DIGITAL MARKETING OF TOURISM ORGANIZATIONS IN FUNCTION OF TOURISM PROMOTION IN SERBIA
Keywords:
digital marketing,tourism organization, tourism,promotion, Serbia, content marketing
Abstract
The globalization process has had an influence on tourism business, which is reflected in an ever-increasing competition between countries, cities, destinations, organizations and brands. Digital marketing is an opportunity for all actors in the tourism sector on the global hypercompetitive market. The focus of the research study is the application of the content marketing of tourism organizations. A case study was applied. The National Tourism Organization of Serbia’s (TOS) official website and its Facebook and Instagram accounts were chosen. The following research findings stand out: first, tourism organizations’ websites and social-network accounts are important digital media, which makesdigital marketing ‘a must’; second, digital media content is even more important, including texts, photos, videos and links; third, engaging online users is the most important. Content is co-created by both tourism organizations and online users. Digital content marketing is in function of tourism promotion in Serbia.
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References
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3. Bilgihan, A., Barreda, A., Okumus, F., & Nusair, K. (2016). Consumer perception of knowledge-sharing in travel-related online social networks. Tourism Management, No. 52, 287–296.
4. Buhalis, D., & Foerste, M. (2015). SoCoMo marketing for travel and tourism: Empowering co-creation of value. Journal of Destination Marketing & Management, Vol. 4, No. 3, 151–161.
5. Chiou, W. C., Lin, C. C., & Perng, C. (2011). A strategic website evaluation of online travel agencies. Tourism Management, Vol. 32, No. 6, 1463–1473.
6. Del Vasto-Terrientes, L., Fernández-Cavia, J., Huertas, A., Moreno, A., & Valls, A. (2015). Official tourist destination websites: Hierarchical analysis and assessment with ELECTRE-III-H. Tourism Management Perspectives, No. 15, 16–28.
7. Dijkmans, C., Kerkhof, P., & Beukeboom, C. J. (2015). A stage to engage: Social media use and corporate reputation. Tourism Management, No. 47, 58–67.
8. Fesenmaier, D., Gretzel, U., Hwang, Y. H., & Wang, Y. (2003). The future of destination marketing: e-Commerce in travel and tourism. International Journal of Tourism Science, Vol. 3, No. 2, 191–200.
9. Gretzel, U., Yuan, Y., & Fesenmaier, D. (2000). Preparing for the new economadvertising strategies and change in destination marketing organizations. Journal of Travel Research, No. 39, 149–156.
10. Hays, S., Page, S., & Buhalis, D. (2013). Social media as a destination marketing tool: Its use by national tourism organisations. Current Issues in Tourism, Vol. 16, No. 3, 211–239.
11. Jack, G., & Phipps, A. (2005). Tourism and intercultural exchange: Why tourism matters. Clevedon: Channel View Publications.
12. Law, R., Qi, S., & Buhalis, D. (2010). Progress in tourism management: A review of website evaluation in tourism research. Tourism Management, Vol. 31, No. 3, 297–313.
13. Lee, W., & Gretzel, U. (2012). Designing persuasive destination website: A mental imagery processing perspective. Tourism Management, 33, 1270–1280.
14. Mariani, M. M., & Baggio, R. (2012). Managing tourism in a changing world: Issues and cases. International Journal of Tourism and Hospitality Research, Vol. 23, No. 1, 1–3.
15. Mariani, M. M., Baggio, R., Buhalis, & Longhi, C. (2014a). Tourism management, marketing, and development (volume I): The importance of networks and ICTs. New York: Palgrave Macmillan
16. Mariani, M. M., Baggio, R., Buhalis, D., & Longhi, C. (2014b). Conclusion. In M. M. Mariani, R. Baggio, D. Buhalis, & C. Longhi (Eds.), Tourism management, marketing and development: The importance of networks and ICTs. New York: Palgrave, 257–259.
17. Mariani, M. M., Buhalis, D., Longhi, C., & Vitouladiti, O. (2014). Managing change in tourism destinations: Key issues and current trends. Journal of Destination Marketing & Management, No. 2, 269–272.
18. Mariani, M. M., Di Felice, M., & Mura, M. (2016). Facebook as a destination marketing tool: Evidence from Italian regional destination management organizations. Tourism Management, No. 54, 321–343.
19. Mariani, M., Mura, M. & Felice, M.D. (2018).The determinants of Facebook social engagement for national tourism organizations' Facebook pages: A quantitative approach. Journal of Destination Marketing & Management, Vol. 8, 312-325.
20. Marine-Roig, E., & Anton Clavé, S. (2015). Tourism analytics with massive user-generated content: A case study of Barcelona. Journal of Destination Marketing & Management, Vol. 4, No. 3, 162–172.
21. Omnicore (2020a). Facebook by the Numbers: Stats, Demographics & Fun Facts, https://www.omnicoreagency.com/facebook-statistics/(10 Februar 2020).
