THE ROLE OF E-COMMERECE IN TOURISM DEVELOPMENT OF THE REPUBLIC OF SERBIA
Abstract
Tourism belongs to the group of information-intensive sectors and the development of information-communication technologies significantly changed its structure. The development of e-commerce has influenced its implementation in tourism where it is observed like a tool for improving the efficiency of business activities. However, the intensity of e-commerce use in tourism depends on many factors, such as institutional, technological and organizational. This paper aims at analysing the role of different e-commerce models in creating the business performance of companies. The initial assumption in this paper is that introduction of e-commerce has positive effect on business performance of tourism companies. The assumption is tested on a sample of 32 tourism companies that operate on the Serbian market, regarding the relevant statistical methods. The observed period is from 2010 to 2015.
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References
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