Zarko Markus, Djurdjica Perovic, Sanja Pekovic and Stevo Popovic
Background: Sports and recreational tourism are forms of tourism that imply active involvement of tourists in various sports activities during their vacation, and it can be said that the main motive of such a vacation is a sport.
Objectives: This research aimed to determine the relationship between sports and recreational activities and tourist satisfaction based on the questionnaire related to the behaviour and satisfaction of tourists during their stay in Montenegro.
Methods/Approach: Regression analysis has been conducted in order to assess the interaction between sport-recreational activities and previous experience in Montenegro, and their effect on tourist revisit intention.
Results: Empirical results demonstrate the influence of sports and recreational services on tourist satisfaction measured by tourists’ revisit intentions. Distinguishing between sports, and health, spa and wellness facilities and services, the findings indicate that health, spa, and wellness facilities and services have a higher impact on revisit intention than sports activities. In addition, the interaction effect between different sports and recreational activities and previous experience in Montenegro did not provide a more amplified effect on tourist satisfaction.
Conclusions: Establishing closer links between workers who provide sports services and those providing other tourist services is one of the main challenges in the future of the development of sports tourism in Montenegro, as one of the most critical aspects that can provide tourist satisfaction. The data study can be used for more efficient and effective decision making and strategy development of sports and recreational activities in the tourism industry.