The aim of this paper is to consider the strategic opportunities and importance of agritourism development in Montenegro, identifying key factors that may help agritourism to position itself as an integral part of both rural and overall tourism offer of Montenegro. The paper contains empirical research, which was conducted using a questionnaire on a stratified random sample, and the data were analyzed using statistical methods - factor analysis and descriptive statistics. The author came to the conclusion that in the development of agritourism, Montenegro has not yet taken the competitive position it should have, considering its huge potential for development of this form of tourism. Based on the obtained results, the factors that have a significant impact on the development of agritourism were identified, and a set of recommendations for current and potential holders of agritourism offer was created, in order to improve their tourism and marketing strategy.

PurposeThe main purpose of this paper is to explore the impact of digital technologies on the promotion of tourist offer from the perspective of family businesses. The paper tries to provide a better understanding of the factors that determine the use of digital technologies in the family tourism business, both in the modern digital world and in times of uncertainty and crisis caused by the COVID-19 pandemic.Design/methodology/approachThe survey method was used in the realization of the research. Data were collected using a stratified random sample of 86 tourism providers in Montenegro and analyzed by using SEM models, logistic regression and descriptive statistics.FindingsThe results showed that the demographic characteristics of the respondents were the least important factors in the analysis; while factors that significantly affected the use of digital technologies in Montenegrin tourism included the nature of future tourism trends perceived by respondents, crisis and uncertainty caused by the COVID-19 pandemic, participants’ perceptions, attitudes and understanding of the specificities of digital technologies and benefits they offer to tourists, perceived from the perspective of the family business representative. Furthermore, the results of logistic regression revealed that pandemic had stronger consequences on micro and small enterprises, compared to those imposed on medium-sized firms. These impacts relate to changes in organization and redesign of workflows, altered communication from traditional to digital and increased importance of business innovations. On the other hand, the increased significance of integration of marketing channels for multiple target segments, as a consequence of the COVID-19 pandemic, was stronger pronounced in medium-sized businesses compared to micro and small ones.Originality/valueThe results obtained may serve the holders of the tourist offer, managers and decision-makers when making decisions on the imposition of digital technologies in tourism, in order to secure global reach business, multi-channel tourist interaction, cost-saving and being ahead of competitors. This enables an integrated analysis that forms the basis for further creation of tourism and marketing policies at the individual and collective level to attract tourists and strengthen Montenegro’s competitiveness as a destination.

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