ROMOTION OF THE TOURIST PRODUCT USING PRESENTATION ON THE INTERNET AND SOCIAL NETWORKS IN THE FUNCTION OF IMPROVING THE OFFER OF THE CITY OF KOTOR

The significance of utilizing the Internet and social media networks for promoting tourist destinations and presenting tourist products on these platforms, which are nowadays central sources of information, is immense. In addition to becoming easily available, they are both a cheap and powerful tool through which information and target market can be reached very quickly and easily, compared to the traditional marketing tools. Their application is not constrained by time or location, either on the supply side or the demand side. At the same time, they enable social interaction of the users, in which social media networks are leading, because they provide space for the exchange of opinions, experiences, content, as well as for personal contact in real time, which ultimately increases overall satisfaction with a tourist product or service. Destination management organizations and providers of tourist services, leverage the Internet and social media networks to disseminate basic information about their offerings. Since this is often a tourist’s first encounter with a destination, it is crucial that the presentation features attractive and high-quality content, serving as an additional incentive for a visit. The aim of this research is to examine the extent to which local self-government and cultural institutions from the area of Kotor use modern information and communication technologies, especially the Internet and social media networks, for the purpose of promoting the overall tourist product. In this regard, the analysis of the content presented on the official websites and social network profiles of certain institutions of Kotor was conducted. The results of the research indicate that promotion on these digital channels is undervalued, as evidenced by a lack of information, limited content, and an inadequate overall visual experience.