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2021, vol. 7, br. 2, str. 133-156
Uloga društvenih medija u savremenom turističkom poslovanju
Akademija strukovnih studija Beograd, Odsek Visoka turistička škola, Beograd

e-adresajelena.jevic@visokaturisticka.edu.rs, vladimirp@visokaturisticka.edu.rs, jevicg@visokaturisticka.edu.rs
Ključne reči: društveni mediji; strateške on line komunikacije; imidž; reputacija; turizam
Sažetak
Društveni mediji predstavljaju globalni fenomen koji ima velikog uticaja na društvo, pre svega u pogledu mogućnosti za nove načine komunikacije koje su našle široku primenu u savremenom poslovanju. U tom smislu u radu se analizira kompleksna veza između komunikacija putem društvenih medija i poslovanja u turizmu. Osnovni cilj rada je identifikacija i definisanje uloge koju društveni mediji imaju u savremenom turističkom poslovanju. U tom smislu metodologija u radu, u odnosu na savremeno turističko poslovanje, podrazumeva: definisanje i analizu društvenih medija, sa posebnim naglaskom na njihove prednosti i nedostatke, zatim analizu i utvrđivanje značaja strateških on line komunikacija i naposletku identifikaciju i analizu karakteristika pojedinih društvenih medija koji imaju najveću važnost u ovom strateškom procesu. Jedan od zaključaka istraživanja je da strateški pristup društvenim medijima i on line komunikacijama predstavlja jednu od ključnih aktivnosti u savremenom turističkom poslovanju. Analizom rezultata ispunjen je postavljeni cilj istraživanja, odnosno utvrđena je: uloga društvenih medija i strateških on line komunikacija u savremenom turističkom poslovanju, kao i karakteristike društvenih medija koje imaju najveći uticaj na njega.
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O članku

jezik rada: srpski, engleski
vrsta rada: pregledni članak
DOI: 10.5937/Oditor2102133J
primljen: 08.05.2021.
prihvaćen: 12.07.2021.
objavljen u SCIndeksu: 25.09.2021.
Creative Commons License 4.0

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