TURISTIČKA PLATFORMA TRIPADVISOR KAO MEDIJ PROMOCIJE TURISTIČKE DESTINACIJE: ANALIZA KORISNIČKIH OBJAVA NA PRIMJERU GRADA MOSTARA
TOURISM PLATFORM TRIPADVISOR AS A PROMOTION MEDIUM FOR TOURIST DESTINATIONS: ANALYSIS OF USER POSTS USING THE EXAMPLE OF THE CITY OF MOSTAR

Summary/Abstract: Experiences of other users can significantly impact the awareness of future visitors to a particular tourist destination. Tourism platforms are one of the most important tools for promoting and positioning the attractiveness of a tourist destination. By combining a variety of digital tools, the result can be a broad reach of people, adaptation to different target groups, promotion of attractions, activities, and events. TripAdvisor is a global platform that revolutionized the tourism industry when it was founded in the United States in 2000. It has facilitated travel planning for over 435 million users and sparked a huge increase in travel reviews that allow users to explore their desired destination, flights, hotels, restaurants, and other travel-related services before making a reservation. The authors, in addition to the theoretical part, presented research that will support tourists’ perception of the city of Mostar. By analyzing thousands of user posts according to the tone of communication by visitors and categories that constitute the tourist advantages of the destination, the reflection of tourists on the largest global tourism platform, TripAdvisor, was determined. According to the positive results of the research, Mostar is recognized as a tourist destination characterized by its historical and cultural heritage.

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