Sonja Zlatanov, Danijel Pavlović, Jovan Popesku

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Social media are widely used in tourism due to modern trends and changes pertaining to tourism demands. They offer many benefits to national tourism organizations, such as developing a direct relationship with tourists, access to tourists’ feedback and the possibility of adapting the voice of communication according to the needs of individual tourists. Considering the necessity for their use, this paper presents a research on the degree of use and quality of promotional activities on Facebook by the National Tourism Organization of Serbia. In order to provide a more detailed analysis, Facebook based promotional activities of NTOs of Serbia, Slovenia, Bulgaria, Hungary, Czech Republic, Slovakia and Austria were compared. The analysis covered all posts on Facebook by these tourism organizations during the period of one year. The results on the success of promotional activities presented through the engagement rate can be used to further enhance promotional activities of the National Tourism Organization of Serbia on Facebook, as well as other social media. The analysis showed that the promotional activities of the selected NTOs on Facebook are similar to one another with no major differences, even though certain improvements can be advised.


destination marketing organizations, national tourism organizations, digital marketing, social media marketing, digital promotion of tourism destinations and tourism attractions

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DOI: https://doi.org/10.22190/TEME190515054Z


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