Korišćenje društvenih mreža u aktivnostima destinacijskih marketing organizacija

Abstract

Tourism destination marketing management is an extremely important process, therefore destination marketing organizations have gained their well-deserved place in the tourism literature. is Turbulent environment characteristic for the tourism market requires finding new and innovative ways of actively engaging with the target market, hence destination marketing organizations must continually adapt to changes, including finding new ways of communicating with potential tourists. In information society we live in, very few marketing programs can be considered successful and complete unless they have a meaningful digital component. For that reason, this paper offers survey on the degree of use and quality of social media marketing activities by the destination marketing organizations on the examples of the tourism organization of Western Serbia and the tourism organization of "Zlatibor". The main focus of the research is the analysis and interpretation of data collected from the content analysis of social media posts by the tourism organizations of Western Serbia and "Zlatibor". Content published from January 1st 2017 to December 31st 2018 on Facebook, Twitter and Instagram was analyzed, as well as all posts published on YouTube and Pineterest.