in contrary to total international overnights growth, what it means that other markets are growing faster. Travel motives are given by table 3. Travel motives are expressed by median values, formulated by interval Likert scale as previous mentioned; and ranking of main activities is based on variable frequency of 30 activities with possibility to pick up only one activity (see the appendix 1).
Table 3. Travel motives and main activity during the holiday Travel motives Main activity during the holiday Bosnia and Herzegovina Russia Serbia price-quality Fits mostly Fits mostly Fits mostly ratio discover the Barely fits Fits mostly Barely fits country information It does not fit Barely fits It does not fit material nature and Fits perfectly / Fits Fits perfectly Fits mostly landscape mostly possibility to It does not fit It does not fit It does not fit hike and bike vicinity to my Fits mostly It does not fit Fits perfectly country previous visit Fits mostly Fits perfectly Fits perfectly First ranked activity Swimming Swimming Swimming Second ranked Visiting friends and Cultural Going to discos/night activity /or relatives sightseeing clubs Cultural sightseeing Third ranked /Going to discos/night Visiting friends and activity clubs Others /or relatives Source: CEED Consulting, (2010.). Guest Survey Montenegro 2010, National Tourist Organization Montenegro, Podgorica. Travel motives are same only in case of price-quality ratio, which is interesting in comparison to price positioning. Respondents from Bosnia and Herzegovina and Serbia are barely fitted with motive of discover the country and respondents from Russia are mostly fitted with it. There is almost same answer about information material as travel motive with small exception of Russia. Nature and landscape is the most appropriate travel motive for all respondents with certain dilemma from Bosnia and Herzegovina. Possibility to hike and bike is the most unfavourable travel motive for all respondents without any exceptions. Vicinity to my country and previous visit are very strong motives for respondents from Serbia and Bosnia and Herzegovina, much stronger for Serbia. Vicinity to my country is most unfavourable and previous visit is most appropriate travel motive for respondents from Russia. First ranked main activity during the holiday is same for all respondents. Second and third ranked activity is diverse with more similarities among Bosnia and Herzegovina and Serbia (visiting friends or relatives and going to discos/night clubs) than Russia. Average spending and price positioning are presented in table 3.
Table 4. Average spending and price positioning Average spending per package tour Price positioning Package tour per person in Package tour per person and per day in Total number of persons in package tour Bosnia and Herzegovina Russia Serbia 314,3333 755,1887 377,2018 33,4671 79,0795 55,4455 3,2000 2,3396 1,8922 Bosnia and Herzegovina Russia Serbia %; n= 95 %; n= 135 %; n= 661 Convenient prices 2,1 7,4 1,1 Normal prices 47,4 80,0 43,1 It is rather expensive 40,0 8,9 45,1 Very expensive 10,5 3,0 9,8 Don't know, can't say 0,7 0,9 Source: CEED Consulting, (2010.). Guest Survey Montenegro 2010, National Tourist Organization Montenegro, Podgorica. According to presented data, it could be noticed that tourists from Russia spend much more per package tour than tourists from Bosnia and Herzegovina and Serbia. Russian tourists consider that destination prices are well positioned, in comparison to tourists from Bosnia and Herzegovina and Serbia who consider that destination is rather expensive. The competitive destinations are presented by table 5. These are the destinations that were visited in the past three years. Table 5. Competitive destinations in last three years of visitation Bosnia and Herzegovina Russia Serbia First year Croatia Croatia Montenegro Second year Montenegro Greece Greece Third year There is no answer Spain Montenegro Source: CEED Consulting, (2010.). Guest Survey Montenegro 2010, National Tourist Organization Montenegro, Podgorica. Respondents from Bosnia and Herzegovina and Serbia have travel experience from destination Montenegro in comparison to respondents from Russia. Destination of Croatia was visited by respondents from Bosnia and Herzegovina and Russia.
