Naslov
The implementation of Facebook in destination marketing: the case of Dubrovnik-Neretva County

Autori
Bašan, Lorena ; Ban, Matea

Izvornik
Journal of business paradigms (2459-5004) 4 (2019), 2; 46-62

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, pregledni rad, znanstveni

Ključne riječi
destination marketing ; social media ; Facebook ; Dubrovnik-Neretva County

Sažetak
Since the emergence and rapid development of the Internet and its implementation in companies within the tourism and hospitality industry, Internet marketing has become a vital marketing tool. Social media, in particular, are one of the most important media in Internet communication and an integral part of a large number of business entities, including those related to tourism. Many tourist destinations that understand the importance of social media as a source of information in the phase of tourist-destination selection and recognise the opportunities social media provide are using social networks to communicate and interact with tourists. Thus, the purpose of this paper is to determine the implementation level of Facebook as the most often used networking site in destination marketing. The paper is based on empirical research conducted in Dubrovnik- Neretva County using content analysis. Results obtained by this study allow decision makers in destination marketing to implement Facebook in a more efficient way, by exploiting the underutilized advantages of social media to gain a competitive advantage in the contemporary tourist market and achieve better business results in the future.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

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