CONSUMER BEHAVIOR TOWARDS THE TOURIST OFFER IN KOSOVO - WITH A FOCUS ON THE DEVELOPMENT OF MOUNTAIN TOURISM

The purpose of this paper is to present a summary of knowledge on the behavior of consumers towards tourist offers and its impact on the development of mountain tourism in the territory of Kosovo, given the great importance of this industry in economic development. We know that methods in the social sciences are essential research tools that enable us to achieve new results and knowledge, or to correct existing ones. To study consumers and their behaviors can be based on some basic methodological directions such as: observation, interviews and observations, experimentation, through which I have tried to determine the behaviors of consumers towards mountain tourist offers in the country. People all over the world organize tourist trips with the aim of relaxing, having fun, doing various activities so that they get away from their work routine and their work responsibilities. Therefore, this paper provides a theoretical approach to consumer behavior towards tourism offers, as well as the impact of effective and efficient management in increasing the number of tourists and visitors and increasing the use of mountain tourism capacity in Kosovo. Based on the available data, local and foreign tourists show a special interest to visit the natural beauties that our country has, in all seasons, which enables the development of tourism in the country as a reference point in the absence of the sea. Investing in the further development and promotion of these tourism products, would be of particular importance, as it would inform the public about the natural beauties of Kosovo, which should be visited. Based on the available data on the topic in question, we can conclude that the development of tourism depends on the promotion of products and the attitude of consumers towards them, so our recommendation is that local institutions pay more attention to the strict implementation of long-term strategy of tourism development, thus investing in mountain infrastructure and its promotion to be done through various cultural and artistic activities, as well as informing the general population about them through various media