Information sources are given by table 6. Table 6. Information sources Bosnia and Herzegovina Russia Serbia Information sources %; n= 95 %; n= 135 %; n= 661 Travelogues on TV; on the radio 4,2 17,0 5,3 Travelogues in newspapers; magazines 2,1 10,4 2,4 Guidebook; travel literature 2,1 7,4 2,0 Friends; relatives 38,9 31,9 33,7 Internet 2,1 16,3 2,4 Informative literature of the Tourism Organisation 1,1 0,7 0,2 Catalogues; brochures of tour operators - 5,2 - Experiences of previous visit(s) 49,5 11,1 54,0 Total 100,0 100,0 100,0 Source: CEED Consulting, (2010.). Guest Survey Montenegro 2010, National Tourist Organization Montenegro, Podgorica. Experiences of previous visit(s) and friends; relatives are the most important information sources for respondents from Bosnia and Herzegovina and Serbia (90 % of all answers). Friends; relatives, internet, travelogues on TV; on the radio; experiences of previous visit(s) and travelogues in newspapers; magazines making 85 % of all answers for respondents from Russia which means that much more various information sources are important in comparison to other two source markets. Due to relative structure of used information sources, it could be formed a list of information sources with ranking values expressed as percentage of tourists who use single information sources, as mentioned in methodical notes. Table 7. Importance list of information sources Information sources Travelogues on TV; on the radio Travelogues in newspapers; magazines Bosnia and Herzegovina Russia Serbia n= 95 n= 135 n= 661 Somewhat Unimportant important Barely important Somewhat Unimportant important Unimportant Guidebook; travel literature Unimportant Barely important Unimportant Friends; relatives Very important Very important Very important Internet Somewhat Unimportant important Unimportant Informative literature of the Tourism Organisation Unimportant Unimportant Unimportant Catalogues; brochures of tour operators Unimportant Barely important Unimportant Extremely Somewhat Extremely Experiences of previous visit(s) important important important Source: Author
It could be noticed that tourists from Bosnia and Herzegovina and Serbia give the much importance to only two information sources in comparison to tourists from Russia. 3.4. Analysis the travel profile data regarding to main positioning statements and information sources By analysis main positioning elements of destination Montenegro and travel profile of main source markets it could be formed the concept for adequate market positioning in order to explore the role of information sources. The main identity characteristic of destination Montenegro points on creation the various positioning themes depending on source markets or specific market segments. Forming the USP concept, it is rather difficult to find out optimum combination of integral destination product and to connect with positioning strategies. The specific of destination of Montenegro is great potential in networking many partial tourist products across the country regardless time and space limitations, such as half-day and one day tours during the period of staying. A lot of partial tourist products, be it regional or local, can be created within the destination and they can all be reached in no more than five hours of driving. That means it would be very important to connect right positioning themes and various aspects of integral tourist product of a destination with appropriate source markets and market segments. Destination of Montenegro, regarding to the source markets of Bosnia and Herzegovina and Serbia, is in mature phase, in terms of Plog s life destination cycle. 20 According to demographic and basic travel profile, and trends of market growth, the main groups of tourists from these source markets are pro mid-centric/centric dependable and Dependable due to several reasons. They are mostly tourists with low-mid level of net house income, high rate of loyalty and by consequence high level of knowledge about destination. Trends of market growth indicates on stagnation and declining of arrivals from these source markets. Travel motives such as vicinity of country, previous visit(s), discover the country and information material points that tourists from these markets know very well the destination and tend to frequent visit almost without desire to use information material and explore the country. Regarding to Russian source market it is possible to say that destination of Montenegro is in last phase of exploratory and first phase of mature stage due to large number of Mid-Centric/Centric venturers and Near-Venturers tourists. There are a few characteristics which sign on that type of tourist profile. They are mostly tourists with high-mid level of net house income and low rate of loyalty to destination. Trend of market growth indicate on rapid growth of arrivals from this source market. Tourists from Russia are more willing to explore the destination and enjoy in nature and landscape with strong revisit intention. The observed differences in life cycle stages on mentioned source markets means that have to be used carefully approach in positioning strategies. Tourists from Bosnia and Herzegovina and Serbia have the ambiguity of price policy in destination of Montenegro considering it as destination with normal prices and rather expensive destination what means that price positioning of destination is not clear. Russian tourists, almost with no doubt, consider that destination Montenegro has normal prices emphasizing the strong price positioning situation. 20 Liu, Z., Siguaw, A.J. & Enz, A.C. (2008.). Using Tourist Travel,..., op. cit. 258-281.; in Plog, S.C. (2001.). Why destination areas rise and fall in popularity,..., op.cit., pp. 13-24.
