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Marketing
2019, vol. 50, br. 3, str. 195-206
jezik rada: srpski
vrsta rada: pregledni članak
objavljeno: 11/02/2020
doi: 10.5937/markt1903195Z
Creative Commons License 4.0
Korišćenje društvenih mreža u aktivnostima destinacijskih marketing organizacija
aAkademija poslovnih strukovnih studija, Odsek Blace, Beograd
bUniverzitet Singidunum, Fakultet za turistički i hotelijerski menadžment, Beograd

e-adresa: sonja.zlatanov@gmail.com, jpopesku@singidunum.ac.rs

Sažetak

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 fokusistraživanja 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. godine do 31.12.2018. godine na društvenim mrežama Facebook, Twitter i Instagram, kao i celokupan sadržaj objavljen na društvenim mrežama YouTube i Pinterest.

Ključne reči

digitalni marketing; društvene mreže; marketing turističkih destinacija; destinacijska marketing organizacija; lokalna turistička organizacija

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