Collection of Papers Content by sessions: 1. Tourism Policy and regional development ..................................... 4 2. Marketing .................................................................................................... 86 3. E-tourism ...................................................................................................... 158 4. Motivation, behaviour and HR in tourism ....................................... 187 5. Hospitality ................................................................................................... 286 6. Gastronomy ................................................................................................ 321 7. Peace and tourism .................................................................................... 342 8. Hunting tourism ........................................................................................ 387 9. Thematic routes ........................................................................................ 446 10. Natural and cultural resources............................................................. 509 11. Education in tourism and teaching..................................................... 669 Session 1: Tourism policy and regional development 4 Management of Tourism Development (Case Study of the Old Capital Cetinje, Montenegro) Montenegro Tourism School Bar, Mediterranean University Podgorica [email protected] - Montenegro Tourism School Bar, Mediterranean University Podgorica [email protected] Abstract Cetinje is the second municipality in Montenegro, after the municipality of Kotor that is recognized by the number of registered cultural monuments. Of the total 357 categorized cultural monuments that have been registered in Montenegro, 55 monuments of culture are located at the area of Cetinje, which makes 15.5% of the total number of registered cultural monuments. Also, Cetinje is very rich with natural resources. It has two National Parks: Lovcen and Skadar Lake. Besides, it is a municipality with longest history in hospitality in Montenegro - first hotel was built in Cetinje. But, despite all that, tourism in Cetinje today is only partially developed. This paper examines different strategies for tourism development in the Old capital Cetinje, Montenegro. Taking into consideration characteristics of Cetinje, authors want to give appropriate guidelines and define optimal strategy for the further development of tourism in this municipality. Analysis includes its primary elements (natural, social, cultural and economic characteristics) and secondary elements (accommodation facilities, gastronomy, development is also analized. For the purposes of this study several scientific methods were used including major strategic tools such as SWOT analysis, Boston Consulting Group's matrix, destination lifecycle concept and Ansoff's matrix. This paper showes that The Old Capital Cetinje has a good basis for the development of tourism, but there is a lots of barriers which can be removed by providing high-quality planning, good implementation of strategies, by raising awareness of local people about the importance of tourism development in order to increase economic and social benefits. The cooperation of the public and private sector is very important. Further more, authors give recommendations for adequate destination management, so this paper can be used as guide for upgrading actual plans and strategies. Keywords: destination, development, strategy, management, tourism. 5 Introduction For supporting of tourism development, destination management undertakes wide range of, more or less successful, actions. Their management approaches can vary from completely lassies faire to firm, conservative ones. What will be most appropriate for one d mainly defined by broader socio-economic situation in society. To manage destination successfully implies harmony and strategic unity towards common goals of many different stakeholders. And, more often than not, their individual goals can collide. All that makes management of destination even more difficult with many options and tools in their hands and only one goal: find unique way for successful tourism development. In order to obtain that goal different strategies can be implemented. Roughly speaking destination can choose between: free, unlimited development, intensive tourism development, alternative tourism Throughout the time role of tourism destination management has change. From the indifferent, silent witness at the beginning of tourism development to the strong controlling leader, destination management of today is perceived as a partner implementation of government policies being undertaken by a sole government agency, there is now greater emphasis on partnership. These partnership may be between government departments and state owned or part owned organizations that operate on commercial basis (Para-governmental organizations), the private sector and non- governmental organizations in which the role of government agencies and departments are However, partnership approach is not easy to implement. First, lever of partnership can vary greatly: from Manipulation (non participatory) to Therapy (very low lever of participation), Informing (low level or participation), Consultation (minor level of participation), Placation (moderate level for participation), Partnership (high level of participation), Delegated power (very high level of participation), Citizen control (top level of participation). (Murphy, making process and spreading power out of legally elected and legally responsible entities. of Montenegro. Will Cetinje fulfill its tourism potential and what should be done to achieve that? 1. THE OLD CAPITAL CETINJE AS TOURIST DESTINATION 1.1. Primary destination elements 1.1.1. Natural characteristics average elevation is 670 m. It covers an area of 910 km2, which is 6.6% of the area of Montenegro. It is situated between the Boka Kotorska Bay in the southeast the west, the basin of Lake Skadar and Zeta- 6 place in the north. Seven municipalities border it: Kotor, Tivat, Budva, Bar, Podgorica, Niksic and Danilovgrad. The geographical position of Cetinje is relatively favourable. Cetinje is 12 km straight line from the Adriatic Sea and 15km from the Skadar Lake. The Old Capital is located 29km from the municipality of Budva, but 31km from the airport Podgorica, 37km from the airport Tivat and 67km from the port of Bar. (Cetinje moj grad, http://www.cetinje-mojgrad.org/, connection: 26.07.2013 at 7:05 am) From the geological point of view, limestone covers a large area in the relief material of Ce present dolomite rocks, which were originated in the period of the Cainozoic. Lovcen mountain terrain is one of the most representative forms of calciferous terrain in Montenegro. (Grupa autora, 2006) addition, there are a number of caves that make up the underground decorations, which could be attractive to tourists i.e. L The main obstacle for intensive development of this region is the nature of the terrain morphology. It is reason why the municipality of Cetinje is still lack of infrastructure. The climate in Cetinje is characterized by dry and warm summers with an average temperature of 20 ° C, and mild, wet winters with an average temperature of 2.1 ° C. Average annual temperature is 11.4 ° C, while the average spring temperature 9.5 C. The average annual temperature is 11oC, with annual amplitude of 20.2 oC. (ZHMS, http://www.meteo.co.me/, connection: 01.08.2013. at 11.35 a.m.) Cetinje is well known by its rainy spring and autumn rains. The municipality of Cetinje is one of the rainiest cities in Europe. Snow cover can be high up to several meters, and the city is often snowbound. The Cetinje has a rich flora that is a result of a variety of relief and climate. There are about 1,300 of herbaceous and woody plants, including numerous endemic plants. Relatively unfavorable environmental conditions have caused the presence of wildlife. The most famous animal species are jackal, fox, wolf, marten, hare, wild boar, badgers, otters, squirrels, wild cats, brown bear, etc. There are two national parks Mausoleum on the top of mountain where is buried the most famous poet, philosopher . The second is the National Park Skadar Lake. Lake has the status of international importance for birds (IBA) and it is on the list of the world's aquatic habitats of international importance (Ramsar Convention). (Nacionalni parkovi Crne Gore, http://www.nparkovi.me, connection: 11.08.2013 at 8:34pm) 1.1.2. Demographics In the municipality of Cetinje live 16 657 people which is 2.68% of the total population of Montenegro. Females are 51.78%, of population and 31.09% of population is from 20-39 years old. This fact is a quite encouraging because there live many young people capable for work. Most of the population in the municipality of Cetinje is Montenegrins and Orthodox. The birth rate is low. (Monstat, 2013) 7 1.1.3. Economic characteristics In the past, the municipality of Cetinje was the center of Montenegrin economy known by well-developed industry. The most developed branches were graphics, food producing, electrical industry, footwear industry and metallurgy. Due to the lack of finance and poor personnel management, as well as many other factors, there was a decline of former holders , the municipality of Cetinje started to develop small and medium-sized enterprises in the field of light industry. The highest percentage of enterprises is retail shops, caterers, transport companies, craft stores,