Montenegro as destination of previous visitation in past three year is better positioned regarding to competitive destinations for tourists from Bosnia and Herzegovina and Serbia with regard to tourists from Russia. The distribution of used information sources for respondents from Bosnia and Herzegovina and Serbia shows the domination of two sources such as friends; relatives and experiences of previous visit(s), which is rather different than respondents from Russia, who gives more importance to all other information sources. In other words, the set of information sources is rather narrow for tourists from Bosnia and Herzegovina and Serbia in comparison to wider set of information source for tourists from Russia what implies different promotional strategies from the aspect of usage promotional instruments. There are two challenges in positioning the destination of Montenegro on mentioned source markets. First, to find out optimum combination of individual promotional instruments according to significance of information sources. Second, to check suitability of positioning themes with regards to travel profile and identity characteristics of destination. Information sources might be classified from aspect of promotional mix as four promotional instruments: 1. Personal contacts or word of mouth communication (WOM) 21 : friends, relatives; experiences of previous visit(s) 2. Public relations: travelogues on TV; on the radio; travelogues in newspapers; magazines; 3. Advertising: guidebook; travel literature; informative literature of the Tourism Organizations; catalogues; brochures of tour operators. 4. Internet marketing: Internet Due to some profile characteristics on source markets of Bosnia and Herzegovina and Serbia such as age, net income per household and average spending what is in line of price positioning and main activities during the holiday it is clear that actual promotional mix is not effective. Personal contact or WOM is the only one effective communication channel what is pretty risky due to many aspects of personal interactions. Other communication channels have to be reorganized with additional activities to provoke adequate market segments. Internet advertising should be implemented more frequent, for example, due to age of main group of tourists. Tourists from Russia use wider set of information sources and they could be reached through more focused and integrated activities with emphasis on advertising and internet activities due to income level, age, travel motives and revisit intention. Travel motive such as informative material does not fit to respondents from Bosnia and Herzegovina and Serbia what is in line with no importance of almost all information sources, except two of them, which are, already, mentioned. This observation has to be considered in creating or reorganizing the communication channels Concerning the source markets, information sources and promotional instruments there is possible frame for more effective activities. 21 Simpson, M.P. and Siguaw, A.J. (2008.). Destination Word of Mouth: The Role of Tourist Type, Residents, and Identity Salience, Journal of Travel Research, 47(2), pp.167-182
Table 8. Frame for more effective promotional activities in destination of Montenegro Promotional instruments Public relation Advertising Personal contacts or word of mouth communication (WOM) Internet marketing Advertising Source: Author Personal contacts or word of mouth communication (WOM) Information sources Travelogues on TV; on the radio Travelogues in newspapers; magazines Guidebook; travel literature Friends; relatives Internet Informative literature of the Tourism Organisation Catalogues; brochures of tour operators Experiences of previous visit(s) Bosnia and Herzegovina Russia Serbia Level of Level of Level of importance Action needed importance Action needed importance Thematic General focused PR Somewhat thematic PR Barely Unimportant campaign important campaign important Thematic General focused PR Somewhat thematic PR Unimportant campaign important campaign Unimportant Specific More advertising Barely informative Unimportant messages important advertising Unimportant Very important Unimportant Unimportant Unimportant Extremely important Events and experiences Internet advertising; social networking; Sponsorships; specific advertising messages Building distribution channels; Sales promotion campaign; events and experiences; CRM activities Very important Somewhat important Unimportant Barely important Somewhat important Events and experiences Internet advertising and sales promotion Specific advertising messages Upgrading distribution channels Events and experiences; CRM activities Very important Unimportant Unimportant Unimportant Extremely important Action needed Upgrading PR campaign Thematic focused PR campaign Specific advertising messages Events and experiences Internet advertising; social networking; Sponsorships; specific advertising messages Building distribution channels; Sales promotion campaign
The suggested frame indicate that on source markets such as Bosnia and Herzegovina and Serbia there is need to open a new and unnoticed communication channels with mix of variety and more effective promotional activities. Most of the promotional activities on Russian source market need to be strengthened or upgraded with intention to make more efficient promotional mix. To check suitability of positioning themes, it is necessary to compare travel profile and identity characteristics of destination with general and specific positioning statements through promotional campaigns. The general positioning statements are less aimed to tourists from Bosnia and Herzegovina and Serbia, and more suitable for tourists from Russia. Specific statements are mostly aimed to tourists from Bosnia and Herzegovina and Serbia and less aimed to tourists from Russia. Travel motives and main activities during the holiday signs on well relation among specific statements and source markets of Bosnia and Herzegovina and Serbia and need to modify specific statements on source market of Russia. One of the main profile characteristics is large number of young tourists from Bosnia and Herzegovina and Serbia with low-mid income level what means that new positioning themes should be adjusted.
