Naslov
The importance of online promotion of the city of Zagreb's tourism product

Autori
Deželjin, Renata ; Bienenfeld, Martina ; Turkalj, Davorin

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Interdisciplinary Management Research, XIII / Barković, Dražen ; Runzheimer, Bodo - Opatija : Faculty of economics in Osijek / Hochschule Pforzheim University, 2017, 197-210

Skup
Interdisciplinary Management Research, XIII

Mjesto i datum
Opatija, Hrvatska, 19.05.2017. - 21.05.2017

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
online promotion, city of Zagreb, tourism, digital marketing, mobile

Sažetak
The fast growth of digital technologies, primarily Internet and mobile phone use, has been dramatically transforming all sectors of the economy, and especially tourism as an information-dependent sector of the economy. In this paper, the authors analyse the status of the online promotion of Zagreb’s tourism on the tourism market and channels used by the Zagreb Tourist Board for online promotion, and examine the correlation between online activity and the number of tourist arrivals and overnight stays. The authors also explore the impact of the Internet and social media on the promotion of the City of Zagreb’s tourist product, examining the correlation between the growing investment in online promotion and the growing number of tourist arrivals in Zagreb. The authors anticipate a further growth in the scope and impact of digital marketing in general and mobile promotion in particular on the tourist business in the City of Zagreb and Croatia.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti

POVEZANOST RADA