DIGITAL MARKETING STRATEGIES FOR POSITIONING RELIGIOUS TOURISM DESTINATIONS: EVIDENCE FROM BOSNIA AND HERZEGOVINA

Angelina Njeguš; Ivan Kosta; Jelena Gajić

doi:10.5937/ejae23-62418

Angelina Njeguš Singidunum University, Belgrade, Serbia https://orcid.org/0000-0001-8682-7014
Ivan Kosta Singidunum University, Belgrade, Serbia
Jelena Gajić Singidunum University, Belgrade, Serbia

DOI: https://doi.org/10.5937/ejae23-62418

Sažetak

Ovaj rad istražuje ulogu digitalnog marketinga u pozicioniranju destinacija religijskog turizma, sa posebnim fokusom na Bosnu i Hercegovinu. Primenom kombinovanog metodološkog pristupa, studija integriše institucionalne i turističke perspektive u cilju identifikovanja digitalnih alata i upravljačkih strategija koje unapređuju vidljivost destinacije, angažman posetilaca i konkurentnost. Nalazi istraživanja ukazuju na značajan jaz između percipiranog potencijala religijskog turizma i njegovog ograničenog operativnog okvira, što je pre svega posledica institucionalne fragmentacije i niskog nivoa digitalne zrelosti. Društvene mreže, digitalno pripovedanje i saradnja sa influenserima izdvajaju se kao ključni pokretači odluka posetilaca, njihove lojalnosti i imidža destinacije. Istraživanje uvodi okvir Razvoj–Saradnja–Dijalog, koji povezuje digitalnu zrelost i međuinstitucionalnu koordinaciju kao osnovne faktore upravljanja destinacijom u postkonfliktnim, multikonfesionalnim društvima. Preporuke za kreiranje politika naglašavaju potrebu za koordinisanim upravljanjem, digitalnim inovacijama i održivim brendiranjem svetih mesta, s ciljem unapređenja vidljivosti Bosne i Hercegovine kao duhovne destinacije.

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