VAŽNOST DOBRO OSMIŠLJENE KOMUNIKACIJE IZMEĐU TURISTIČKIH VODIČA I IZLETNIKA TOKOM ORGANIZOVANIH TURA U CRNOJ
THE IMPORTANCE OF WELL CONCEPTUALIZED COMMUNICATION BETWEEN TOURIST GUIDES AND EXCURSIONISTS DURING ORGANIZED DAY TRIPS IN MONTENEGRO

Summary/Abstract: Over the past years, tourism has been increasingly associated with the economy of experience. It is not enough to devise a single experience because it cannot satisfy experienced tourists whose demand is becoming more heterogeneous. Different interests continue to foster the need for selective forms of tourism that strive to provide a rich variety of experiences created according to the needs of different target groups of tourists. The diversity of tourist offer in a small geographic area makes Montenegro interesting for tourists from different geographic, emissive and language areas. Apart from other selective forms of tourism, excursion tourism is also becoming evident in the destination. Getting to know the destination through various contents gives guests the opportunity to understand in an interesting, active and educational way what makes it authentic. What kind of first impression the destination is going to make depends to a great extent on the communication skills of all tourism workers. In this situation the role of tourist guides and their communication skills increasingly comes to the fore in creating a pleasant atmosphere for visitors and a good image of the given destination itself. Especially when speaking of visitors to whom Montenegro as a destination is relatively unknown, the need for communication with the domicile population gains importance. Precisely in such a situation tourist guides can be an ideal bridge to connect people, lifestyles and cultures by using their knowledge, experience and communication skills in creating pleasant memories and in doing so also strengthening the positive reputation of the destination.

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