ANALYSIS OF MARKETING EFFECTS OF IMPLEMENTING ON-LINE AIRBNB PLATFORM IN REAL ESTATE MARKET AT BALKANS AS A TOURISM REGION
ANALYSIS OF MARKETING EFFECTS OF IMPLEMENTING ON-LINE AIRBNB PLATFORM IN REAL ESTATE MARKET AT BALKANS AS A TOURISM REGION

Author(s): Danilo Grbović, Branislav Radnović, Željana Grbović, Diona Đurđević
Subject(s): National Economy, Business Economy / Management, Tourism
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Airbnb Platform; Marketing Effects; Real Estate Market; Tourism; the Balkans.
Summary/Abstract: The base hypothesis is that implementation of the Airbnb on-line platform at the Balkans’ real estate market, contributes to Balkans tourism region, with various positive marketing effects. The conducted research has covered the analysis of renting property for the purpose of tourism in the Balkans in some of the major cities and most attractive tourist destinations - Ljubljana, Bled, Zagreb, Dubrovnik, Belgrade, Novi Sad, Sarajevo, Budva, Podgorica, Skopje and Ohrid. By analysing results of the research the base hypothesis is confirmed, with bringing to light following marketing effects: increase in the number of accommodation units registered on-line, extended number of accommodation facilities, growth in number of stays per night, lengthened time spam of a stay, expanded occupancy of accommodation facilities, growth of entrepreneurship of local population, tourism revenue growth. The conclusion is that implementation of such on-line platforms as the Airbnb is of extreme importance for the Balkans tourism region.

• Details
• Contents