Professional Documents
Culture Documents
NAUČNO-STRUČNI ČASOPIS
VISOKE TURISTIČKE ŠKOLE
STRUKOVNIH STUDIJA U BEOGRADU
BROJ 29
No 29
Beograd
Turističko poslovanje The Business of Tourism
Izdavač: Publisher:
Akademija strukovnih studija Beograd, Academy for Applied Studies Belgrade,
Odsek Visoka turistička škola The College of Tourism
11070 Beograd, Srbija 11070 Belgrade, Serbia
Bulevar Zorana Đinđića 152a Bulevar Zorana Đinđića 152a
Telefon: 011/2698-206 Telephone: 011/2698-206
Fax: 011/2698-205 Fax: 011/2698-205
Prirodno-matematički fakultet, Faculty of Sciences,
Univerziteta u Novom Sadu, University of Novi Sad,
Departman za geografiju, turizam i Department of Geography, Tourism and
hotelijerstvo, Hotel Management,
21102 Novi Sad, Srbija, 21102 Novi Sad, Serbia,
Trg Dositeja Obradovića 3 Trg Dositeja Obradovića 3
Lektor / Proofreader
Ana Đorić, Milina Kosanović
Štampa / Press
Newpress, Smederevo
info@newpress.co.rs.
SADRŽAJ
Milica Popović
The usage of social media marketing in tourism 5
Dragana Ćamilović
Winery website analysis framework: the case study of Srem wineries 15
Jovana Nikolić
Koncept prostora u književnom turizmu 27
Igor Trišić
Predeo izuzetnih odlika „Vršačke planine“ u funkciji razvoja turizma 37
Apstrakt: Korišćenje društvenih mreža je Abstract: Nowadays, the usage of social me-
postao sastavni deo života mnogih gener- dia has become integral part of life for many
acija sadašnjice. Ovi alati bazirani na ko- generations. These web-based tools have
rišćenju web-a omogućili su turističkim kom- allowed tourism companies to identify tour-
panijama da utvrde potrebe turista i ostanu ists’ needs and keep up with ever-changing
kompetentni na tržištu koje se kontinuirano market. Thus, this research paper presents
menja. Stoga, ovaj istraživački rad pred- the application of social media in tourism
stavlja načine korišćenja društvenih mreža marketing, which extend tourism bounda-
u turističkom marketingu, proširivanjem ries in innovative way. In this regard, the
granica turizma na inovativan način. U subject of the paper is to determine if so-
vezi s tim, predmet ovog rada ogleda se u cial media have positive impact on business
određivanju da li društvene mreže imaju performances in tourism sector and how to
pozitivan uticaj na poslovne performanse u incorporate these tools in tourism brand
turističkom sektoru, kao i kako uključiti ove strategies. The paper is based on secondary
alate u brend strategije turističkih kompani- data, gathered from academic publications
ja. U izradi rada dominiraju sekundarni from different scientific fields: tourism, mar-
podaci iz akademskih publikacija u oblasti keting and IT. Research results confirmed
turizma, marketinga i informacionih teh- the primary hypotheses, which indicated
nologija. Rezultati istraživanja potvrdili su that social media have positive impact on
početne hipoteze, pri čemu je ustanovljeno tourists’ purchase intentions and brand loy-
da društvene mreže imaju pozitivan uticaj alty, through which business performances
na nameru kupovine od strane turiste i na of tourism companies have been improved.
njihovu lojalnost brendu, čime su pobol- The significance of the research results is
jšane performanse turističkih kompanija. reflected as the optimization of social me-
Značaj rezultata istraživanja ogleda se u dia usage in tourism marketing in order to
optimizaciji korišćenja društvenih mreža u improve the quality of tourism services and
turističkom marketingu kako bi se unapre- tourists’ satisfaction.
dio kvalitet turističkih usluga i povećao nivo
zadovoljstva turista.
Ključne reči: turizam, marketing, društvene Key words: tourism, marketing, social me-
mreže, brend, namere u kupovini. dia, brand, purchase intention.
