ULOGA DRUŠTVENIH MEDIJA U SAVREMENOM TURISTIČKOM POSLOVANJU
DOI:
https://doi.org/10.5937/Oditor2102133JKljučne reči:
društveni mediji, strateške on line komunikacije, imidž, reputacija, turizamApstrakt
Društveni mediji predstavljaju globalni fenomen koji ima velikog uticaja na društvo, pre svega u pogledu mogućnosti za nove načine komunikacije koje su našle široku primenu u savremenom poslovanju. U tom smislu u radu se analizira kompleksna veza između komunikacija putem društvenih medija i poslovanja u turizmu. Osnovni cilj rada je identifikacija i definisanje uloge koju društveni mediji imaju u savremenom turističkom poslovanju. U tom smislu metodologija u radu, u odnosu na savremeno turističko poslovanje, podrazumeva: definisanje i analizu društvenih medija, sa posebnim naglaskom na njihove prednosti i nedostatke, zatim analizu i utvrđivanje značaja strateških on line komunikacija i naposletku identifikaciju i analizu karakteristika pojedinih društvenih medija koji imaju najveću važnost u ovom strateškom procesu. Jedan od zaključaka istraživanja je da strateški pristup društvenim medijima i on line komunikacijama predstavlja jednu od ključnih aktivnosti u savremenom turističkom poslovanju. Analizom rezultata ispunjen je postavljeni cilj istraživanja, odnosno utvrđena je: uloga društvenih medija i strateških on line komunikacija u savremenom turističkom poslovanju, kao i karakteristike društvenih medija koje imaju najveći uticaj na njega.
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