Year: 2012
Type: article
Study design: Observational Study
Abstract: This study is focused on the strengths and challenges associated with using the Internet as a rapidly evolving medium in tourism promotion. For this purpose, the paper examines the young-adult consumers’ attitude, mainly towards three aspects: (1) application of Internet for travel and tourism; (2) usage of on-line social networks in sharing travel and tourism experiences; and (3) trust in e-media for tourism promotion purposes. The aim of this research is to determine the level of application of e-tools in tourism promotion by young population in Macedonia. So, this empirical evidence reports on analysis based on data obtained from customer survey among 502 young-adult consumers. The outcomes confirm the research hypothesis and point to crucial importance of introducing e-tools for tourism promotion and increasing the awareness for Macedonia as a tourist destination. Moreover, the paper strongly recommends this concept and urges the need for identifying effective framework for mitigating the up-to-date modest tourism results, thus acting as basis for initial suggestions in improving tourism promotion of the country.
Author: Petrevska, Biljana
Institution: Goce Delcev University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W29082790