MARKETING STRATEGIJA I PRIMENA INFORMACIONO-KOMUNIKACIONIH TEHNOLOGIJA U ODRŽIVOM RAZVOJU TURIZMA REPUBLIKE SRBIJE SA OSVRTOM NA DRUŠTVENE MREŽE
MARKETING STRATEGY AND APPLICATION OF INFORMATION AND COMMUNICATION TECHNOLOGIES IN THE SUSTAINABLE DEVELOPMENT OF TOURISM IN THE REPUBLIC OF SERBIA WITH REFERENCE TO SOCIAL NETWORKS

Summary/Abstract: Tourism belongs to activities that are based on free time and leasure . This is an area characterized by high implementation of marketing. The reason for this lies in the characteristics of the tourist market, which requires the use of the marketing concept as a prerequisite for the success of modern tourist organizations’ business. Today, the contemporary way of doing business in tourism cannot be imagined without the use of Information-Communication Technology (ICT) and computers. The emergence of the Internet strongly influenced the improvement of the tourist organizations ’ business in all their business segments, especially in the field of marketing. Speed, accessibility, visual experience, reducing the "intangibility" of tourist products and interactivity are just some of the benefits that the use of the Internet in tourism provides. Social networks and the Internet represent a new communication technology that brings together a large number of users and offers a wide range of possibilities. Researching the market and adapting tourist products to the wishes of customers has been facilitated to the extent that customers are also able to independently create arrangements according to their own wishes. Also, one of the channels of communication are social networks, which may have a decisive influence on potential tourists in the process of deciding about visiting a certain tourist destination. Tourists need certain information before traveling in order to be able to plan their trip, but also they need them during their stay at a certain destination.

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