Pregledni rad
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
; Sveučilišna poslovna akademija u Novom Sadu, Fakultet primijenjenog menadžmenta, ekonomije i financija, Jevrejska 24, 11000 Beograd, Srbija
*
Oliver Momčilović
; Sveučilišna poslovna akademija u Novom Sadu, Fakultet primijenjenog menadžmenta, ekonomije i financija, Jevrejska 24, 11000 Beograd, Srbija
* Dopisni autor.
Sažetak
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.
Ključne riječi
cultural tourism, digital marketing, e-business, social media, sustainable development.
Hrčak ID:
350002
URI
Datum izdavanja:
31.7.2026.
Posjeta: 0 *