PRIMENA MARKETINGA DRUŠTVENIH MREŽA U TURIZMU

  • Milica Popović Istraživač - pripravnik
DOI: https://doi.org/10.5937/turpos0-36831
Ključne reči: turizam, marketing, društvene mreže, brend, namere u kupovini

Sažetak


Korišćenje društvenih mreža je postao sastavni deo života mnogih generacija sadašnjice. Ovi alati bazirani na korišćenju web-a omogućili su turističkim kompanijama da utvrde potrebe turista i ostanu kompetentni na tržištu koje se kontinuirano menja. Stoga, ovaj istraživački rad predstavlja načine korišćenja društvenih mreža u turističkom marketingu, proširivanjem granica turizma na inovativan način. U vezi s tim, predmet ovog rada ogleda se u određivanju da li društvene mreže imaju pozitivan uticaj na poslovne performance u turističkom sektoru, kao i kako uključiti ove alate u brend strategije turističkih kompanija. U izradi rada dominiraju sekundarni podaci iz akademskih publikacija u oblasti turizma, marketinga i informacionih tehnologija. Rezultati istraživanja potvrdili su početne hipoteze, pri čemu je ustanovljeno da društvene mreže imaju pozitivan uticaj na nameru kupovine od strane turiste i na njihovu lojalnost brendu, čime su poboljšane performanse turističkih kompanija. Značaj rezultata istraživanja ogleda se u optimizaciji korišćenja društvenih mreža u turističkom marketingu kako bi se unapredio kvalitet turističkih usluga i povećao nivo zadovoljstva turista.

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Objavljeno
2022/06/17
Broj časopisa
Br. 29 (2022): Turističko poslovanje
Rubrika
Članci