USING SOCIAL MEDIA AS A CHANNEL OF DIGITAL MARKETING IN TOURISM SECTOR IN BOSNIA AND HERZEGOVINA
USING SOCIAL MEDIA AS A CHANNEL OF DIGITAL MARKETING IN TOURISM SECTOR IN BOSNIA AND HERZEGOVINA

Summary/Abstract: Tourism has a perspective to be a significant factor in economic growth somecountries because it contributes prominently in GDP and creating new jobs. Today,tourism in Bosnia and Herzegovina (BiH) is a rapidly growing sector with greatpotential for further growth and development. Social media are the most popularchannel of digital marketing. Facebook and Instagram because of their great popularityin BiH and a very large number of users, can serve as a useful source of information forpotential travelers when choosing a holiday destination and planning a trip. Metasearch engines such as TripAdvisor, Trivago and Booking are using features of socialmedia to their intermediation platforms for comparing prices between touristdestinations, for posting costumer’s reviews, photos or videos of the destination andhelp travelers to select the best booking option. This paper points to the need forfurther development of information and communication infrastructure in BiH as anecessary prerequisite for further development of social networks, which also increaseimportance of social media in development of the tourism sector. A comparison of thesituation in BiHwith the countries in the region with respect to key indicatorsimportant for the development of tourism will be made also.

• Details
• Contents