АКТИВНОСТИ НАЦИОНАЛНИХ ТУРИСТИЧКИХ ОРГАНИЗАЦИЈА НА ФЕЈСБУКУ: СРБИЈА И ДЕФИНИСАНИ КОНКУРЕНТСКИ СЕТ
DOI:
https://doi.org/10.22190/TEME190515054ZKljučne reči:
дестинацијске маркетинг организације, националне туристичке организације, дигитални маркетинг, маркетинг друштвених медија, дигитална промоција туристичких дестинацијаApstrakt
Друштвене мреже се у великој мери користе у савременом туризму, што је условљено савременим кретањима у туризму и променама у туристичким потребама. Њихова употреба, посебно од стране националних туристичких организација, пружа бројне предности попут развијања директне везе са туристима, приступа повратним информацијама, као и прилагођавања начина комуникације потребама појединачних корисника. С обзиром на неопходност њиховог коришћења, овај рад представља истраживање о степену употребе и квалитету промотивних активности Туристичке организације Србије на Фејсбуку. У циљу детаљније анализе, упоређене су промотивне активности националних туристичких организација Србије, Словеније, Бугарске, Мађарске, Чешке, Словачке и Аустрије на Фејсбуку. Истраживање је спроведено на основу анализе садржаја и обухваћене су све објаве одабраних националних туристичких организација на Фејсбуку у периоду од једне године. Резултати истраживања о успешности промотивних активности представљених кроз стопу интеракције се могу искористити за даље унапређење промотивних активности Туристичке организације Србије на Фејсбуку, као и на другим друштвеним медијима. Анализа је показала да су промотивне активности одабраних НТО на Фејсбуку сличне једна другој, иако се могу саветовати одређена побољшања.
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