engleski

How do Croatian tourist boards promote destinations online? Content analysis of Facebook communication of tourist boards in Croatia

The growth and popularization of social networking sites like Facebook, Instagram and Twitter has changed the way we communicate, we seek information and we behave online. Furthermore, with the change of users' behaviour online, the whole communication paradigm is shifted: from marketing and public relations to journalism. Today, a large number of organizations use social media as a platform to promote their content and ideas. The new communication practices have influenced both tourism communication and tourism promotion. Consequently, the aim of this study is to reveal how Croatian tourist boards use social media to promote their destinations to online users. By using content analysis, the aim is to detect the main communication trends that Croatian tourist boards publish on their official Facebook page. Moreover, the goal of this piece of research is to explore how willing Croatian tourist boards are to engage in communication with users through social media.

tourism communication ; social media ; tourist boards ; Dalmatia ; destination promotion

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