• Saša Mašić The College of Hotel Management, Kneza Višeslava 70, Belgrade
  • Ivan Milošević The College of Hotel Management, Kneza Višeslava 70, Belgrade


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.


Download data is not yet available.


Ahn, JC, Cho, SP, Jeong, SK. (2013). Virtual Reality to Help Relieve Travel Anxiety. KSII Transactions on Internet and Information Systems, 7(6), 1433-1448.

Akincilar, A., Dagdeviren, M. (2014). A hybrid multi-criteria decision making model to evaluate hotel websites. International Journal of Hospitality Management, 36, 263-271.

Baka, V. (2016). The becoming of user-generated reviews: Looking at the past to understand the future of managing reputation in the travel sector. Tourism Management, 53, 148-162.

Baloglu, S., Pekcan, Y.A. (2006). The website design and Internet site marketing practices of upscale and luxury hotels in Turkey. Tourism Management, 27, 171–176.

Bui, M., Jeng, D., Lin, C. (2014). The importance of attribution: connecting online travelcommunities with online travel agents. Cornell Hospitality Quarterly, 56(3), 1–13.

Cantallops, A.S., Salvi, F. (2014). New consumer behavior: A review of research on eWOM and hotels. International Journal of Hospitality Management, Vol. 36, 41– 51.

Chung, T., Law, R. (2003). Developing a performance indicator for hotel websites. International Journal of Hospitality Management, 22, 119–125.

Crystal, D. (2003). English as a Global Language (Second edition), Cambridge University Press, Cambridge

Diaz, E., Koutra C. (2013). Evaluation of the persuasive features of hotel chains websites: A latent class segmentation analysis. International Journal of Hospitality Management, 34, 338–347.

Escobar-Rodriguez, T., Carvajal-Trujillo, E. (2013). An evaluation of Spanish hotel websites: Informational vs. relational strategies. International Journal of Hospitality Management, 33, 228–239.

Gan, L., Sim, C.J., Tan, H.L, Tna J. (2007). Online Relationship Marketing by Singapore Hotel Websites. Journal of Travel & Tourism Marketing , 20(3-4), 1-19.

HospitalityNet,, (23 January 2018)

International Telecommunication Union, Individuals using the Internet, (17 February 2018)

Kim, W.G., Limb, H., Brymer, R.A. (2015). The effectiveness of managing social media on hotel performance. International Journal of Hospitality Management, Vol. 44, 165–171.

Kosar, Lj., Mašić, S., Čomić, Đ. (2017). Uticaj virtuelne stvarnosti na oblikovanje korisničkog iskustva u hotelijerstvu. Zbornik radova XI Međunarodne naučno-stručne konferencije HOTELSKA KUĆA 2017, Zlatibor, 1-14.

Ladhari, R., Michaud, M. (2015). eWOM effects on hotel booking intentions, attitudes, trust, and website perceptions. International Journal of Hospitality Management, 46, 36-45.

Lasek, M., Jessa, S. (2003). Chatbots for customer service on hotels’ websites. Information Systems in Management, 2(2), 146-158.

Lee, J.K., Morrison, A.M. (2010). A comparative study of web site performance. Journal of Hospitality and Tourism Technology, 1(1), 50–67.

Lee, O. Oh, J.E. (2007). The Impact of Virtual Reality Functions of a Hotel Website on Travel Anxiety. Cyber Psychology & Behavior, 10(4), 584-586.

Li, X., Wang, Y., Yu, Y. (2015). Present and future hotel website marketing activities: Change propensity analysis. International Journal of Hospitality Management, 47, 131–139.

Marvel, M., The Hotel Distribution Report 2016, (21 January 2018)

Mašić, S., Konjikušić, S. (2017). Consumers’ perceptions of Serbia’s hotel product quality. ‘Tourism in the Function of Development of the Republic of Serbia - Тourism product as a factor of competitiveness of the Serbian economy and experiences of other countries’, Vrnjačka Banja, Thematic Proceedings, 59-76.

Mašić, S., Kosar, N. (2016). Hotels and Social Media – Case Study of Serbia. International Scientific Conference ‘Tourism in the Function of Development of the Republic of Serbia - Spa Tourism in Serbia and Experiences of Other Countries’, Vrnjačka Banja, Thematic Proceedings, 277-295.

Ministarstvo trgovine, turizma i telekomunikacija, Kategorisani objekti Srbija, (05 January 2018)

Murphy, J., Forrest, E.J., Wotring C.E., Brymer, R.A. (1996). Hotel Management and Marketing on the Internet An Analysis of Sites and Features. Cornell Hospitality Quarterly, 37(3), 70-82.

Musante, M.D., Bojanic, D.C., Zhang J. (2009). An evaluation of hotel website attribute utilization and effectiveness by hotel class. Journal of Vacation Marketing, 15(3), 203-215.

Republički zavod za statistiku, Statistički godišnjak Srbije 2017, (15 January 2018)

Republički zavod za statistiku, Statistika ugostiteljstva i turizma, (15 February 2018)

Salavati, S., Hashim, N. H. (2015). Website adoption and performance by Iranian hotels. Tourism Management, 46, 367-374.

Samčević, R. (2012). Šta je to recepcija, Gastro print, Beograd

Schegg, R., Steiner, T., Frey, S., Murphy, J. (2002). Benchmarks of web site design and marketing by Swiss hotels. Information Technology & Tourism, 5(1), 73–89.

Schmidt, S., Cantallops, A.S., dos Santos, C.P. (2008). The characteristics of hotel websites and their implications for website effectiveness. International Journal of Hospitality Management, 27(4), 504-516.

SocialCompare, (16 January 2018)

Statista, (20 February 2018)

Taylor, C.D., Barber, N.A., Deale, C. (2015). To tweet or not to tweet: that is the question for hoteliers: a preliminary study. Information Technology and Tourism, 15(1), 71-99.

Ting, P-H., Wang, S-T., Bau, D-Y., Chiang, M-L., Chiang, M-L. (2013). Website Evaluation of the Top 100 Hotels Using Advanced Content Analysis and eMICA Model. Cornell Hospitality Quarterly, 54(3), 284-293.

Wan, C.S. (2002). The web sites of international tourist hotels and tour wholesalers in Taiwan. Tourism Management, 23 (2), 155-160.

How to Cite
Mašić, S., & Milošević, I. (2018). THE ONLINE PRESENTATION ANALYSIS OF THE SERBIAN HOTEL OFFER. Tourism International Scientific Conference Vrnjačka Banja - TISC, 3(1), 113-131. Retrieved from