6 Turističko poslovanje
role in shaping tourists’ awareness, expecta- nipulation, which has resulted in contamina-
tions, perceptions, attitudes, and behaviors tion of social networks with unwanted and
(Liu et al., 2019). The effects of social me- unsecure content. Thus, this issue of assess-
dia sites on tourists include the following: ing the credibility of information has ex-
(a) providing tourists with the necessary posed tourists to risks. Considering that the
information about tourist attractions, (b) satisfaction of social media users with tour-
benefitting from guiding the client as a pos- ism companies has directly and positively
itive consumer to the service, (c) providing influenced their trust in these companies
the tourist with safe distribution channels to (Martínez-Navalón et al., 2020), tourism
purchase various tourism packages and (d) supply should give thoughtful attention to
disseminating specific information about the credibility of information posted online.
the travel packages and the variations that In addition, these companies should have
might occur during the trip (Alghizzawi et in mind that the increasing number of trav-
al., 2018). Forrester research (2007) has sug- elers have ability and possibility to gather
gested that social media users’ engagements information through social media. Thus, it
differ by their primary life motivation. In is worthwhile to accept the advances made
this vein, Belarmino and Koh’s (2018) study possible by social media and inevitable to
showed that differences in eWOM motiva- avoid their acceptance by tourism marketers
tion lead to different ratings of the same ho- (Blackshaw & Nazzaro, 2006; Hua et al.,
tel on different tourism websites. 2017).
The use of social media at different stag- Furthermore, social media has enabled
es of their vacation has become increasing- the tourism corporations to take full advan-
ly important for tourists, including phases tage of customer engagement strategies for
from planning and realising the trip to the developing customer-brand relationships
final phase of sharing travel experiences. (Aluri et al., 2019). Brand communication
These travel experiences have been shared in social media is defined as any piece of
nowadays through social media in the form brand-related communication “distributed
of photos, comments and reviews, easily ac- via social media that enables internet users
cessible to others (Ho & Lee, 2015). Asongu to access, share, engage with, add to, and
and Odhiambo (2019) pointed out that the co-create” (Alhabash et al., 2017, p. 286).
manner in which tourists search for poten- Brand fan pages on social media (such as
tial destinations depends on how tourism Facebook, Twitter and Instagram) have
companies use social media to influence been created by tourism companies, which
tourists’ choice of destinations. According has allowed them to publish brand posts,
to Destination Analyst Research (2019) containing videos, messages, quizzes, infor-
52% of recreational tourists used social mation and other material (Soegoto & Uto-
media recommendations when travel plan- mo, 2019), enabling that communications
ning. Hence, social media is an important between brand and tourists have no restric-
component for online tourism domain in the tions in terms of time, location and media
context of planning trips through a search (Chen & Lin, 2019). On the other hand,
engine. (Rathore et al., 2017). these tourists have become key authors of
As mentioned previously, tourists found brand stories by sharing brand experiences
credibility of social media resources as one via social media, connecting consumers and
of the main criteria when buying tourism brands (de Vries and Carlson, 2014).
products. Tuclea et al. (2020) pointed out Several pieces of research confirmed
that the quality of generated content can that social media marketing activities have
widely vary, from high value content to ma- had positive direct impact on brand loyalty.
Broj 29 9
Particularly, Bilgin (2018) pointed out that Acknowledgements
social media had positive effect on brand
awareness, which has expanded the social The paper is a part of research with-
media significance as awareness reminding in the project No. 179066: „Unapređenje
tools. Other research revealed that positive konkurentnosti javnog i privatnog sektora
destination image enhanced the revisit in- umrežavanjem kompetencija u procesu ev-
tention (Assaker et al., 2011). The positive ropskih integracija Srbije” (“Improving the
impact of social media on brand loyalty Competitiveness of the Public and Private
was also discussed by Chahal et al. (2020) Sector through Networking of Competences
who proved that customers’ prior social in Serbia’s European Integration Process”)
media experience (i.e., convenience when financed by the Ministry of Education, Sci-
purchasing on SM, exchanging questions ence and Technological Development of the
about products and services and buying ex- Republic of Serbia.
perience on SM) has influenced their social
media brand engagement. References
factor , non-linear latent growth model. keting activities: The mediation of so-
Tourism management, 32(4), 890-901. cial identification, perceived value, and
Basyazicioglu, N., & Karamustafa, K. satisfaction. Technological Forecasting
(2018). Marketing 4.0: impacts of tech- and Social Change, 140, 22-32.
nological developments on marketing Chen, S., Law, R., Xu, S., & Zhang, M.
activities. Kırıkkale Üniversitesi Sosyal (2020). Bibliometric and Visualized
Bilimler Dergisi, 8(2), 621-640. Analysis of Mobile Technology in Tour-
Belarmino, A. M., & Koh, Y. (2018). How ism. Sustainability, 12(19), 7975.
