Social Media as a Tool for Promoting the Šarganska Osmica Museum-Tourist Complex

Stojanović, Danijela and Stanisavljević, Nenad and Stojanović, Dijana (2025) Social Media as a Tool for Promoting the Šarganska Osmica Museum-Tourist Complex. In: E-business technologies: conference organized by department for e-business, EBT 2025. University of Belgrade, Faculty of Organizational Sciences, Belgrade.

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Abstract

This paper explores the role of social media in the promotion of theŠarganska Osmicamuseum-tourist complex, located in Mokra Gora, Serbia. Through a quantitative analysis of data from Facebook, Instagram, and TikTok, combined with a qualitative assessment of content and user interaction, the study examines the significance of digital communication inenhancing the visibility and business performance of the complex. Special emphasis is placed on evaluating promotional practices and their contribution to brand development and the destination’s tourism image. The results indicate that social media represents a key and cost-effective tool for improving marketing and attracting visitors. Based on the findings, a strategic framework for digital marketing is proposed to strengthen the complex’s online presence further.

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