MARKETING I PRIMJENA E-MARKETINGA U TURIZMU SA POSEBNIM OSVRTOM NA PANDEMIJU COVID-19/MARKETING AND APPLICATION OF E-MARKETING IN TOURISM WITH A SPECIAL FOCUS ON THE COVID-19 PANDEMIC

Abstract

Marketing in tourism is specific compared to traditional marketing and requires a special approach because the supply and demand for a tourist product have specific relationships. Marketing in tourism is applied in tourism from the moment when the tourist supply was higher than tourist demand, and if marketing instruments have been used in tourism before. In this context, tourism workers had to find new solutions and offer new services in innovative ways. So, then e-marketing comes to the fore again, considering that people are mostly at home and get information mainly through the Internet and Information Technologies. Also, as a new type of tourism is e-tourism that offers tourism services in a completely new way using Information Technology. Since there is no research in Bosnia and Herzegovina related to the Internet as a source of information in tourism, in the research part of the survey we examined the extent to which the Internet is used as a source of information when planning a trip, whether more e-marketing is applied compared to traditional tourism marketing, we investigated whether tourists should travel during a pandemic and whether e-marketing came to the fore. marketing. Thus, the Internet is becoming the dominant source of information for tourists and classic marketing is being replaced by e-marketing.