7th International Thematic Monograph – Modern Management Tools and Economy of Tourism Sector in Present Era

Digital Channels of Communication in the Promotion Function of a Tourist Destination – Tripadvisor Campaign Example of the Federation of Bosnia and Herzegovina

Marko Šantić   –   Chamber of Economy of Federation of Bosnia and Herzegovina, Branislava Đurđeva 10, Sarajevo, Bosnia and Herzegovina
Darijo Jerković   –   University of Vitez, Školska 23, Travnik, Bosnia and Herzegovina
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DOI:   https://doi.org/10.31410/tmt.2022-2023.153
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Abstract:   Interactions and networking of social media in the tourism sector have experienced a very large expansion. This is certainly supported by the fact that the vast majority of today’s tourists, through social networks – digital channels, search for, obtain and analyze information based on which they make decisions about choosing a destination, but also share and ex- change information about their impressions and experiences with others in already visited destinations. These were the main motives of the key actors in the Federation of Bosnia and Herzegovina who, at the instigation of the USAID Tourism Bosnia and Herzegovina Project, embarked on the first comprehensive digital campaign on social networks, the campaign of their chosen tourist destinations, in order to finally get out of the media “darkness”, given that Bosnia and Herzegovina tourist destinations were not visible at all and were not adequately represented on the world tourist map. The campaign was realized on the world’s largest tourist platform TripAdvisor. Be- fore the start of the campaign, the main objectives were set, the duration of the campaign was determined, the target markets were identified and the content was prepared in the form of attractive images, videos and promotional articles in four languages.

Keywords:    TripAdvisor; USAID; Federation of Bosnia and Herzegovina; Media; Tourist Destination

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