1.
Ivona Jovanović
– University of Montenegro, Faculty of Tourism and Hotel Management, Kotor, Montenegro.
2.
Andriela Vitić-Ćetković
ID
– University of Maribor, Faculty of Tourism, Slovenia.
3.
Jasna Potočnik Topler
– University of Montenegro, Faculty of Tourism and Hotel Management, Kotor, Montenegro.
Abstract
After the disintegration of the SFRY (former Socialist Federal Republic of Yugoslavia), Montenegro turned towards the European Union and tourism-led development. The French tourist market is one of the key EU segments with significant potential for Montenegro’s tourism development. Leveraging historical France-Montenegro ties, this study explores opportunities for experiential tourism targeting French tourists. Using a mixed-methods approach, including surveys, interviews, and literature review, the research identifies culture, history, and entertainment as primary motivations for French visitors. However, findings reveal limited familiarity with shared heritage, highlighting the need to promote lesser-known attractions innovatively and sustainably. A major challenge is the misalignment between educational policies and labor market needs, hindering sustainable tourism product development. This study offers actionable insights for stakeholders to enhance Montenegro’s tourism offerings for the French market, emphasizing sustainability, education and innovation.
Keywords France-Montenegro Legacy, Experiential Tourism, Value Creation Montenegro, Sustainable Destination
