Uloga novih medija u izgradnji imidža turističke destinacije Bosne i Hercegovine
The role of new media in building the image of touristic destination of Bosnia and Herzegovina

Summary/Abstract: Image is an important topic in tourism research. The image of touristic destination is a summary of all perceptions tourist or potential tourists have of that destination. New media, as a tool of public relations, play an important role in promoting the image of tourist destinations. The focus of this research is to find out visual and verbal elements that represent the image of Bosnia and Herzegovina. This paper particularly concentrates on virtual presentation made by tourist organizations in Bosnia and Herzegovina: tourist organizations of the Federation and Serbian republic. A comparative analysis of websites entity tourism organizations gives an insight into the variety of communications facilities that mediate the construction of the image of a tourist destination. At the destination, the image is not influenced by promotional materials only, but also politics in the state, publicity, testimonials of tourists who visited the destination, the local population. Internet laid down a challenge and opportunity to the global marketplace which creates a unique place of identity in the virtual world. It has also largely influenced the establishment of so-called white promotions because the Internet allows bloggers and visitors to come together in a virtual community and share information about the destination. The Internet has allowed that each tourist board or organization can create the desired image through the website promoting the destination, which will in turn create a competitive advantage in the global market destinations. Tourism in Bosnia and Herzegovina, its development and promotion, is a reflection of society as a whole, or, in other words, social, political, economic and other issues of society reflect on tourism and its development. Is it possible in Bosnia and Herzegovina to integrate touristic values of the country? The lack of a unified strategy for tourism development, even building the image of B&H is an additional burden to a better positioning of the country, but also in better positioning of some of its products. The values of tourist destination cannot be understood without quality public relations.

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