Use of Social Networks by Destination Marketing Organisations
Korišćenje društvenih mreža u aktivnostima destinacijskih marketing organizacija
Abstract
Tourism destination marketing management is an extremely important process, therefore destination marketing organizations have gained their well-deserved place in the tourism literature. is Turbulent environment characteristic for the tourism market requires finding new and innovative ways of actively engaging with the target market, hence destination marketing organizations must continually adapt to changes, including finding new ways of communicating with potential tourists. In information society we live in, very few marketing programs can be considered successful and complete unless they have a meaningful digital component. For that reason, this paper offers survey on the degree of use and quality of social media marketing activities by the destination marketing organizations on the examples of the tourism organization of Western Serbia and the tourism organization of “Zlatibor”. The main focus of the research is the analysis and interpretation of data collected from the content analysis of social media posts by the tourism organizations of Western Serbia and “Zlatibor”. Content published from January 1st 2017 to December 31st 2018 on Facebook, Twitter and Instagram was analyzed, as well as all posts published on YouTube and Pineterest.
Apstrakt
Upravljanje marketingom turističkih destinacija je izuzetno važan proces, pa su destinacijske marketing organizacije dobile svoje zasluženo mesto u literaturi iz oblasti turizma. Turbulentno okruženje koje karakteriše poslovanje na turističkom tržištu iziskuje pronalaženje novih i inovativnih načina za uspostavljanje aktivnog odnosa sa ciljnim tržištem, pa se i destinacijske marketing organizacije moraju kontinuirano prilagođavati promenama u okruženju, što podrazumeva, između ostalog, i nove načine komuniciranja sa potencijalnim turistima. U aktuelnom društvu informacija, veoma mali broj marketing programa se može smatrati uspešnim i kompletnim ukoliko nema smislenu digitalnu komponentu. Iz tog razloga, ovaj rad predstavlja istraživanje stepena upotrebe i kvaliteta korišćenja društvenih mreža u marketing aktivnostima destinacijskih marketing organizacija na primerima Turističke organizacije regije Zapadna Srbija i Turističke organizacije „Zlatibor’’. Glavni fokus istraživanja je analiza i interpretacija podataka prikupljenih iz analize sadržaja objava TO Zapadna Srbija i TO „Zlatibor“ na društvenim mrežama. Analiziran je sadržaj objavljen u periodu od 01.01.2017. godi-ne do 31.12.2018. godine na društvenim mrežama Facebook, Twitter i Instagram, kao i celokupan sadržaj objavljen na društvenim mrežama YouTube i Pinterest.
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