The analysis of marketing communication of the selected tourist resort on social networks

Problem kojim se bavi rad je kvaliteta marketinškog komuniciranja odabranog turističkog resorta na društvenim mrežama. E-marketing u turizmu predstavlja nesumnjivo temeljnu stratešku odrednicu poslovanja poduzeća iz sektora turizma, a kako je sam ulazak poduzeća u marketinške projekte na Internetu relativno jeftin i lak te je strateška pogreška maksimalno ne iskoristiti marketinški potencijal društvenih mreža. Predmet istraživanja je marketinška komunikacija Solaris Beach Resorta Šibenik na društvenim mrežama. Analiza se radila za sljedeće društvene mreže: Facebook, Twiter, Instagram, Tripadvisor i Booking. Analiza je provedena na temelju kvantitativne i kvalitativne analize sadržaja hiperteksta (na kojim mrežama je resort zastupljen, broj pratitelja stranice, teme koje plasira resort, brojnost poruka, lajkova i komentara, vrsta komentara na društvenim mrežama, dakle poruka, komentara, recenzija, slika) te rejtinga pojedinačno za sve hotele u sklopu resorta. Kao metoda primarnog istraživanja korišteno je i anketno istraživanje stavova pratitelja društvenih mreža resorta kojima se utvrdilo njihovo mišljenje o kvaliteti komunikacije resorta na društvenim mrežama. Anketno istraživanje provedeno je u kolovozu 2018. godine na prigodnom uzorku od 100 ispitanika. Rezultati istraživanja izvedeni su primjenom triangulacije rezultata primarnog istraživanja te interpretacije sekundarnih izvora.The problem of the paper is the quality of marketing communication of the selected tourist resort on social networks. E-marketing in tourism is undoubtedly a fundamental strategic guideline for businesses in the tourism sector, and as company's entry into marketing projects on the Internet is relatively inexpensive and easy, it is strategic mistake not to maximize the marketing potential of social networks. The subject of the research is the marketing communication of Solaris Beach Resource Šibenik on social networks. The analysis was carried out on the following social networks: Facebook, Twitter, Instagram, TripAdvisor and Booking. The analysis was carried out on the basis of a quantitative and qualitative analysis of the hypertext content (on which networks the resort is represented, the number of site followers, the resort theme, the number of posts, likes and comments, the type of comments on the social networks, i.e. posts, comments, reviews, pictures) and ratings for each hotel within the resort. As a method of primary research was used a survey of the attitudes of the social network site observers with the aim to determine their opinion on the quality of communication of the resort on social networks. The survey was conducted in August 2018 on a sample of 100 occasional respondents. The results of the research were derived with the help of the triangulation of the results of primary research and the interpretation of secondary sources