Montenegro as tourist destination is committed to providing a high quality experience for the tourists while carefully managing the use of a rare natural resource. In order to achieve the strategic objectives in sustainable tourism development in the future, the main focus should be given to the analysis of the main determinants of tourist satisfaction. Using a database that provides information on tourist travel behaviour and satisfaction during her/his stay in Montenegro, we have conducted empirical analysis to understand if the socio-demographic characteristics are associated with the level of tourist’s satisfaction. The effect of socio-demographic characteristics is measured through five dimensions: gender, age, country of residence, occupation and wage. Using multinomial logit model we analyze above mentioned socio-demographic characteristics and their influence on the level of tourist’s satisfaction in Montenegro.


tourist satisfaction; socio-demographic characteristics; empirical analysis; experience; Montenegro


Alegre, J. and Cladera, M. (2006) Repeat Visitation in Mature Sun and Sand Holiday Destination, Journal of Travel Research, Vol. 44, No. 3, pp. 288-297.

Baker, D. A. and Crompton, J. L. (2000) Quality, satisfaction and Behavioral Intentions, Annals of Tourism Research, Vol. 27, Issue 3, pp. 785-804.

Baloglu, S. and McCleary, K. W. (1999) U. S. International Pleasure Traveler’s Images of four Mediterranean Destinations: A Comparison of Visitors and Nonvisitors, Journal of Travel Research, Vol. 38, No. 2, pp. 144-152.

Baloglu, S. (1997) The Relation between Destination Images and Socio-demographic and Trip Characteristics of International Travelers, Journal of Vacation Marketing, Vol. 3, No. 3, pp. 221-233.

Beerli, A. and Martin, J. D. (2003) Tourist’s Characteristics and the perceived Image of Tourist Destinations, A quantitative Analysis – A case Study of Lanzarote, Spain, Tourism Management, Volume 25, Issue 5, pp. 623-636.

Calantone, R. J., Di Benedeto, C. A., Hakam, A. and Bojanic, D. C. (1989) Multiple Multinational Tourism Positioning using Correspondence Analysis, Journal of Travel Research, Vol. 28, No. 2, pp. 25-32.

Chen, P. J. and Kerstetter, D. L. (1999) International Student’s Image of Rural Pennsylvania as a Travel Destination, Journal of Travel Research, Vol. 37, No. 3, pg. 256-266.

Letho, X. Y., Cai, L. A., O’Leary J. T. and Huan T. C. (2004) Tourist Shopping Prefences and Expenditure Behaviors: The Case of Taiwanese Outbound Market, Journal of Vacation Marketing, Vol. 10, No. 4., pp. 320-322.

MacKay, and Fesenmaier, (1997) Pictorial Element of Destination in Image Formation, Annals of Tourism Research, Volume 24, Issue 3, pp. 537-565.

Mastrplan (2001) Strategija razvoja turizma Crne Gore do 2020., Podgorica, 2001.

Thomson, and Schofield, (2007) An Investigation of the Relationship between public transport and destination satisfaction, Journal of Transport Geography, Volume 15, Issue 2, pp. 136-144.

Walmsley, D. J. and Jenkins, J. M. (1993) Appraisive Images of Tourist Areas: Application of Personal Construct, Australian Geographer, Vol. 24, No. 2, pp. 1-13.

Weaver, P. A., Weber, K. and McCleary, K. W. (2007) Destination Evaluation: The Role of Previous Travel Experience and Trip Characteristics, Journal of Travel Research, Vol. 45, No. 3, pp. 333-344.

WTTC (2009) Travel and Tourism: Economic Impact, Montenegro.

Xinran, Y. L., O’Learyb, J. T. and Morrisona, A. M. (2004) The effect of prior experience on vacation behavior, Annals of Tourism Research, Volume 31, Issue 4, pp. 801-818.

Yuksel, A. (2001) Managing customer satisfaction and retention: A Case of Tourist Destination Turkey, Journal of Vacation Marketing, Vol. 7, No. 2, pg. 153-168.

Full Text: PDF

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.