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2021, vol. 67, br. 1, str. 27-41
Internet promocija Moravičkog upravnog okruga kao turističke destinacije
aHigher business school of vocational studies "Prof. dr Radomir Bojković", Kruševac
bUniverzitet u Kragujevcu, Fakultet za hotelijerstvo i turizam, Vrnjačka Banja

e-adresadusan.garabinovic.032@gmail.com, snezana.milicevic@kg.ac.rs
Ključne reči: turistička destinacija; Internet promocija; Web sajtovi; društvene mreže; informaciono-komunikacione tehnologije; Moravički upravni okrug
Sažetak
Turističke destinacije teže da kreiraju i adekvatno predstave integrisani turistički proizvod. Ciljno tržište često zna biti van nacionalnih granica. U takvim uslovima, savremena turistička promocija zahteva fleksibilnost i kreiranje optimalne strategije komunikacije. Takve strategije uključuju kombinaciju Interneta i tradicionalnih oblika promotivnih aktivnosti. Kao najosnovnije, a često i najznačajnije elemente Internet promotivnog miksa, neophodno je istaći Web sajtove i društvene mreže. Svako područje ima neke svoje turističke specifičnosti, pa tako i Moravički upravni okrug (Čačak, Lučani, Gornji Milanovac i Ivanjica) kao deo Republike Srbije. U skladu sa tim, cilj ovog rada je da ukaže na prisutnost lokalnih turističkih organizacija, hotela, putničkih agencija i turističkih manifestacija sa teritorije Moravičkog upravnog okruga na Internetu kroz korišćenje Web sajtova i društvenih mreža. Izvršena je Internet pretraga i pretraga društvenih mreža radi utvrđivanja da li prethodno navedeni turistički činioci imaju Web sajt i naloge na analiziranim društvenim mrežama, da li su otvoreni nalozi na društvenim mrežama korišćeni tokom analiziranog perioda 2019. godine i utvrđivanja broja pratilaca. Doprinos ovog rada je u tome što pruža pregled aktuelne situacije u oblasti Internet promocije Moravičkog upravnog okruga kao turističke destinacije koja do sada nije u velikoj meri istraživanja.
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O članku

jezik rada: engleski
vrsta rada: originalan članak
DOI: 10.5937/ekonomika2101027G
primljen: 15.09.2020.
prihvaćen: 14.02.2021.
objavljen u SCIndeksu: 23.04.2021.
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