PROMOTIONAL INTERNET MIX: THE CASE STUDY OF TRAVEL AGENCIES IN BELGRADE

Svetlana Vukotić; Goran Maksimović

Svetlana Vukotić Union - Nikola Tesla University, Belgrade
Goran Maksimović University of Prishtina, Faculty of Agriculture, Leshak

Abstract

Promotion, as one of the instruments of the marketing mix, has the goals of creating product awareness, enhancing interest, providing additional information, and developing a positive image of the product / service or company. The promotional mix includes: means of advertising, personal sales, sales enhancement, public relations, sponsorships, direct marketing and Internet marketing. These elements familiarize the target audience with the characteristics of products and attractiveness of services and of the benefits that they bring to customers. Internet is becoming more and more prevalent in the tourism industry as it is used for various forms of promotion. The advantage of this medium is that travel agents, at relatively low costs, can expand their market. Starting with the fact that effective promotion in conjunction with other marketing activities is the key to success of travel agencies, this paper is a contribution to assessment of the magnitude of its impact. In this paper we especially analyse specific promotional activities of travel agencies on the Internet.

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