THE ONLINE PRESENTATION ANALYSIS OF THE SERBIAN HOTEL OFFER
With regard to the impact of the hotel Internet presentation on the creation of potential consumers’ attitudes in the pre-consumption stage, this paper aims to identify the ways in which the hotels in Serbia are presented on their own internet portals. The research data show that 91% of the 347 analysed hotels in Serbia have a functional internet portal. Also, the set of additional analytical instruments was applied in order to identify the links towards hotel profiles on social media, the offer of hotel virtual tours and interactive chat boxes with the reservations departments, the translation accuracy of the portal contents into various foreign languages as well as the correlation between the foreign language translations in accord with the source of the tourist demand. Hotels are then grouped according to the category, location and affiliation to a hotel chain, with a view to ascertaining and analysing the statistically significant differences relating to the factors under examination.
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