Sandra Zec
Master studij, Univerzitet u Istočnom Sarajevu,
Fakultet poslovne ekonomije Bijelјina, Republika Srpska, Bosna i Hercegovina
Bosnia and Herzegovina
Jovana Perić Despotović
AD „Komunalac“ Bijelјina, Republika Srpska, Bosna i Hercegovina,
Bosnia and Herzegovina
Emir Berberović
Master studij, Univerzitet u Istočnom Sarajevu,
Fakultet poslovne ekonomije Bijelјina, Republika Srpska, Bosna i Hercegovina
Bosnia and Herzegovina
Abstract
In the tourism sector, as well in many other sectors, the changes which are caused by the application of modern information-communications technologies and internet are more than apparent. The application of a digital marketing is not only apparent regarding the subject of products, but services as well, which most definitely relates with services in the tourism. The marketing budget in the tourism is increasingly diverted towards Google and Facebook advertising. With a strategy of digital marketing the costumers are being attracted on the way which was until now rather unusual and which differs significantly from the traditional methods. Besides the fact that it does not require increased expenses of advertising and promotion, the ability of the marketing campaign’s global access is enabled, transparent ability of tracking marketing’s results in real time, an easier campaigns adjustment in any possible moment as well. With the use of new web technologies in communication via social networks, all of that contributes significantly to the filling of accommodation capacities. After presenting the concept regarding the digital marketing, some of the main features of tourism will be mentioned, as well as factors which are focusing on the tourism market. Without diminishing significant advantages of digital marketing in the field of tourism, it was indicated on the key challenges with which the digital marketing creators have to coup with, as well on the fields on which the further research should be directed to.
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