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The impact of a short-term digital marketing campaign on improving the sales of hotel capacities

2024-02-07T22:09:24+01:00

This paper aims to present an example of an active approach to the use of social networks as a part of marketing activities, to stimulate short-term capacity sales in specific terms. The subject of the research is the influence of a specific online marketing campaign through selected social networks on the improvement of the sales of accommodation capacities with the example of the hotel Putnik on Kopaonik. The goal of the campaign is to find a quick way to potential users and to encourage their interest. It is of great importance to plan and direct the marketing campaign because the wide distribution does not directly affect the results. Online marketing has shown to be a useful tool for fast group targeting to which the offer will be directed.

The research aims to present preliminary short-term results of social media marketing activities on increasing capacity utilization and achieving higher business results. The data used in the paper are unpublished, acquired from the official business report of the hotel software "PROTEL".

Tourism Development in South Asia Region: Challenges and Opportunities

2024-02-07T22:09:24+01:00

Tourism development in the South Asian region has gained significant attention in recent years due to its potential to contribute in economic growth, poverty reduction and regional integration. However, this region faces several challenges including political instability, security concerns, insufficient infrastructure, and limited coordination among stakeholders. This paper aims to provide a comprehensive overview of the challenges and opportunities for tourism development in the South Asian region. This paper uses the SWOT model and a derived matrix for sustainable growth in the South Asian tourism industry. The data sources for the study are related literature reviews, field observations, interviews with professionals and questionnaires distributed to 100 international travellers. To analyse strategic factors of the country's tourism industry internal strengths and weaknesses as well as external opportunities and threats were identified, followed by strategic planning based on the SWOT matrix and weighted decision matrix. The findings concern both the use of the SWOT technique as a research method and an assessment of the tourism potential of South Asia. The findings of the analysis reveal that, tourism development strategies have to implement includes promoting travel as a driver of economic expansion and job creation, establishing public-private partnerships and integrated marketing campaigns, collaborating on human resource development, improving the quality of facilities and infrastructure, promoting attractions on an on-going basis on a national and international level and developing various tourist attraction products with the participation of independent, small-scale tourism service providers. Overall, this study can provide valuable insights into the region's potential for growth and collaboration, helping to promote economic development and cultural exchange across the region.

Keywords: SWOT analysis, tourism, tourism development strategy, weighted decision matrix

Research of service quality of hotels in Belgrade by analysis of guest reviews on Facebook

2024-02-07T22:09:25+01:00

The development of the Internet brings with it a significant change, because today users of information do not only depend on the provider of tourist services, but information can also be obtained from other users of these services. The distribution of information is done word-mouth-WOM, but not in a traditional way, but through the use of Web 2.0 applications (eWOM). Hotels’ social media profile are becoming an increasingly important source for consumers when collecting information about hotel products. Social networks make up one network platform for connecting people around the world, enabling them to download information freely through audio-visual, audio and text-based information. Successful communication through social networks today is almost no longer an issue of choice, but is one of the most important tools of business for every hotel and tourist company that contributes to achieving better business results. The aim of this research was to identify if there are differences in perception of service quality in selected hotels. The tested variables were gender and origin of guests and hotel category (number of stars). The results of research showed that there are no differences in perceptions of service quality according to gender and origin of guests. Hotel category proved to be a factor of differences in the perceptions of the guests.

Revisiting and Integrating Residents’ Perceptions Towards Tourism Development in urban

2024-02-07T22:09:25+01:00

This study sought to determine residents’ perceptions towards tourism development and the subsequent impacts of tourism in South Africa. Tourism’s impacts on residents have been a topical issue in existing literature given that they can offer guidance for planners in terms of development trajectories. This is because tourism is widely associated with both negative and positive impacts on residents, depending on the destination’s life cycle and other factors. Thus, Soweto as South Africa’s most visited township and a place where tourism is seen as a strategic tool for socio-economic development was selected as an ideal case study for this research. A positivist, quantitative research approach was employed in targeting residents (n=241) using a systematic random sampling method. Data was analysed through IBM SPSS 24 and key findings revealed that, on the whole, residents are involved directly or indirectly in tourism and generally support its development. Additionally, it was found that residents have largely positive feelings towards tourism and its development in the area although nuances were there regarding tourism recently highlighting the economic gaps between the poor and the rich. The government was also criticised for failing to increase education about tourism among residents so that they can effectively benefit from it. It was also suggested that tourism compromises the authenticity of heritage and cultural activities in the area, whilst also resulting in the increased prices of goods and services for locals. The study recommends that there be more collaboration with the residents such that they would be able to capitalize on the opportunities presented by tourism. Moreso, regular dialogue with residents around tourism development in their area ought to strengthen the position of tourism as a socio-economic tool for local development and growth. The study therefore ultimately contributes to existing theoretical debates around the effective management of tourism for the betterment of society.