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Authors: Milosav Dunjić, Marija Cimbaljević

Abstract: The subject of the research is the influence of a specific online marketing campaign through selected social networks on the improvement of the sales of accommodation capacities with the example of the hotel Putnik on Kopaonik. The aplication of the campaign should find a quick way to potential users and to encourage their interest. It is of great importance to plan and direct the marketing campaign because the wide distribution does not directly affect the results. Online marketing has shown to be a useful tool for fast group targeting to which the offer will be directed. Therefore, this paper aims to present an example of an active approach to the use of social networks as a part of marketing activities, to stimulate short-term capacity sales in specific terms. Also, the aim was to present preliminary short-term results of social media marketing activities combined with incentive pricing strategies on increasing capacity utilization and achieving higher business results. The data used in the paper are unpublished, acquired from the official business report of the hotel software “PROTEL”. The marketing campaign gave good results and therefore hotels can carry out similar activities in order to achieve efficient hotel capacity filling.

Keywords: Digital Marketing, Campaign, Social Networks, Hotel, Kopaonik, Serbia

DOI: 10.5937/turizam27-29863

Article info: 202-211

Received: December 2020 | Accepted: December 2021

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Authors: Snehal Patil, Ravindra Jaybhaye

Abstract: Tourism development in the South Asian region has gained a significant attention in recent years due to its potential to contribute in economic growth, poverty reduction and regional integration. However, this region faces several challenges including political instability, security concerns, insufficient infrastructure and limited coordination among stakeholders. The aim of this paper is to deliver an in-depth assessment of the challenges and opportunities for the progress of tourism industry in South Asia. This paper uses the SWOT model and a derived matrix for sustainable growth in the South Asia tourism industry. The data sources for the study are related literature reviews, field observations, interviews with professionals and questionnaires distributed to 100 international travellers. The internal strengths and weaknesses as well as external opportunities and threats of the country’s tourism industry were identified, followed by strategic planning based on the SWOT matrix and weighted decision matrix. The findings concern the use of the SWOT technique as a research method and an evaluation of South Asia’s tourism potential. The findings of the analysis reveal that, tourism development strategies have to implement includes promoting travel as a driver of economic expansion and job creation, establishing public-private partnerships and integrated marketing campaigns, collaborating on human resource development, improving the quality of facilities and infrastructure, promoting places of interest on a continuous national and international scale, as well as developing various tourist attraction products with the participation of independent contractors, small-scale tourism service providers. Overall, this study can provide valuable insights into the region’s potential for growth and collaboration, helping to promote economic development and cultural exchange across the region.

Keywords: SWOT Analysis, Tourism, Tourism Development Strategy, Weighted Decision Matrix

DOI: 10.5937/turizam27-43676

Article info: 212-227

Received: March 2023 | Accepted: December 2023

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Authors: Nataša Savović, Ivana Blešić, Jelena Tepavčević

Abstract: The growth of the Internet has brought about a notable change in the way that information is accessed by users. Rather of relying just on the provider of tourism services, users may now obtain information from one another. The distribution of information is done word-mouth- WOM, but not in a traditional way, but through the use of Web 2.0 applications (eWOM). Hotels’ social media profile are becoming an increasingly important source for consumers when collecting information about hotel products. Social networks make up one network platform for connecting people around the world, enabling them to download information freely through audio-visual, audio and text-based information. Successful communication through social networks today is almost no longer an issue of choice, but is one of the most important tools of business for every hotel and tourist company that contributes to achieving better business results. The aim of this research was to identify if there are differences in perception of service quality in selected hotels. The tested variables were gender and origin of guests and hotel category (number of stars). The results of research showed that there are no differences in perceptions
of service quality according to gender and origin of guests. Hotel category proved to be a factor of differences in the perceptions of the guests.

Keywords: Reviews, Social Media, Facebook, Service, Quality, Hotels

DOI: 10.5937/turizam27-44062

Article info: 228-235

Received: April 2023 | Accepted: December 2023

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Authors: Ellen Busisiwe Mazibuko, Ayanda Jane Mchunu, Siyabulela Nyikana

Abstract: This study sought to determine residents’ perceptions of tourism development and the subsequent impacts of tourism in South Africa. Tourism’s impacts on residents have been a topical issue in existing literature given that they can offer guidance for planners in terms of development trajectories. This is because tourism is widely associated with both negative and positive impacts on residents, depending on the destination’s life cycle and other factors. Thus, Soweto, as South Africa’s most visited township and a place where tourism is seen as a strategic tool for socio-economic development, was selected as an ideal case study for this research. A positivist, quantitative research approach was employed in targeting residents (n=241) using a systematic random sampling method. Data was analyzed through IBM SPSS 24, and key findings revealed that, on the whole, residents are involved directly or indirectly in tourism and generally support its development. Additionally, it was found that residents have largely positive feelings towards tourism and its development in the area although nuances were there regarding tourism recently highlighting the economic gaps between the poor and the rich. The government
was also criticized for failing to increase education about tourism among residents so that they could effectively benefit from it. It was also suggested that tourism compromises the authenticity of heritage and cultural activities in the area whilst also resulting in the increased prices of goods and services for locals.

Keywords: Tourism development, tourism impacts, residents’ perceptions, sustainable development, South Africa.

10.5937/turizam27-45327

Article info: 236-251

Received: July 2023 | Accepted: December 2023