Representation of e-communication in offer of Zlatibor as a tourist destination

Abstract

World tourism is unthinkable without the use of modern information and communication technologies (ICT). This applies to tourism of Zlatibor, which is the main factor of the tourism in Western Serbia. The subject of this paper is a discussion of the form of ICT in the tourism industry, with particular emphasis on e-communication in the tourist supply of Zlatibor. The deficiencies in the application of ICT will be recognized and relevant solutions will be proposed by which the strategic goal will be achieved - increasing efficiency of all entities of the tourism industry of Zlatibor, improving the quality of tourism services and increased satisfaction of users of these services.