ULOGA DRUŠTVENIH MREŽA U KREIRANJU EKOLOŠKE SVESTI TURISTA. (Bosnian)
In: Knowledge: International Journal, Jg. 30 (2019-03-25), Heft 6, S. 1753-1759
academicJournal
Zugriff:
More and more clear consequences that arise in the environment due to irrational use of natural resources have made sustainable development today important. In tourism, sustainable development is also imposed as a priority and necessity, but in practice it often encounters obstacles to its implementation. The problems that arise in applying the principles of sustainable development in tourism can be a result of the conflicting interests of the key stakeholders. To avoid this, there is a need to establish an adequate system of communication between all stakeholders. An important group of stakeholders in the sustainable development of tourism are tourists who, due to their stay in a tourist destination, can achieve positive and negative environmental impacts. In order to suppress their negative environmental implications, there should be a way to influence the creation or the increase of their ecological awareness. The heterogeneity of tourist demand, i.e. different wishes, habits, attitudes, opinions, needs and beliefs of tourists makes this task difficult. Creating ethical codes and establishing codes of conduct for tourists while staying in a tourist destination can significantly contribute to sustainable development, however, it is necessary to find an adequate medium through which the message on the importance and necessity of environmental protection will be transferred in the right way and at the right time to tourists. The aim of the paper is to show the role that social networks can have in creating the ecological awareness of tourists. By developing modern technologies, social networks have become the medium through which a person most often communicates with the others, where one records information about him/herself and where one can get information about others. In tourism social networks play an important role in creating marketing strategies, because they represent an instrument that allows the destination to interact with tourists and to find out and observe their opinions, attitudes and evaluations of services in tourism. Through social networks, tourists find inspiration for new travel, share tips and experiences with other users, share travel photos, and they can be informed about the tourist destination offer. Researches show that there is an increasing number of social network users and that they spend a significant part of the day using them. By analyzing the role that social networks have in tourism marketing, it can be concluded that they are a medium by which messages that can influence the increase of the tourists` ecological awareness can be created and by which the messages about the codes of ethics and rules of tourists behavior can be transmitted even before the tourists travel to the destination. The specificity of social networks can make this message more durable and created in a way that is consistent with the heterogeneous characteristics of the tourism market. Nevertheless, in using social networks for creating tourists` ecological awareness, there should be a careful approach and there is a need for additional research on how tourists or potential tourists use social networks. [ABSTRACT FROM AUTHOR]
Sve jasnije posledice koje nastaju u životnoj sredini usled neracionalnog korišćenja prirodnih resursa učinile su da održivi razvoj danas dobije na značaju. U turizmu se održivi razvoj takođe nameće kao prioritet i neophodnost, ali se u praksi često nailazi na prepreke u njegovoj primeni. Problemi koji nastaju prilikom primene principa održivog razvoja u turizmu mogu biti rezultat sukobljenih interesa ključnih stejkholdera. Da bi se ovo izbeglo, između ostalog potrebno je uspostaviti adekvatan sistem komunikacije između svih zainteresovanih strana. Važna grupa stejkholdera u održivom razvoju turizma jesu turisti, koji usled svog boravka u turističkoj destinaciji mogu ostvariti pozitivne i negativne uticaje na životnu sredinu. Kako bi se njihove negativne implikacije na okolinu suzbile, treba pronaći način kako uticati na kreiranje odnosno povećanje njihove ekološke svesti. Heterogenost turističke tražnje, odnosno različite želje, navike, stavovi, mišljenja, potrebe i verovanja turista čini ovaj zadatak teškim. Kreiranje etičkih kodeksa i uspostavljanje pravila ponašanja za turiste prilikom boravka u turističkoj destinaciji može značajno doprineti održivom razvoju, ipak potrebno je pronaći adekvatan medij putem koga će se poruka o značaju i neophodnosti očuvanja životne sredine preneti na pravi način i u pravo vreme turistima. Cilj rada je prikazati ulogu koju društvene mreže mogu imati u kreiranju ekološke svesti turista. Razvojem modernih tehnologija društvene mreže postale su medij putem kojeg čovek najčešće komunicira sa okruženjem, gde beleži informacije o sebi i uz pomoć kojih dolazi do informacija o drugima. U turizmu društvene mreže igraju značajnu ulogu u kreiranju marketing strategija, jer predstavljaju instrument koji destinaciji omogućava interakciju sa turistima i uz pomoć kojeg može da sazna i posmatra njihova mišljenja, stavove i evaluaciju usluga u turizmu. Putem društvenih mreža turisti pronalaze inspiraciju za nova putovanja, dele savete i iskustva sa ostalim korisnicima, razmenjuju fotografije sa putovanja, i mogu se informisati o turističkoj ponudi destinacije. Istraživanja pokazuju da je sve veći broj korisnika društvenih mreža i da provode značajan deo dana koristeći iste. Analizom uloge koju društveni mreže imaju u marketingu u turizmu dolazi se do zaključka da predstavljaju medij putem koga se mogu kreirati poruke koje mogu uticati na povećanje ekološke svesti turista i putem kojih se može preneti poruka o etičkim kodeksima i pravilima ponašanja turista i pre nego što turista otputuje u određenu destinaciju. Specifičnost društvenih mreža može omogućiti da ova poruka bude često prisutna i kreirana na način koji će biti u skladu sa heterogenim karakteristikama turističkog tržišta. Ipak, u korišćenju društvenih mreža zarad kreiranja ekološke svesti turista treba biti obazriv i neophodna su dodatna istraživanja o tome na koji način turisti, odnosno potencijalni turisti koriste društvene mreže. [ABSTRACT FROM AUTHOR]
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Titel: |
ULOGA DRUŠTVENIH MREŽA U KREIRANJU EKOLOŠKE SVESTI TURISTA. (Bosnian)
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Autor/in / Beteiligte Person: | Kostić, Marija ; Đorđević, Nataša |
Zeitschrift: | Knowledge: International Journal, Jg. 30 (2019-03-25), Heft 6, S. 1753-1759 |
Veröffentlichung: | 2019 |
Medientyp: | academicJournal |
ISSN: | 2545-4439 (print) |
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