Table 9. Suitability of positioning the destination of Montenegro at the source markets Source: Positioning themes»montenegro Wild BeautyGreen MontenegroExperience Wild BeautyGifts & Flavours of Nature«Bosnia and Herzegovina Russia Serbia The level of suitability Barely fits Barely fits Barely fits Fits mostly/barely fits Action needed To upgrade and to adapt The level of suitability Fits perfectly/fits mostly Fits perfectly/fits mostly Fits perfectly/fits mostly Action needed To and to upgrade To and to upgrade To and to upgrade The level of suitability Barely fits Barely fits Barely fits Fits perfectly To Barely fits Action needed»summer to Remember«Fits mostly To upgrade Fits mostly To upgrade Fits perfectly To»Summer in action«fits mostly To upgrade Barely fits»summer for a vacation«fits mostly To upgrade Barely fits Fits perfectly Fits perfectly To To»Summer with friends«fits mostly To upgrade It does not fit Not to Fits perfectly To»Find Treasure«Barely fits Barely fits»sweet & Salt«it does not fit Not to Barely fits It does not fit It does not fit Not to Not to»close close Montenegro«, Fits mostly To upgrade It does not fit Not to Fits perfectly To»Montenegro The Next Place to Meet«Fits mostly To upgrade It does not fit Not to Fits perfectly To»Breathtaking Montenegro«Fits perfectly To Fits perfectly To Fits perfectly To»Wilderness Montenegro«, Biking It does not fit Not to It does not fit Not to It does not fit Not to»called the sea Montenegro«. Fits mostly To upgrade Barely fits Fits perfectly To Author
The main positioning theme such as»montenegro Wild Beauty«is well accepted on source markets with less knowledge about destination and wider set of travel motives and main activities during the holiday such as Russia and other more distant destinations, but it is poorly accepted on source markets with great knowledge about destination and narrowed set of travel motive and main activities during the holiday, such as Bosnia and Herzegovina, Serbia and other closer destinations. Positioning destination of Montenegro have to be adjusted in terms of information, desires and experiences requested or expected by tourists from main source markets. 4. CONCLUSION This paper could provide some research directions for future and more detailed discussion about role of information sources in positioning tourist destination, especially taking into account Montenegro as an aspiring destination. Knowing the importance of used information sources, at specific source market, it could be evaluated role of each communication channel in positioning process of tourist destination. Using adequate communication channels and choosing right positioning statements have to be performed in accordance with specific travel profile on each of the source markets, when it is efficient. It is stated that tourists from regional source markets react more different to performed promotional action in comparison to tourists from more distant source markets. Tourists decide which information source to use and how to perceive destination position, what means that destination management organizations have to communicate on the most efficient way. The competitive level, especially in long-term period, will be conditioned by the need for stronger positioning of a tourist destination such as Montenegro, in a sense to create clear perception in tourist consumer's mind with regard to the obtained value by act of buying actual package tour. LITERATURE: Bakić, O. (1988.). Strategijsko planiranje turističkog proizvoda, Naučna knjiga, Beograd. Bakić, O. (2008). Marketing u turizmu, 7.izdanje, Univerzitet»Educons«, Novi Sad. Bakić, O. (2009.). Marketing menadžment turističke destinacije, 4.izdanje, Univerzitet»Educons«, Novi Sad. Blankson, C. and Kalafatis, S.P. (1999.). Issues and challenges in the positioning of service brands: a review. The Journal of Product and Brand Management, 8(2), pp. 106; in: Arnott, D.C. (1993).»Positioning: redefining the concept«, Warwick Business School Research Papers, 8, pp. 24. Hudson, S. (2008). Tourism and Hospitality Marketing, Sage, London. Kotler, P., Bowen, J. and Makens, J. (2010.). Marketing for Hospitality and Tourism, 5 ed, Pearson Prentice Hall Inc, New Jersey. Liu, Z., Siguaw, A.J. & Enz, A.C. (2008.). Using Tourist Travel Habits and Preferences to Assess Strategic Destination Positioning: The Case of Costa Rica. Cornell Hospitality Quarterly, 49(3), pp.
258-281; in Plog, S.C. (2001.). Why destination areas rise and fall in popularity: An update of a Cornell Quarterly classic. Cornel Hospitality Restaurant and Administrative Quarterly, 42(3), pp. 13-24. McCartney, G., Butler, R. and Bennett, M. (2008.). A Strategic Use of the Communication Mix in the Destination Image-Formation Process. Journal of Travel Research, 47(2), pp. 183-196. Milisavljević, M. (2006.). Strategijski marketing, Centar za izdavačku djelatnost Ekonomskog fakulteta u Beogradu, Beograd. Ministry of Tourism and Environment, (2008.). Tourism Development Strategy of Montenegro by 2020. Year, Montenegrin Government, Ministry of Tourism and Environment, Podgorica. Pike, S. (2012.). Destination positioning opportunities using personal values: Elicited through the Repertory Test with Laddering Analysis, Tourism Management, 33, pp.100-107.; in Rokeach, M. (1968-1969.). The role of values in public opinion research, The Public Opinion Quarterly, 32(4), pp. 547-559. Simpson, M.P. and Siguaw, A.J. (2008.). Destination Word of Mouth: The Role of Tourist Type, Residents, and Identity Salience, Journal of Travel Research, 47(2), pp.167-182 DETAILS ABOUT AUTHOR: DARKO LACMANOVIĆ, PH.D. ASSOCIATE PROFESSOR UNIVERSITY»MEDITERRANEAN«, FACULTY OF TOURISM MTS»MONTENEGRO TOURISM SCHOOL«BAR, MONTENEGRO darko.lacmanovic@unimediteran.net