ROLE AND APPLICATION OF INFORMATION COMMUNICATION TECHNOLOGIES: SIGNIFICANCE OF SOCIAL NETWORKS IN PLACEMENT OF HOTEL CAPACITIES IN SERBIA

Distribution and promotion and ultimately the sale of hotel accommodation units and services is increasingly taking place through various social media. A complete profile on social media

should represent an integral presentation of a specific destination or hotel company, it should offer adequate information and provide answers to every question that a potential tourist may ask regarding

the destination, contents, and other elements of the tourist offer. The presented research aimed to analyze the indicators of the influence of digital media and and use of operational internet marketing in general to see the effects on the business success of high-category hotels. This was a challenge that arose during the research process because hotels in Serbia are slower to adapt to the trend of applying social networks in the business practice of hotels. In particular, the marketing aspects of the application of social networks in increasing the profitability of hotel companies in Serbia are considered. To see to what extent this approach, for achieving competitive advantage, as an entrepreneurial philosophy orientation is present in hotels of the highest category in Serbia, we conducted primary research in selected hotels with four and five stars.