The Journal "Agriculture and Forestry"
Časopis "Poljoprivreda i šumarstvo"
- Since 1955 -
Year 2015, Volume 61 Issue 3
| Year : | 2015 |
| Volume : | 61 |
| Issue : | 3 |
| Authors : | Jelena ZUGIC, Ilija GOJOVIC and Mladen PERAZIC |
| Title : | STRATEGIC APPROACH TO THE PROMOTION OF PROTECTED AREAS |
| Abstract : | The research subject matter of this scientific paper is the application of the strategies for the promotion of protected areas in Montenegro. The hypothesis of the paper is that promotion strategies within the strategic marketing planning increase the awareness of the importance of continuous development of protected areas and thus directly affecting the promotion of the tourism and economy of Montenegro. Application of the strategies for the promotion of protected areas requires a strategic analysis, definition of marketing strategies, implementation of strategies, along with the awareness of the importance of monitoring and adaptation of the implemented strategies, as well as the control of the entire process of the marketing plan for the promotion of protected areas. The main objective of this paper is to analyze the impact of the marketing strategies for the promotion of protected areas on the development and positioning of protected areas while the specific objective is to point out to the importance of a continuous strategy of protected areas development in line with the modernization of these processes in the world. The paper will be based on the specific example of the National Park “Skadar Lake” as a tourist and ecological destination, with all the advantages and disadvantages, threats and opportunities, and plans for future development. Moreover, the paper will propose the strategies for the development of protected areas in Montenegro, obtained on the basis of the research on the attitudes of the target public through a survey and focus groups. Protected areas are important for the tourism of Montenegro, so the subject matter of this paper, in addition to scientific significance, has also a specific social significance, since this is the first research conducted in Montenegro in this area. |
| For citation : | Zugic, J., Gojovic, I. and Perazic, M. (2015): Strategic approach to the promotion of protected areas. Agriculture and Forestry, 61 (3): 87-100, Podgorica |
| Keywords : | marketing strategies, protected areas, marketing mix, promotion strategies, positioning strategies, public relations. |
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