Abstract
Social media represents a global phenomenon that has a great influence on society, primarily in terms of opportunities for new ways of communication that found wide application in modern business. In that sense, the paper analyzes the complex situation between social media communication and tourism. Main goal of the paper is identifying and defining the role that social media have in contemporary tourism. Methodology in the paper, related to contemporary tourism business includes: defining and analyzing social media with special emphasis on their advantages and disadvantages, then analysis and determining the importance of strategic online communication and finally identifying and analyzing the characteristics of individual social media that are of the greatest importance in this strategic process. One of the research conclusions is that the strategic approach of social media and online communication represents one of the key activities in modern tourism business. The set research goal was fulfilled through research analysis, i.e. the role of social media and strategic online communication in modern tourism business was determined, as well as characteristics of social media that have the greatest impact on it.
Highlights
In context of strategic online communications, attention should be paid to influencers, i.e. people who have a large number of followers on social media, through which they promote certain brands, including tourist destinations and tourism service providers
The basis of communication through these media is multimedia, as a combination of video material, photographs, text, graphics, etc., which aim to highlight the advantages of a particular tourist offer over other, competitive offers. Tourist destinations emphasize their elements of tourist attractiveness, with special reference to their authenticity
The role of communication through social media should not be neglected in case of museums, galleries, archeological sites, festivals and many other whose offer has a great impact on tourist visits and experiences of tourists
Summary
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 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. 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. Posmatrajući navedeno, predmet istraživanja u ovom radu su: društveni mediji, sa posebnim naglaskom na njihove karakteristike od značaja za savremeno turističko poslovanje, strateške on line komunikacije koje imaju ključnu ulogu u kreiranju i upravljanju imidžom, brendom i reputacijom turističkih destinacija i pružalaca turističkih usluga i vrste društvenih medija koje imaju najvažniju ulogu u tom procesu.
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