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2012, vol. 40, br. 2, str. 157-174
Tourist destination branding on social networks
(naslov ne postoji na srpskom)
aMegatrend Univerzitet, Fakultet za poslovne studije, Beograd
bUniverzitet Educons, Fakultet za sport i turizam, Novi Sad
cEkonomski institut, Beograd

e-adresaibulut@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)

Ključne reči: brendiranje turističkih destinacija; društvene mreže; elektronski
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.
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O članku

jezik rada: engleski
vrsta rada: izvorni naučni članak
objavljen u SCIndeksu: 05.03.2013.
metod recenzije: dvostruko anoniman