22. Omnicore (2020b). Instagram by the Numbers: Stats, Demographics & Fun Facts, https://www.omnicoreagency.com/instagram-statistics/(10 Februar 2020b).
23. Rakić, B. & Rakić, M. (2005). Međunarodni marketing. Beograd: Megatrend univerzitet.
24. Rakić, B. & Rakić, M. (2007). Ponašanje potrošača, Beograd: Megatrend univerzitet.
25. Rakić, B. & Rakić, M. (2015). Digitalni marketing: Integrisani pristup digitalnim marketinskim aktivnostima (monografija), Zavod za udžbenike, Beograd.
26. Rakić, B. & Rakić, M. (2017a). From Marketing Myopia to Contemporary Marketing Through Marketing (R)Evolutions of Actors: Transformations in Marketing in the Context of Digitalization and Sustainability, Amazon: Kindle Edition.
27. Rakić, B. & Rakić, M. (2017c). Sustainability-Oriented Mindset: Revolutionary Role of Sustainability Marketing as the Driver of Transformations for Sustainability, E-Book, available at eBook retailers: Amazon.com - Kindle Store.
28. Rakić, B. & Rakić, M. (2018). Collaborative partnership paradigm in the sustainability-oriented supply chain as the way to sustainability. Applied Ecology and Environmental Research, Vol. 16, 2639-2650.
29. Rakić, B., & Rakić, M. (2017b). Facebook or the "Book of Faces" as a database for customer profiles, marketing communications and applications. 21st International Scientific Conference on Economic and Social Development. Book of Proceedings: Economic and Social Development, 48-58.
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31. Schegg, R., Liebrich, A., Scaglione, M., & Ahmad, S. F. S. (2008). An exploratory fieldstudy of web 2.0 in tourism. Information and Communication Technologies in Tourism, No. 5, 152–163.
32. Serbia Travel, https://www.instagram.com/serbiatourism/?hl=sr, (7 Februar 2020).
33. Serbia Travel, Serbia Tourism, https://www.facebook.com/
serbiatourism/, (8 Februar 2020).
34. Serbia Travel, Visit the USA, https://www.facebook.com/
VisitTheUSA/, (8 Februar 2020).
35. Shea, L., Enghagen, L., & Khullar, A. (2004). Internet diffusion of an e-complaint: Acontent analysis of unsolicited responses. Journal of Travel & Tourism Marketing, Vol. 17, No. 2/3, 105–116.
36. Sigala, M., Christou, E., & Gretzel, U. (2012). Social media in travel, tourism and hospitality: Theory, practice and cases. Milton Park, Abingdon: Ashgate Publishing, Ltd.
37. Stepchenkova, S., Mills, J. E., & Jiang, H. (2007). Virtual travel communities: Self-reportedexperiences and satisfaction. In M. Sigala, L. Mich, & J. Murphy (Eds.), Information and communication technologies in tourism. New York: Springer Wien, 163–174.
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39. UNWTO (2019). Tourism highlights (2019 ed.). Madrid: UNWTO.
40. Wang, Y., & Fesenmaier, D. R. (2004). Towards understanding members' general participation in and active contribution to an online travel community. Tourism Management, Vol. 25, No. 6, 709–722.
41. Wang, Y., Yu, Q., & Fesenmaier, R. D. (2002). Defining the virtual tourist community: Implications for tourism marketing. Tourism Management, Vol. 23, No. 4, 407–417.
42. Wenger, A. (2008). Analysis of travel bloggers' characteristics and their communicationabout Austria as a tourism destination. Journal of Vacation Marketing, Vol. 14, No. 2, 169–176.
43. White, N., & White, P. (2007). Home and away: Tourists in a connected world. Annals of Tourism Research, Vol. 34, No. 1, 88–104.
44. Wu, G. (2018). Official websites as a tourism marketing medium: A contrastive analysis from the perspective of appraisal theory. Journal of Destination Marketing & Management, Vol. 10, 164-171.
45. Zeng, B. & Gerritsen, R. (2014). What do we know about social media in tourism? A review. Tourism Management Perspectives. Vol. 10, 27-36.
46. Zhang, H., Xu, F., Lu, L., & Lei, Y. (2015). Cultural capital and destination image ofmetropolitans: A comparative study of New York and Tokyo official tourism websites in Chinese. Journal of China Tourism Research, No. 11, 121–149.
47. Zhou, L. (2014). Online rural destination images: Tourism and rurality. Journal of Destination Marketing & Management, Vol. 3, No. 4, 227–240.
Published
2020-09-05
How to Cite
Rakić, B., & Rakić, M. (2020). DIGITAL MARKETING OF TOURISM ORGANIZATIONS IN FUNCTION OF TOURISM PROMOTION IN SERBIA. Tourism International Scientific Conference Vrnjačka Banja - TISC, 5(1), 399-415. Retrieved from http://tisc.rs/proceedings/index.php/hitmc/article/view/349
Section
Articles
