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Industrija
2012, vol. 40, br. 2, str. 157-174
jezik rada: engleski
vrsta rada: izvorni naučni članak

Tourist destination branding on social networks
(naslov ne postoji na srpskom)
aUniverzitet Megatrend, Beograd, Fakultet za poslovne studije
bUniverzitet EDUCONS, Fakultet za sport i turizam, Novi Sad
cEkonomski institut, Beograd

e-adresa: ibulut@megatrend.edu.rs

Projekat

Organizacione i informacione podrške sistemu upravljanja kvalitetom kao ključnim faktorom povećanja konkurentnosti naših preduzeća i njihiovog bržeg izlaska na svetsko i EU tržište (MPNTR - 179001)

Sažetak

Društvene mreže su postale savremeni način komunikacije. Intenzivna elektronska komunikacija 'od usta do usta' (elektronski marketing od usta do usta, usmena propaganda elektronskim putem) utiče na brzo prenošenje iskustva i kreiranje pozitivnih i negativnih stavova. Sa druge strane, brendiranje turističkih destinacija postalo je jedno od najmoćnijih sredstava u primeni marketing strategije u turizmu. Cilj ovog rada zasnovanog na primarnom istraživanju je ispitivanje koncepta elektronskog marketinga od usta do usta i uloge društvenih mreža u procesu brendiranja turističkih destinacija.

Ključne reči

brendiranje turističkih destinacija; društvene mreže; elektronski

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