The Internet promotion of Moravica administrative district as a tourism destination

Abstract

Tourism destinations tend to create and represent the integrated product of tourism appropriately. The target market can often be outside the national borders. In such circumstances, modern promotion in tourism requires flexibility, as well as the creation of optimum communication strategy. Such strategies include the combination of the Internet and the traditional forms of promotinal activities. It is necessary to highlight websites and social networks as the basic, often the most important elements of the Internet promotional mix. Each region possesses its own specific tourist features, the Moravica administrative district included (Čačak, Lučani, Gornji Milanovac and Ivanjica), as a part of the Republic of Serbia. According to this, the aim of this paper is to point out the presence of local tourism organizations, hotels, travel agencies and tourism events in the Moravica administrative district on the Internet, using websites and social networks. An Internet search and a search of social networks were performed in order to determine whether the previously mentioned factors of tourism have a Web site and accounts on the analyzed social networks, whether open accounts on social networks were used in the analyzed period in 2019 and to determine the number of followers. The contribution of this paper is that it provides an overview of the current situation in the area of online promotion of the Moravica administrative district as a tourism destination that has not been researched extensively so far