Assessment of forms and extent of tourism web promotion in Serbia

Abstract

The subject of this paper is Web promotion of tourism in Serbia. Promotion was understood as one of the four basic elements of marketing on the Web. The paper analyses the main forms and the extent of use of Web tourism promotion. The focus is on domain characteristics, quality of presentation, visibility and search engine rank, Internet promotion techniques and number of visitors. Structural observation was the main method used to analyze 260 travel and tourism related websites in Serbia. However, as Serbia is in the process of political and economic transition, it is still characterized by insufficient technical development of the Internet and its low level of utilization by the tourism industry. Based on the obtained results the extent of use of Web tourism promotion in Serbia and its forms were assessed.