SOCIAL MEDIA MARKETING OF NTO SERBIA AS THE GENERATOR OF TOURISM DEVELOPMENT
Abstract
The global changes the world has experienced over the past two decades have had a huge impact on the tourism sector and have led to the need for better ways of informing potential tourists of the various travel options available to them. National tourism organizations have always had multiple channels they could use to communicate with their potential visitors, and global use of modern technologies has provided them with a new one. There are multiple digital marketing activities the national tourism organizations can take part in, such as the creation of an official website that contains basic information about the tourism destination, optimization of the website in order to attract as many visitors as possible, numerous forms of paid advertising, and probably the most important element of digital marketing – social media marketing. Accordingly, this paper presents a survey on the degree of use and quality of social media marketing by the National tourism organization of Serbia. This paper will present a detailed analysis of NTO Serbia’s accounts on the most imprtant social media platforms. The survey covered all posts by NTO Serbia on Facebook, Twitter and Instagram during the period from January 1st 2016 to December 31st 2018, as well as all posts on Pinterest and YouTube since the date of opening official accounts on these social media. All the data collected were analyzed using the statistical analysis software SPSS.
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