MARKETING STRATEGIJA I PRIMENA INFORMACIONO-KOMUNIKACIONIH TEHNOLOGIJA U ODRŽIVOM RAZVOJU TURIZMA REPUBLIKE SRBIJE SA OSVRTOM NA DRUŠTVENE MREŽE
DOI:
https://doi.org/10.46793/GlasnikDN17.2.093TKeywords:
tourism product, information and communication technology, marketing orientation, the tourist market, internet, social networks, the sustainable development of tourism, rural tourism, Web site.Abstract
Tourism belongs to activities that are based on free time and leasure. This is an area characterized by high implementation of marketing. The reason for this lies in the characteristics of the tourist market, which requires the use of the marketing concept as a prerequisite for the success of modern tourist organizations’ business.
Today, the contemporary way of doing business in tourism cannot be imagined without the use of Information-Communication Technology (ICT) and computers. The emergence of the Internet strongly influenced the improvement of the tourist organizations’ business in all their business segments, especially in the field of marketing. Speed, accessibility, visual experience, reducing the "intangibility" of tourist products and interactivity are just some of the benefits that the use of the Internet in tourism provides.
Social networks and the Internet represent a new communication technology that brings together a large number of users and offers a wide range of possibilities. Researching the market and adapting tourist products to the wishes of customers has been facilitated to the extent that customers are also able to independently create arrangements according to their own wishes. Also, one of the channels of communication are social networks, which may have...
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