Promotion of Cultural Properties on Facebook by the National Tourism Organization of Serbia

Cultural properties represent the core of tourism destination supply and culture of the local population. Visiting tangible cultural properties and getting to know intangible ones is an indispensable part of every trip, even for those tourists who are not interested in cultural tourism. Creating a strong relationship between tourism and culture can help tourism destinations become more attractive and improve their competitive position. The aim of this paper is to explore the presence of cultural properties in the promotional activities of the National Tourism Organization of Serbia. As social media, especially Facebook, are used to a large extent for promotion in the field of tourism, this paper presents a survey on the degree the National Tourism Organization of Serbia uses Facebook in order to promote the cultural properties of the Republic of Serbia. In order to achieve the results, all posts published by the National Tourism Organization of Serbia on their Facebook pages in Serbian and English during a period of one year were analysed. The data collected were analysed using the statistical analysis software SPSS, version 23.