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Comparative Analysis of Facebook and Communication Activities of the Mountain Hotels in Stara Planina, Kopaonik and Zlatibor / Uporedna Analiza Facebook Komunikacionih Aktivnosti Planinskih Hotela Na Staroj Planini, Kopaoniku I Zlatiboru

Author

Listed:
  • Živković Radmila
  • Njeguš Angelina
  • Zlatanović Marija
  • Gajić Jelena
  • Brdar Ivana

    (Singidunum University, Faculty of Tourism and Hospitality Management 32 Danijelova Street, Belgrade, Serbia)

Abstract

Komunikacione strategije sa korisnicima turističkih proizvoda i usluga su se znatno promenile tokom poslednjih godina sa pojavom društvenih medija i onlajn informacija. Prema mišljenju brojnih autora, društveni mediji predstavljaju hibridnu formu tradicionalnih integrisanih marketinških komunikacija uz uvećan efekat WOM (word of mounth) komunikacija, koje omogućavaju razmenu informacija između korisnika/potrošača. Transparentnost društvenih medija pruža hotelijerima povratne informacije i otvara nove komunikacione kanale. Današnji potrošači poseduju veća znanja i imaju veća očekivanja nego ikada pre. Cilj rada je da ukaže na vrednost i značaj onlajn komunikacija u turizmu i hotelijerstvu, kako bi se razvile efikasnije marketing komunikacione strategije i aktivnosti. Zadatak istraživanja je da na primeru planinskih hotela u Srbiji ispitamo percepciju i zadovoljstvo gostiju u posmatranim hotelima korišćenjem web metrike. Nakon sprovedenog istraživanja u hotelima na najpopularnijim planinskim destinacijama u Srbiji, došli smo do saznanja da se društvene mreže mogu uspešno koristiti od strane pružaoca usluga sa namerom da se što bolje razumeju potrebe klijenata, a sa ciljem poboljšanja poslovnog uspeha i ukupnih prihoda. Kroz očuvanje dobrih odnosa sa gostima, hotelijeri mogu da izgrade čvršće i trajnije veze koje će rezultirati ponovnom posetom i efikasnijom usmenom propagandom.

Suggested Citation

  • Živković Radmila & Njeguš Angelina & Zlatanović Marija & Gajić Jelena & Brdar Ivana, 2015. "Comparative Analysis of Facebook and Communication Activities of the Mountain Hotels in Stara Planina, Kopaonik and Zlatibor / Uporedna Analiza Facebook Komunikacionih Aktivnosti Planinskih Hotela Na ," The European Journal of Applied Economics, Sciendo, vol. 12(1), pages 26-36, April.
    • Handle: RePEc:vrs:tejoae:v:12:y:2015:i:1:p:26-36:n:7
    DOI: 10.5937/ejae12-8159
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