Preliminary communication
https://doi.org/10.22522/cmr20200157
The Role and Influence of e-marketing in the Tourism of Slavonia and Baranja
Marija Završki
orcid.org/0000-0001-5528-490X
; The Doctoral School of the Josip Juraj Strossmayer University of Osijek, Osijek, Croatia
Katarina Horvat
orcid.org/0000-0002-4947-5846
; The Doctoral School of the Josip Juraj Strossmayer University of Osijek, Osijek, Croatia
Abstract
The growing role of e-marketing in tourism has influenced the development of mutual communication between the local population, especially in rural destinations, and tourism workers. Together, they participate in the creation of infrastructure in a way that helps them improve the development of tourism. Continental tourism in Croatia is beginning to develop more intensively, and tourism in Slavonia, Baranja and Srijem has a strong potential for the development of the tourism identity of the eastern region. A key role in promoting the destination of Slavonia for domestic and foreign guests on the Internet is played by special e-communities consisting of public and civil sector stakeholders, tourist boards, local self-government units, professional associations in tourism and local family businesses active in tourism. This paper deals with the influence of the carrier of the function of tourism development and the management of the image of the tourism offer in the e-sphere, and the accompanying research is based on a combination of theoretical approach and empirical data, and presents the way in which these subjects combine and cooperate in shaping the umbrella marketing concept of the promotion of the tourist offer in Slavonia.
Keywords
Slavonia, rural tourism, development, e-marketing, cluster
Hrčak ID:
238222
URI
Publication date:
25.5.2020.
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