Review article
https://doi.org/10.17559/JF-2026030000031
DIGITAL TRANSFORMATION OF CULTURAL TOURISM: THE IMPACT OF SOCIAL PLATFORMS ON CONSUMER BEHAVIOUR AND MARKET COMPETITIVENESS
Adriana Radosavac
; University Business Academy in Novi Sad, Faculty of Applied Management, Economics and Finance, Jevrejska 24, 11000 Belgrade, Serbia
*
Oliver Momčilović
; University Business Academy in Novi Sad, Faculty of Applied Management, Economics and Finance, Jevrejska 24, 11000 Belgrade, Serbia
* Corresponding author.
Abstract
This paper analyzes the transformative role of digital platforms and social media in modern business, with a special focus on the cultural tourism sector. In the era of digital expansion, platforms such as Facebook, Instagram, and YouTube have evolved from primarily communication channels to key instruments for the strategic positioning of tourist destinations. This paper explores the modalities in which digitalization contributes to the reduction of operating costs, optimization of business performance and strengthening of market competitiveness. Special emphasis is placed on redefining the role of tourists from a passive consumer to an active co-creator of values and a digital interpreter of cultural heritage. The paper points out the importance of synergy between technological innovations, such as augmented reality and micro-targeting, and the preservation of the authenticity of cultural goods. The long-term economic success and sustainability of cultural tourism directly depend on strategic flexibility and the ability to manage corporate reputation in a highly networked digital ecosystem, with the need to strike a balance between promotional objectives and the protection of the integrity of historical resources.
Keywords
cultural tourism, digital marketing, e-business, social media, sustainable development.
Hrčak ID:
350002
URI
Publication date:
31.7.2026.
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