The promotion of digital communication channels by the Tourist Board of the City of Zagreb

U današnje vrijeme moderne tehnologije omogućuju i potiču kreiranje odnosa s turistima i medijima putem raznih kanala, a objavljivanjem kvalitetnog sadržaja se na jednostavan i relativno povoljan način privlače novi turisti. Zbog toga je za svako poduzeće ili organizaciju nužno dobro upravljanje digitalnim marketingom i digitalnom marketinškom komunikacijom. Važnost digitalne komunikacije s potencijalnim turistima prepoznaje i Turistička zajednica grada Zagreba čiji je glavni zadatak da promovira grad Zagreb kao destinaciju, ostvaruje komunikaciju i gradi odnos s turistima. U ovom radu prikazuju se digitalni marketing, digitalna marketinška komunikacija te digitalni marketinški kanali u teoriji i u praksi na primjeru Turističke zajednice grada Zagreba. Analiziraju se digitalni komunikacijski kanali u promociji Turističke zajednice grada Zagreba, s posebnim fokusom na internetske stranice kao dio marketinga u turizmu, elektroničku poštu, odnosno slanje biltena u svrhu promocije i digitalne turističke brošure. Uz to istražuje se upotreba aplikacija za kreiranje doživljaja turista te društvene mreže koje se koriste za komunikaciju i jačanje brenda: Facebook, Youtube, Instagram, Twitter i Pinterest. Također, provodi se istraživanje na uzorku od 200 ispitanika putem anketnog upitnika čime se istražuje njihovo ponašanje i uloga digitalnih komunikacijskih kanala u različitim fazama kupovnog puta potrošača.In today’s society, modern technology plays a key role in initiating and developing strong relationships with tourists and media throughout a variety of channels while posting qualitative content that can easily attract and engage new tourists. As a result, it is essential for every business and organization to maintain strong management of their digital marketing and digital marketing communications. The necessity of digital communication with potential tourists is recognized by the Tourist Board of the City of Zagreb, whose top priority is to promote the city of Zagreb as an enticing destination, along with clearly and effectively communicating while building relationship with tourists. The purpose of this paper is to provide insight on how digital marketing, digital marketing communications and digital marketing channels are used in theory and executed practically by the Tourist Board of the City of Zagreb. The promotion of digital communication channels by the Tourist Board of the City of Zagreb are analyzed, with a focus on internet sites as the medium of marketing in tourism and by e-mails through newsletters with the purpose of promotion and digital tourist brochures. Additionally, they are also researching the how the use of smartphone applications can enhance the overall experience for tourists in combination with the use of social networks for communication and strengthening their brand via Facebook, YouTube, Instagram, Twitter and Pinterest. The Tourist Board of the City of Zagreb conducts research on a sample of 200 participants through a survey questionnaire, which is further examined to identify how their behavior and the role of digital communication channels influences the different phases of the buyer’s journey