The Necessity of Using Social Networks in Contemporary Tourism Industry and the Tourist Organization of Serbia

• Published in: Economic analysis (Belgrade, Serbia : 2009) Vol. 53; no. 1; pp. 94 - 104
• Main Authors: Munitlak Ivanović, Olja, Đeri, Lukrecija, Stamenković, Predrag, Ilić, Aleksandra
• Format: Journal Article
• Language: English
• Published: Institut ekonomskih nauka 22-06-2020; Institute of Economic Sciences
• Subjects: Economy; digital promotion; tourism industry; Tourist Organisation of Serbia (TOS); social networks
• ISSN: 1821-2573; 2560-3949
• DOI: 10.28934/ea.20.53.1.pp94-104

The practice so far has shown that the tourist destination is managed through the public sector, private companies or according to the model of public-private partnership. Modern business and everyday life is unthinkable without the use of social networks and e-marketing. There is an unbroken link between the products of the information sector, social networks and everyday business and private communications. Tourism as a service activity is particularly dependent on social networks. Potential buyers of tourism products with just “one click” can book, pay for the service, view the pictures and read comments about the desired destination. Using concrete data and business on National Tourism Organisation of Serbia, the authors point to a growing trend of using social networks in presenting Serbia as a desirable destination. Tourist Organization of Serbia (TOS) uses integrated on-line marketing for promotive activities and targeting marketing campaigns. This paper discusses the importance and role of the public sector as a way of managing a tourist destination through TOS, but with synergetic effects with the use of social networks.