KNjIGA SAžETAKA / BOOK Of ABSTRACTS - Treći međunarodni ...

Mag. oec. Goran Luburić
Zagreb School of Business
Marketing
Ulica grada Vukovara 68, 10 000 Zagreb, Croatia
tel.: +385 98 617 613
e-mail: goran.luburic@vpsz.hr
Mag. phil. et hist. Senka Zavišić
e-mail: senka.zavisic@vpsz.hr
Title of the contribution:
The role of social networks in promoting rural tourism
Keywords:
social networks, promotion, rural tourism
Type of presentation:
PowerPoint presentation
3. TemATSkA cJelinA: kReiRAnJe i DiSTRiBUciJA pRoizvoDA RURAlnog TURizmA
Theme (Thematic area addressed):
03. Creation and distribution of products in rural tourism
Purpose of study:
Explore whether the rural tourism subjects use the promotion
and planned advertising advantages of social
networks, with special emphasis on Facebook as most
represented social network in Croatia.
Methodology/Approach:
A questionnaire was created for the purpose of research.
This questionnaire contains questions related to exploitation
of advertising and promotion potentials offered
by social networks. It also shows the share of this way of
advertising in relation to other ways of promotion. The
research will be conducted on a sample of 90 business
subjects that are classified as rural tourism subjects, and
will show the market situation of rural tourism in the
first half of the year 2012.
Structured abstract
Findings:
It is evident that the subjects of rural tourism sill do not
fully understand the importance, as well as the benefits
offered by social networks. The percentage of involvement
is satisfying, but still lacks rounded action and
understanding of all the features which this way of promotion
offers. The potential of targeted advertising via
Facebook could provide better segmentation and profiling
in targeted market in the form of direct marketing
and access to a large base of potential consumers.
Originality/Value:
This study attempted to cover up only marginally explored
area of rural tourism subjects advertising through
social networks, with emphasis on Facebook. Expected
scientific contributions are in the exact determination
of the current situation and reference on the benefits
of this way of advertising and promotion. The obtained
data can serve in the purpose of making better marketing
positioning of subjects in rural tourism.
Research limitations/Implications:
The main limitations of the research lie in the lack of exact
base of rural tourism subjects making the approach
used by the research sample, which equivalently covers
destinations of rural tourism all over the Croatia.
Practical implications:
Encouraging subjects of rural tourism in promoting
and advertising through social networks, especially Facebook,
and familiarizing them with the opportunities
and advantages offered by this type of promotion.
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