ETIKA PREDSTAVLJANJA RELIGIJSKIH TURISTIČKIH POTENCIJALA BOSNE I HERCEGOVINE U ONLINE PROSTORU: STUDIJA SLUČAJA TURISTIČKE ORGANIZACIJE REPUBLIKE SRPSKE
ETHICS OF PRESENTING RELIGIOUS TOURISM POTENTIALS OF BOSNIA AND HERZEGOVINA IN THE ONLINE SPACE: A CASE STUDY OF THE TOURIST ORGANIZATION OF REPUBLIKA SRPSKA

Summary/Abstract: In the modern digital environment, the promotion of tourism potentials increasingly relies on online media as the main channels of communication. In the context of Bosnia and Herzegovina and its complex ethnic and religious structure, the ethics of public communication in tourism is of a particular importance. This paper analyzes the way that certain digital tourism platforms present the religious tourism potential of Bosnia and Herzegovina. The case study analyzes one of the websites of the Tourist Organization of Republika Srpska. Using quantitative analysis, the paper also examines whether all religious identities in the region are equally represented. The paper aims to answer the question of whether online tourism content in the entity of Republika Srpska deviates from ethical principles when presenting religious tourism potentials.

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