ROLE AND IMPORTANCE OF PROMOTION THROUGH SOCIAL NETWORKS ON THE EXAMPLE OF TOURIST ORGANIZATIONS
Keywords:
promotion, social networks, tourist organization, Republic Serbia, tourism destinations
Abstract
This paper analyzes the importance of social networks as a means of promoting the tourist offer of destinations, carried out by tourist organizations on the territory of the Republic of Serbia. The aim of the paper is to indicate the importance of promotion through social networks in the context of strong competition between tourism destinations in order to survive on the tourism market and attract more tourists. The paper presents the results of empirical research on a sample of 42 local tourist organizations about the types of social networks and the ways of their use in order to effectively promote tourism destinations and their offer.
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References
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2. Buhalis, D. (2000). Marketing the Competitive Destination of the Future. Tourism Management, Vol. 21, No. 1, 97-116.
3. Cheng, M., Edwards, D. (2015). Social media in tourism: A visual analytic approach. Current Issues in Tourism, Vol. 18, No. 11, 1080-1087.
4. Dwivedi, M., Yadav, A.,Venkatesh, U. (2011). Use of social media by national tourism organizations: a preliminary analysis. Information Technology & Tourism, Vol. 13, No. 2, 93-103.
5. Filo, K., Lock, D. Karg, A. (2015). Sport and social media research: A review. Sport management review, Vol. 18, No. 2, 166-181.
6. Hruška, J., Pásková, M. (2018). How do the National Tourism Organizations use the social media?. Economics and Management, Vol. 21, No. 4, 226-240.
7. International Communication Union, Statistics https://www.itu.int/en/
ITU-D/Statistics/Pages/stat/default.aspx, (28 January 2019).
8. Jovanović -Tončev, M., Podovac, M. (2016). Promoting Serbian Spas Usings Websites of Tourism Organizations and Specialized Hospitals. Economic Outlook, Vol. 18 No. 2, 77-86.
9. Jovanović-Tončev, M., Podovac, M. (2016). A Survey on Factors Influencing Tourists' Decision to Visit Spa Destination. 1st International Scientific Conference: Tourism in Function of Development of the Republic of Serbia- Spa Tourism in Serbia and Experiences of Other Countries. Vrnjačka Banja, 02-04. June, 2016, 122-138.
10. Jovanović-Tončev, M., Podovac, M. (2018). The influence of traditional and digital communication on the decision to visit spa destination in developing countries- Example of Serbian spas. The third Internation Scientific Conference Tourism in function of development of the Republic Serbia – Tourism in the Era of Digital Transformation. Vrnjačka Banja, 31 May - 02 June, 2018. 493-512.
11. Kang, M., Schuett, M. A. (2013). Determinants of sharing travel experiences in social media. Journal of Travel & Tourism Marketing, Vol. 30, No. 1-2, 93-107.
12. Kaplan, A. M., Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, Vol. 53, No. 1, 59-68.
13. Kiráľová, A., Pavlíčeka, A. (2015). Development of social media strategies in tourism destination. Procedia-Social and Behavioral Sciences, Vol. 175, 358-366.
14. Law on Tourism of the Republic of Serbia, http://mtt.gov.rs/
download/1(2)/ZAKON%20O%20TURIZMU.pdf (2 March 2019)
15. Leonardi, P. M. Huysman, M. Steinfield, C. (2013). Enterprise social media: Definition, history, and prospects for the study of social technologies in organizations. Journal of Computer-Mediated Communication, Vol. 19, No. 1, 1-19.
16. Martin-Fuentes, E., Ramon, N. D. (2014). Promotion of tourism through social networks. Tourism and Hospitality International Journal, Vol. 2, No.1, 34-55.
17. Miguéns, J., Baggio, R., Costa, C. (2008). Social media and tourism destinations: TripAdvisor case study. Advances in tourism research, Vol. 26, No. 28, 1-6.
18. Milenković, N., Cogoljević, M., Jovanović, D., Petrović, V., Stanković, M. (2019). The correlation and interaction of the sustainability and global innovation in transition countries. Applied ecology and enviromental research, Vol. 17, No. 2, 1499-1516.
19. Minazzi, R. (2015). Social media marketing in tourism and hospitality. Springer.
20. Nestorović, O., Petrović, V. (2019). Modern challenges of ecological sustainability. Thematic proceeding Sustainable agriculture and rural development in terms od the Republic od Serbia strategic goals realization within the Danube regiona – sustainablity and multifunctionality. Institute of Agricultural Economics, Belgrade, Serbia, 671-685.
21. Nezakati, H., Amidi, A., Jusoh, Y. Y., Moghadas, S., Aziz, Y. A., Sohrabinezhadtalemi, R. (2015). Review of social media potential on knowledge sharing and collaboration in tourism industry. Procedia-social and behavioral sciences, Vol. 172, 120-125.
22. Podovac, M., Đorđević, N., Milićević, S. (2019). Rural tourism in the function of life quality improvement of rural population on Goč mountain. Economics of Agriculture, Vol. 66, No. 1, 205-220.
23. Sotiriadis, M. D., Van Zyl, C. (2013). Electronic word-of-mouth and online reviews in tourism services: the use of twitter by tourists. Electronic Commerce Research, Vol. 13, No. 1, 103-124.
24. Zouganeli, S., Trihas, N. Antonaki, M. (2011). Social media and tourism: the use of Facebook by the European national tourism organizations. Tourism Today, Vol. 11, 110-121.
25. Digital trends: The number of smartphone users in the world is expected to reach a giant 6.1 billion by 2020, https://www.digitaltrends.
com/mobile/smartphone-users-number-6-1-billion-by-2020/, (13 August 2017).
Published
2019-06-01
How to Cite
Podovac, M., & S. Petrović, V. (2019). ROLE AND IMPORTANCE OF PROMOTION THROUGH SOCIAL NETWORKS ON THE EXAMPLE OF TOURIST ORGANIZATIONS. Tourism International Scientific Conference Vrnjačka Banja - TISC, 4(1), 536-552. Retrieved from https://tisc.rs/proceedings/index.php/hitmc/article/view/271
Section
Articles
