Abstract
The development of new information technologies, especially the Internet, has led to changes in the approaches of applying marketing in tourism in many ways. Under these circumstances, digital marketing is gradually taking the leading role in every modern tourism marketing strategy. As the world becomes increasingly interconnected, keeping up with new developments and trends and adapting to the online sphere is vital for all tourism companies and organizations that want to maintain their current success and attract new tourists. The digital revolution has forever changed the way the media operate, and the changes brought about are far from over. The aim of this paper is to show the role and importance of digital marketing in modern tourism. In order to reach the conclusion, the paper will show the results of the research on the degree that Serbian tourists rely on digital media while choosing a tourism destination and making additional travel choices. The data collected were analyzed using the statistical analysis software SPSS, version 23.
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