DIGITAL MARKETING ON THE PRACTICAL EXAMPLE OF THE TOURIST BOARD OF THE CITY OF SOLIN

Tehnologija, internet, brzina i opća dostupnost informacija, kao i društvene mreže su uvelike utjecale na formiranje digitalnog marketinga. Tradicionalni marketing i način komunikacije pada u zaborav, jer suvremeni kupci znaju što žele, ne može ih se prevariti, znaju gdje naći ono što žele i pametno kupuju. Upravo iz tog razloga potrebno je što je moguće bolje iskoristiti sve prednosti digitalnog marketinga. Turistički sektor bila je jedna od prvih industrija koja je usvojila digitalni marketing i njegove strategije. Digitalizaciju cjelokupnog putovanja kupaca u turizmu čine: informacije, inspiracija, rezervacije, praćenje, ali i sam turistički proizvod. Cilj ovog rada je bio pojašnjenje pojma digitalnog marketinga, njegovih vrsta, prednosti i nedostataka te trendova i alata koji se koriste u svrhu turizma. Analizom podataka dobivenih od Turističke zajednice grada Solina u dijelu poslovnog slučaja prikazano je kako Turistička zajednica koristi sve mogućnosti koje nudi digitalni marketing u svrhu oglašavanja grada Solina kao turističke destinacije.Technology, the Internet, the speed and availability of information, as well as social networks greatly influence the formation of digital marketing. Traditional marketing and the way of communication are falling into oblivion, because modern customers know what they want, they cannot deceive them, they know where to find what they want and smartly buy. It is for this reason that it is necessary to make the most of all the benefits of digital marketing. The tourism sector was one of the first industries to adopt digital marketing and its strategies. Digitalization of the entire customers journey in tourism consists of: information, inspiration, reservations, monitoring, but also the tourist product itself. The aim of this final exam was to explain the concept of digital marketing, its types, advantages, disadvantages and tools used by tourist agencies to promote tourist destination. By analyzing the data obtained from the Tourist Board of the city of Solin in the part of the business case it was analyzed how the Tourist Board uses all the opportunities offered by digital marketing for the purpose of advertising the city of Solin as a tourist destination