Empirijsko istraživanje primene društvenih mreža u promociji ponude hotela Republike Srbije

Abstract

The intensive development of modern information technology has greatly changed the way companies operate in the hotel industry and conditioned the transition from traditional to digital means of communication with target groups of service users. One of the innovative ways of communicating with potential users of services in the hotel industry are social networks, which enable the publication of various contents within the online community. On the other hand, tourists are increasingly using social media such as Facebook and / or Instagram when gathering information in the process of making decisions about visiting a particular destination or using services. The paper presents the results of an empirical research on the application of social networks in the promotion of hotel offer in the Republic of Serbia. The most significant conclusions of the research are that social networks are extremely important means in promoting the hotel offer, as well as that hotels in the Republic of Serbia most often use Facebook, Instagram Twitter and Trip Advisor. The paper also defines limitations and guidelines for further research.