Social Media Marketing in Serbian Tourism Industry Thesis

Pages: 60 (15928 words)  ·  Style: Harvard  ·  Bibliography Sources: 50  ·  File: .docx  ·  Level: Master's  ·  Topic: Social Media  ·  Written: June 29, 2017

To help the industry achieve this aim, strategic marketing plays a substantial role. While there are various components of this strategy, the one that stands out in the Digital Era is the use of social media. How do travelers to Serbia use social media to plan their trips? How do organizations in the tourism industry use social media to appeal to consumers? Understanding the way in which these two groups view the phenomenon of social media usage can help to enable a deeper understanding of how social media can be used as a component in Serbian tourism's market strategy as well as the marketing strategy of tourist and hospitality organizations around the world.

To date, some organizations within the tourism industry are already using social media to help connect with consumers. Four Seasons implemented a marketing campaign that used Pinterest to help consumers connect with tourists and plan destination trips. The goal was to promote Four Seasons through the medium of Pinterest, uniting travelers with others and bridging them by way of the Four Seasons organization and its usage of Pinterest, a popular social media site. Go Pro is another organization that links travels with social media, using YouTube to upload travelers' video footage of trips that have been filmed using Go Pro cameras. The videos have hundreds of thousands of views online and show how corporate aims can be united to social media to help promote an organizational outcome.

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For the Serbian tourism industry, any tool that can be of support in the rebuilding of the industry is something to consider for marketing departments within the tourism and hospitality organizations of that country. Serbia has a lot of attractions that still bring in hundreds of thousands of tourists every year and these tourists' use of social media is an untapped spring that could provide a great deal of data on how social media can be used to help the sector better achieve its goals.

Chapter Breakdown

Thesis on Social Media Marketing in Serbian Tourism Industry Assignment

Chapter One provides an introduction to the topic of this dissertation and describes the problem, the purpose of the study, and the background of the subject of social media and marketing.

Chapter Two provides a literature review of the relevant literature associated with social media and marketing usage.

Chapter Three describes the methodology utilized for this study and the process of analysis used to assess the findings.

Chapter Four presents the findings of the analysis.

Chapter Five discusses the findings in terms of the theoretical approaches utilized for this study and offers conclusions as well as recommendations both for the tourism industry in Serbia and for future research.

Chapter 2: Literature Review


Relevant literature for this study was obtained using Google Scholar as a search engine. Beel, Gipp and Wilde (2010) have shown that Google Scholar is a reliable search engine for obtaining studies because of its academic search engine optimization codes. It also provides users with a simple interface that is easy to employ even for advanced searches. Likewise, Schultz (2007) states that Scholar allows users to have "a simple way to access 'peer-reviewed papers, theses, books, abstracts, and articles from academic publishers' sites, professional societies, preprint repositories, universities and other scholarly organizations" (p. 442). This finding has been corroborated by Jasco (2005), who notes that Google Scholar is "an excellent free tool for scholarly information discovery and retrieval" (p. 208). Thus, using Google Scholar, keywords such as "social media marketing" and "social media tourism industry" were used to obtain initial articles on the subject. These articles were used to create a snowball effect similar to snowball sampling, so that one article was used to help lead to another, using keywords obtained from it. In this manner a substantial number of studies were found that helped to provide a considerable understanding of the relationship between social media and marketing up to the current time.

Social Media and Marketing

Maurer and Hinterdorfer (2013) show that "travelers have to rely on images and descriptions regarding travel products and services" when making decisions about where to go and what to do (p. 213). Photo sharing social media platforms allow tourists to connect with one another to share photographic documents of travel and experiences. This presents an opportunity for the tourism industry and in particular for destination management organizations. The study used an online survey of Austrian destination management organizations to obtain data on how Pinterest may be used by these organizations to advance their business aims. The findings showed that while Pinterest is limited in terms of what it enables the tourism industry to do in terms of connecting with consumers, the potential for photo sharing social media sites to be used by marketers was viewed as great and seen by participants as a positive area for focus. This study was helpful in that it indicates a strong connection between the rise of social media as a new technology and the need for marketing in the 21st century to utilize new media to approach new consumers.

Wang, Park and Fesenmaier (2012) found that smartphones play a pivotal role in the mediating of the touristic experience. Because smartphones essentially act as portable computers, from which one can access all the information of the Internet, they are viewed as a store of valuable data and act as one's very own travel agent, personal tour guide, map, booking agent, etc. Mobile phones and smartphones have enabled tourists to become like their phones -- more mobile and smarter (Wang et al., 2012). Travelers use their smartphones for direction and can have their behavior changed by the suggestions of the information retrieved from their… [END OF PREVIEW] . . . READ MORE

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How to Cite "Social Media Marketing in Serbian Tourism Industry" Thesis in a Bibliography:

APA Style

Social Media Marketing in Serbian Tourism Industry.  (2017, June 29).  Retrieved September 25, 2020, from

MLA Format

"Social Media Marketing in Serbian Tourism Industry."  29 June 2017.  Web.  25 September 2020. <>.

Chicago Style

"Social Media Marketing in Serbian Tourism Industry."  June 29, 2017.  Accessed September 25, 2020.