An overview of online marketing promotion activities in the event tourism of the Moravica district

Abstract

The development of technology in the last few decades has led to major changes in almost all areas of the economy. This is mostly related to production and service delivery processes, but also to other accompanying activities, without which the functioning of business systems is unthinkable today. The Internet is probably one of the most important representatives of this development and a factor without which the modern world can hardly be imagined. Its role is also highlighted in the field of marketing with the emergence of a new concept known as Internet marketing. By linking online marketing and manifestations/events, as one of the most important factors in tourism activity, the basis for satisfying the demands that modern age implies in the process of achieving quality relationships with the target market is created. Events and the way of their presentation, as the basis of marketing communications, with their specificities contribute to the uniqueness of a particular area by creating its image. The aim of this paper was to analyze the degree of the use of the Internet in the marketing activities of local tourist organizations as well as the tourist events of the Moravica administrative district, with particular reference to the use of websites and four most popular social networks.

The Internet promotion of Moravica administrative district as a tourism destination

“…When we speak of the Moravica administrative district, the research by Papić et al (2018) shows that 18.37% of tourism events are present online in some form (website or social networks), and all these events (18,37%) have a Facebook account. This situation should be a clear signal for event organizers to take part in the Internet business as soon as possible because it may hold the key position in communication with the potential visitors and participants.…”

“…The analysis of the Moravica district as a tourism destination online representation and promotional activities is presented in the papers by certain authors (e.g. Garabinović, Anđelić, 2019;Garabinović, 2019;Papić et al, 2018;Garabinović, 2017). Their research provides the foundation for the comparison to the new data acquired through the research conducted in this paper.…”

Characteristics of Tourists and Frequency of Travel in Serbia

“…Tourism is one of the essential industries considering that it represents a significant source of income and economic stability (Cvijanović et al, 2021). Besides, tourism improves the balance of payments with foreign countries due to the inflow of foreign currency and enables the design and opening of new jobs, primarily in countries and regions that have considered their potential in this area (Papić et al, 2018).…”

Local residents' attitudes towards tourism events: A case study of the Carnival of Vrnjci, Serbia

“…At the global level, tourism is an industry that is growing fast and has a significant economic contribution, because it generates exports of $ 1.7 trillion, 1 in 10 jobs are supported by tourism and it accounts for 10% of global GDP (UNWTO, 2019). Tourism can be observed as one of the most important elements in achieving economic growth and development, especially in certain regions and countries that have recognized their potentials in this area in time (Papić et al, 2018). At the end of the last century it became clear that tourism has a significant impact on employment growth, foreign exchange earnings, balanced regional development and it indirectly generates benefits for other economic activities (Milićević, Podovac & Jovanović, 2013).…”