Correlation Among Different Types of Selective Tourism and Selective Tourism Offer and Business Results of Travel Agencies

Purpose - Establishing the intensity of influence of selective tourism offer on business operation of travel agencies in Montenegro.Methodology - On the basis of the oral interview, a pilot survey was drafted in written form, which was distributed to 10 different travel agencies, with respect to their market share, relation towards specialization, volume of turnover they achieve at the annual level, and distribution of overall tourism turnover in Montenegro. The results obtained from the pilot survey were used for preparation of an in-depth interview, which was submitted in written form to the managers in 30 representative travel agencies. The data obtained were processed in the SPSS, by using the statistical method correlation, in order to scientifically ground the research results on the statistical basis.Results - Research outcome in this article demonstrates the highest level of correlation between the different selective tourism types such as MICE and business tourism, religious and food and wine tourism, and adventure and fishing tourism. At the same time cultural tourism, ecotourism and adventure tourism have the biggest influence on travel agency businesses.Implications - Methodology of scientific research in this article can serve as a solid starting basis for future researches in the field of identification of the influence of offer on travel agency business operation.Value - Article presents one of the ways to establish the intensity of influence of selective tourism offer on travel agency business operation, and can be applied to any representative sample of agencies worldwide, and any type of travel agency offer