Miomir Maros¹, Zlatan Mujak¹

¹University of Sarajevo (Sarajevo, Bosnia and Herzegovina)

SUCCESS OF OUR ATHLETES AS A WAY OF PROMOTING MONTENEGRO

Sport Mont 2015, XIII(43-44-45), 83-89

Abstract

The purpose of this scientific work is to determine how the successes of our athletes affect the international media and tourism promotion of our country, since Montenegro independence 2006. The aim of this work is to consider theoretical assumptions and experts’ opinions, in order to give recommendations for utilization of sport success into better promotion of Montenegro all over the world in the future. The views of the interviewed experts confirm that sport is more than just a game and competition, that is part of the national identity, and as such, a window to the world of our country. The success of our athletes, especially the handball and water polo teams, confirm the thesis that this branch is one of the best ways for positive quotations of a small country and for being mentioned in international diplomacy, tourism and media circles. Our footballers before Savicevic and Mijatovic and now Vucinic, Savic, Jovetic and Kascelan, are often more famous than our touristic locations. The views of recognized experts suggest that this segment of promotion of Montenegro showed be watched closely, and that it would be useful for marketing campaigns to include our famous athletes, so the Montenegro can be recognizable in the world, and thus become a destination that will attract more tourists.

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