The Importance of Instagram as a Digital Communication Medium in the Tourism and Hotel Industry
Značaj Instagrama kao digitalnog komunikacionog medija u turizmu i hotelijerstvu
Abstract
The digital revolution has led to significant transformations when it comes to the weys companies communicate with their target markets. In addition to traditional media, digital channels and social networks are increasingly used as communication channels for establishing communication with real and potential customers. These changes are also identified when it comes to the business of service companies. The paper presents the basic characteristics of the Instagram social network with a focus on the application of Instagram in the business of four hotels from the Republic of Serbia. A detailed analysis of the available content on the hotel‘s official profiles refers to the period from October 1, 2022 to September 30, 2023. The results of the comparative analysis of secondary data showed that there are differences when it comes to the quantity of posts on a monthly basis. When it comes to the nature of the content that is published within the posts, general common elements characteristic of the area that is the subject of the analysis were observed. In addition, certain specificities have been identified by which hotels differ from each other, and which can be a source of differentiation and competitive advantage. Also, through the analysis, the posts shown in the paper that were most liked by the followers in the above-mentioned time period were identified. In addition to theoretical and practical contributions, the paper presents limitations and guidelines for future research.
Apstrakt
Digitalna revolucija dovela je do značajnih transformacija kada je reč o načinima komuniciranja preduzeća sa ciljnim tržištima. Pored tradicionalnih medija kao komunikacioni kanali za uspostavljanje komunikacije sa stvarnim i potencijalnim kupcima sve više se primenjuju digitalni kanali i društvene mreže. Ove promene identifikuju se i kada je reč o poslovanju uslužnih preduzeća. U radu su prikazane osnovne karakteristike društvene mreže Instagram sa osvrtom na primenu Instagrama u poslovanju četiri hotela iz Republike Srbije. Detaljna analiza raspoloživog sadržaja na zvaničnim profilima hotela odnosi se na period od 1. oktobra 2022. godine do 30. Septembra 2023. godine. Rezultati komparativne analize sekundarnih podataka pokazali su da postoje razlike kada je reč o kvantitetu objava na mesečnom nivou. Kada je reč o prirodi sadržaja koji se objavljuje u okviru postova uočeni su opšti zajednički elementi karakteristični za oblast koja je predmet analize. Pored toga, identifikovane su određene specifičnosti po kojima se hoteli međusobno razlikuju, a koje mogu biti izvor diferenciranja i konkurentske prednosti. Takođe, analizom su identifikovane i u radu prikazane objave koje su se pratiocima najviše dopale u gore pomenutom vremenskom periodu. Pored teorijskih i praktičnih doprinosa u radu su prikazana ograničenja i smernice za istraživanja u budućnosti.
References
- Ćamilović D. (2018) Restaurant promotion on social networks, HOTELPLAN 2018, 2–3 November 2018, Belgrade. Belgrade: Higher School of Professional Studies in Hotel Management, proceedings, pp. 759–767.
- Ćamilović, D. (2020). How local tourist organisations in Serbia use Facebook. Tourism Business, (25, 26), 27-37.
- Đurić, Z. (2018). The Importance of Communication via Social Media in Hospitality. Tims. Acta: Scientific Journal for Sport, Tourism and Wellness, 12(1).
- Hasan, A. M. (2015). Promotional activities in the strategic tourism development of Lapland. Centria University of Applied Sciences, Finland.
- Jovičić, D. (2009). Market communication via the internet in the marketing of construction materials on the Serbian market. School of Business, 4, 147-155.
- Khmiadashvili, L. (2019). Digital marketing strategy based on hotel industry study in Tbilisi. International E-Journal of Advances in Social Sciences, 5(14), 922-927.
- Kurniawan, Y., Caesar, G. C., Maliki, W. P., Christabel, K., & Anwar, N. (2021). Analysis of social media Instagram effectivity in hotel industries (a case study approach). In 2021 International Conference on Information Management and Technology (ICIMTech) (Vol. 1, pp. 458-463). doi: 10.1109/ICIMTech53080.2021.9534930.
- Mašić, S., & Kosar, N. (2016, June). Hotels and social media–case study of Serbia. In Tourism International Scientific Conference Vrnjačka Banja-TISC (Vol. 1, No. 1, pp. 277-295).
- Ristova, C., & Angelkova, T. (2018). Social media as tool for promotion of the tourist destination.170-186. 3rd International Scientific Conference Touirsm in function of development of the Republic of Serbia. Tourism in the Era of Digital Transformation. University of Kragujevac Faculty of Hotel Management and Tourism in Vrnjačka Banja.
- Šerić, M., & Vernuccio, M. (2022). Challenges in Marketing Communications during the COVID-19 Pandemic: Insights from Tourism and Hospitality Managers. Tourism: An International Interdisciplinary Journal, 70(4), 694-706.
- https://instagram.com/hotel_fontana_vrnjacka_banja?igshid=NzF6enBsbXJ5Z3Nw
- https://instagram.com/hotel_sunce_sokobanja?igshid=bWhhYTRnZjNycmZt
- https://instagram.com/hotel_putnik_kopaonik?igshid=MXdsNDlyYXZwZW9nNg
- https://instagram.com/hotel_palisad?igshid=N3A4b2ltM2MxZXJj
- www.linkedin.com
- www.stat.gov.rs
- www.statista.com
