APPLICATION OF PUBLIC RELATIONS STRATEGIES AND TACTICS IN PROMOTING THE SUSTAINABLE DEVELOPMENT OF DURMITOR NATIONAL PARK - International Scientific Journal Monte (ISJM)

Danka Stijepović, saradnica u nastavi, Crna Gora

Univerzitet Mediteran Podgorica

ABSTRACT

The subject of the research paper refers to the application of strategies and tactics in public relations, which influence the international and national role and promotion of national parks in Montenegro, especially on the example of NP Durmitor. According to the subject and objectives of the research, as well as in accordance with the structure of the work, research methods are defined. The paper will use the historical-descriptive method that serves to present the characteristics of national parks in Montenegro as types of tourist destinations, i.e. their positioning. In addition to the theoretical framework, the research will also include a situational analysis of NP Durmitor – SWOT on the advantages and disadvantages of the potential for the development of mountain tourism, in order to determine the advantages and disadvantages in the opportunities for valorizing the potential of the national park and their presentation through the promotional aspect of public relations.

In addition to the mentioned method, a comparison of the practice of planning strategic frameworks for the promotion of NP Durmitor with advanced achievements in other protected areas in the countries of the region and Europe will be used. In this context, the current way of communication with the public of national parks in Montenegro will be elaborated and a comparison will be made with the practice used in the promotion of protected areas in our environment. The usual methods of empirical research will be used, deductive or inductive research methods as needed, and finally, as a crown, method analysis and synthesis.

In conclusion, the identification of the target population for mountain tourism, the goals and objectives of OSJ, as well as key promotional messages follow. At the end – suggestions of OSJ strategy and tactics in the context of media promotion of the tourism potential of the Durmitor region and we hope the contribution of this work in improving the sustainable development of NP Durmitor.

Keywords: public relations, strategies and tactics, national parks, strategies.

Volume 9, No.1 (2024): April

ISSN 2661-2666 (Online) International Scientific Journal Monte (ISJM)
ISSN 2661-264X (Print)

DOI : 10.33807/monte.20243089

DOI URL: https://doi.org/10.33807/monte.20243089