engleski

Internet advertising of a Croatian tourist product in Chinese and Russian market

Abstract The purpose and reason of this paper are derived from the increasing influence of marketing tools through the use of Information and Communication Technology and the increasing importance of the Chinese and Russian markets for Croatian Tourism. Through the research, the authors discovered, compared and analyzed the Croatian residents’ opinions, views and knowledge about Marketing activities supported by the use of Information and Communication Technologies with the Chinese and Russian resident’s opinions, views and knowledge. During the research, the online questionnaire method was used in this paper. The main findings from the research are: (1) Croatian tourism product has not been adequately presented or translated into Chinese and Russian on the Internet, (2) Croatian tourism product adapts most to the Google search engine while residents of China and Russia are most informed about the Croatian tourism product through the Baidu / Yandex search engine, (3) the amount of data available to the Chinese and Russian markets on the Croatian tourism product is not sufficient to decide on a tourist visit to Croatia, (4) Residents of China and Russia do not have the same technology usage habits as residents of the Republic of Croatia. The limitations of the research relate to a small sample, a lack of financial sources, a short time factor when conducting research, and a lack of research on a selected topic. Future research should certainly increase the sample size of respondents and change the methodology to be more focused on individual interviews with residents of China and Russia. This would give a more detailed insight into the research issues as well as insight into potential new challenges. In practical terms, (1) the Croatian tourism product should be translated into Chinese and Russian more adequately, (2) it should educate providers of any type of tourist services in the Republic of Croatia in which ways use technology in China and Russia so that they can adapt to their systems of thinking, communication and publicity, and (3) encourage, at the national level, the modernization and more adequate adaptation of the web presence of the Croatian tourism product on the Chinese and Russian markets. Keywords: Marketing ; Internet/Web advertising ; Search Engine Visibility ; Chinese and Russian markets ; Tourist product.

marketing ; Internet/web advertising ; search engine visibility ; Chinese and Russian markets ; tourist product

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