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.
Keywords: Airbnb Platform, Marketing Effects, Real Estate Market, Tourism, the Balkans.
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