ULOGA I ZNAČAJ DIGITALNIH MEDIJA U PROMOCIJI PONUDE KULTURNOG TURIZMA VRNjAČKE BANjE

Abstract

The research subject in this paper is the role and importance of digital media in promoting the cultural tourism offer of Vrnjačka Banja, primarily the Internet and social medias. The paper presents the results of a survey of the attitudes of 120 respondents on the degree of application of the aforementioned media in the promotion of cultural-historical heritage sites and cultural manifestations as primary factors in the of cultural tourism offer of Vrnjačka Banja. The research results showed that certain localities and cultural manifestations are not sufficiently represented in promotional activities via the Internet and social media, although the potential of these media is significant in informing and motivating tourists to visit a certain destination. Based on the research results, limitations and guidelines for future research are defined.културне манифестације нису у довољној мери заступљени у промотивним активностима путем интернета и друштвених мрежа иако је потенцијал ових медија значајан у информисању и мотивисању туриста да посете одређену дестинацију. На основу резултата истраживања, дефинисана су ограничења и смернице за будућа истраживања.