DIGITAL MARKETING STRATEGIES FOR POSITIONING RELIGIOUS TOURISM DESTINATIONS: EVIDENCE FROM BOSNIA AND HERZEGOVINA
Keywords:
religious tourism, digital storytelling, destination governance, Bosnia and Herzegovina, spiritual heritage.
Abstract
This paper examines the role of digital marketing in positioning religious tourism destinations, focusing on Bosnia and Herzegovina (BiH). Using a mixed-method approach, the study integrates institutional and tourist perspectives to identify digital tools and governance strategies that improve destination visibility, visitor engagement, and competitiveness. Findings show a significant gap between the perceived potential of religious tourism and its limited operational framework, mainly due to institutional fragmentation and weak digital capacity. Social media, digital storytelling, and influencer collaborations stand out as key drivers of visitor decisions, loyalty, and destination image. The research introduces the Development–Cooperation–Dialogue framework, linking digital maturity and inter-institutional coordination as core factors of destination management in post-conflict, multi-faith societies. Policy recommendations emphasize the need for coordinated governance, digital innovation, and sustainable branding of sacred sites to boost Bosnia and Herzegovina’s visibility as a spiritual destination.
References
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[16] Zarkada, A.K., Kashif, M., Zainab (2025). The structure and content of the religious tourism destination image construct: an exploratory netnography of travelers’ reviews of Makkah and Medina. Journal of Islamic Marketing 3 February 2025; 16 (3): 689–712. https://doi.org/10.1108/JIMA-06-2024-0229
[17] Zec, S., Perić Despotović, J., & Berberović, E. (2020). The challenges of digital marketing in tourism. Proceedings EKONBIZ | 2020. https://www.ekonbiz.ues.rs.ba/ojs/article/view/178.html
[18] Zeković, K., & Gluhović, N. (2022). Digital Tourism Innovations in Bosnia And Herzegovina. Knowledge - International Journal, 53(1), 65–71. Retrieved from https://ojs.ikm.mk/index.php/kij/article/view/5432
[19] Zlatanov, S., & Popesku, J. (2021). Promotion of religious tourism sites on Facebook by NTOs. International Journal of Religious Tourism and Pilgrimage, 9(3), Article 7. https://doi.org/10.21427/5GCT-VB53
[2] Bjeljac, Ž., Terzić, A., Petrović, M. D. (2016). Cultural Routes – The Development of New Tourist Destinations in Serbia. Agricultural, 1(21)/1, UDK 338.483.12(497.11). https://cyberleninka.ru/article/n/cultural-routes-the-development-of-new-tourist-destinations-in-serbia/viewer.
[3] Center of Excellence for Evaluation and Policy Research. (2022, March). Tourism in Bosnia and Herzegovina: In-depth analysis of current strategic and legislative framework. School of Economics and Business, Sarajevo. https://www.efsa.unsa.ba/ef/sites/default/files/peer_sebs_tourism_report_clean_2022.04.05.pdf
[4] Correia, A., Kozak, M., & Ferradeira, J. (2013). From tourist motivations to tourist satisfaction. International Journal of Culture, Tourism and Hospitality Research, 7(4), 411–424. https://doi.org/10.1108/IJCTHR-05-2012-0022
[5] Durán-Sánchez, A., Álvarez-García, J., Del Río-Rama, M. D. l. C., & Oliveira, C. (2018). Religious Tourism and Pilgrimage: Bibliometric Overview. Religions, 9(9), 249. https://doi.org/10.3390/rel9090249
[6] Gretzel, U., Sigala, M., Xiang, Z., & Koo, C. (2015). Smart tourism: Foundations and developments. Electronic Markets, 25(3), 179–188. https://link.springer.com/article/10.1007/s12525-015-0196-8.
[7] Kasemsarn, K., & Nickpour, F. (2025). Digital Storytelling in Cultural and Heritage Tourism: A Review of Social Media Integration and Youth Engagement Frameworks. Heritage, 8(6), 200. https://doi.org/10.3390/heritage8060200
[8] Londhe, K., Dharmadhikari, N., Zaveri, P., Sakoglu, U. (2024) Enhanced Travel Experience using Artificial Intelligence: A Data-driven Approach. Procedia Computer Science, Vol. 235, 2024, 1920-1928, ISSN 1877-0509, https://doi.org/10.1016/j.procs.2024.04.182.
[9] Obradović, S. (2024). Sacred Journeys: Exploring Emotional Experiences and Place Attachment in Religious Tourism at Monasteries in Serbia. Religions, 15(6), 654. https://doi.org/10.3390/rel15060654
[10] Raj, R., & Griffin, K. (2015). Religious tourism and pilgrimage management: An international perspective. CABI. https://www.cabidigitallibrary.org/doi/book/10.1079/9781780645230.0000
[11] Smith, P. (2013). Emarketing Excellence: Planning and Optimizing your Digital Marketing (4th ed.). Routledge. https://doi.org/10.4324/9780203082812
[12] Timothy, D. J., & Olsen, D. H. (2006). Tourism, religion and spiritual journeys. Routledge. https://doi.org/10.4324/9780203001073.
[13] Unkić, F. (2025). Digital transformation of tourist boards in Bosnia and Herzegovina: The role of artificial intelligence, chatbots, and web standards in strengthening competitive advantage. ISAR Journal of Economics and Business Management, 3(10), 26–38. Available at: https://isarpublisher.com/backend/public/assets/articles/1760958180-ISARJEBM-3352025--Gallery-Script.pdf.
[14] Vaško, Ž. & Vaško, B. (2018). Tourism Promotion Through the Web by Tourism Organizations and Boards in Bosnia And Herzegovina. Tourism International Scientific Conference Vrnjačka Banja - TISC, 3(1), 203-220. Retrieved from https://www.tisc.rs/proceedings/index.php/hitmc/article/view/11
[15] Wu, W., Xu, C., Zhao, M., Li, X., & Law, R. (2024). Digital Tourism and Smart Development: State-of-the-Art Review. Sustainability, 16(23), 10382. https://doi.org/10.3390/su162310382
[16] Zarkada, A.K., Kashif, M., Zainab (2025). The structure and content of the religious tourism destination image construct: an exploratory netnography of travelers’ reviews of Makkah and Medina. Journal of Islamic Marketing 3 February 2025; 16 (3): 689–712. https://doi.org/10.1108/JIMA-06-2024-0229
[17] Zec, S., Perić Despotović, J., & Berberović, E. (2020). The challenges of digital marketing in tourism. Proceedings EKONBIZ | 2020. https://www.ekonbiz.ues.rs.ba/ojs/article/view/178.html
[18] Zeković, K., & Gluhović, N. (2022). Digital Tourism Innovations in Bosnia And Herzegovina. Knowledge - International Journal, 53(1), 65–71. Retrieved from https://ojs.ikm.mk/index.php/kij/article/view/5432
[19] Zlatanov, S., & Popesku, J. (2021). Promotion of religious tourism sites on Facebook by NTOs. International Journal of Religious Tourism and Pilgrimage, 9(3), Article 7. https://doi.org/10.21427/5GCT-VB53
Published
2026/04/17
Section
Original Scientific Paper
