The Link Between Digital Media and Making Travel Choices
Veza između digitalnih medija i donošenja odluka u vezi sa putovanjima
Abstract
The development of new information technologies, especially the Internet, has led to changes in the approaches of applying marketing in tourism in many ways. Under these circumstances, digital marketing is gradually taking the leading role in every modern tourism marketing strategy. As the world becomes increasingly interconnected, keeping up with new developments and trends and adapting to the online sphere is vital for all tourism companies and organizations that want to maintain their current success and attract new tourists. The digital revolution has forever changed the way the media operate, and the changes brought about are far from over. The aim of this paper is to show the role and importance of digital marketing in modern tourism. In order to reach the conclusion, the paper will show the results of the research on the degree that Serbian tourists rely on digital media while choosing a tourism destination and making additional travel choices. The data collected were analyzed using the statistical analysis software SPSS, version 23.c
Apstrakt
Razvoj novih informacionih tehnologija, pre svega interneta, doveo je do brojnih promena načina primene marketinga u turizmu. Usled ovih okolnosti, digitalni marketing postepeno preuzima vodeću ulogu u svakoj modernoj marketing strategiji u turizmu. Kako svet postaje sve povezaniji, ići u korak sa novim dostignućima i trendovima i prilagođavanje online sferi poslovanja je od ključnog značaja za sva turistička preduzeća i organizacije koje žele da održe svoj trenutni uspeh i privuku nove turiste. Digitalna revolucija je zauvek promenila način na koji mediji funkcionišu, a promene koje je donela su konstantne i duboke. Cilj ovog rada je da predstavi ulogu i važnost primene digitalnog marketinga u modernom turizmu. U skladu sa tim, u radu će biti predstavljeni rezultati istraživanja o stepenu upotrebe digitalnih medija od strane turista u Republici Srbiji u svrhe izbora turističke destinacije i dodatnih elemenata putovanja. Prikupljeni podaci su analizirani korišćenjem softvera za statističku analizu SPSS, verzija 23.
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