E-WOM motivations vary by hotel re- Dahnil, M. I., Marzuki, K. M., Langgat, J.,
view website. International Journal of & Fabeil, N. F. (2014). Factors influenc-
Contemporary Hospitality Management, ing SMEs adoption of social media mar-
30(8), 1-22. keting. Procedia-social and behavioral
Bilgin, Y. (2018). The effect of social media sciences, 148, 119-126.
marketing activities on brand awareness, Daugherty, T., & Hoffman, E. (2014).
brand image and brand loyalty. Business eWOM and the importance of capturing
& Management Studies: An Internation- consumer attention within social me-
al Journal, 6(1), 128-148. dia. Journal of Marketing Communica-
Blackshaw, P., & Nazzaro, M. (2006). Con- tions, 20(1-2), 82-102.
sumer-generated media (CGM) 101: de Vries, N. and Carlson, J. (2014). Exam-
Word-of-mouth in the age of the webfor- ining the drivers and Brand performance
tified consumer. New York, NY: Nielsen implications of customer engagement
BuzzMetrics. with brands in the social media environ-
Bowen, J., & Whalen, E. (2017). Trends that ment. Journal of Brand Management,
are changing travel and tourism. World- 21(6), 495-515.
wide Hospitality and Tourism Themes, Destination Analysts (2019). The Future
9(6), 592-602. of Travel-Planning Apps. Available on-
Buhalis, D. (2019). Technology in tour- line: https://www.destinationanalysts.
ism-from information communication com/ welcome-to-2019-american-trav-
technologies to eTourism and smart eler-sentiment-weakens-2-2/ (accessed
tourism towards ambient intelligence on 5 January 2022).
tourism: a perspective article. Tourism Dijkmans, C., Kerkhof, P., & Beukeboom,
Review, 75(1), 267-272. C. (2020). Adapting to an emerging
Chahal, H., Wirtz, J., & Verma, A. (2020). social media landscape: The rise of in-
Social media brand engagement: Di- formalization of company communica-
mensions, drivers and consequenc- tion in tourism. In Corne D., Peter K. &
es. Journal of Consumer Marketing, Camiel B.: Information and Communi-
37(2), 191-204. cation Technologies in Tourism 2020,
Chang, H. L., Chou, Y. C., Wu, D. Y., & 3-14. Springer, Cham.
Wu, S. C. (2018). Will firm’s marketing Dwivedi, Y. K., Ismagilova, E., Hughes, D.
efforts on owned social media payoff? L., Carlson, J., Filieri, R., Jacobson, J.,
A quasi-experimental analysis of tour- ... & Wang, Y. (2021). Setting the future
ism products. Decision Support Sys- of digital and social media marketing re-
tems, 107, 13-25. search: Perspectives and research prop-
Chen, S. C., & Lin, C. P. (2019). Under- ositions. International Journal of Infor-
standing the effect of social media mar- mation Management, 59, 102168.
Broj 29 11
Erkan, I., & Evans, C. (2016). The influence Revista de Turismo y Patrimonio Cultur-
of eWOM in social media on consum- al, 16, 1051-1066.
ers’ purchase intentions: An extended Jacobson, J., Gruzd, A., & Hernán-
approach to information adoption. Com- dez-García, Á. (2020). Social media
puters in human behavior, 61, 47-55. marketing: Who is watching the watch-
Fatma, M., Ruiz, A. P., Khan, I., & Rahman, ers?. Journal of Retailing and Consumer
Z. (2020). The effect of CSR engage- Services, 53, 1-12.
ment on eWOM on social media. In-
Jaman, S. F. I., & Anshari, M. (2021). Face-
ternational Journal of Organizational
book as marketing tools for organiza-
Analysis, 28(4), 941-956.
tions: Knowledge management analysis.
Gössling, S. (2021). Tourism, technology In Siti J. & Muhhamad A.: Research An-
and ICT: a critical review of affordances thology on Strategies for Using Social
and concessions. Journal of Sustainable Media as a Service and Tool in Busi-
Tourism, 29(5), 733-750. ness (117-131). IGI Global.
Gvili, Y., & Levy, S. (2018). Consumer en- Jansson, A. (2018). Rethinking post-tour-
gagement with eWOM on social media:
ism in the age of social media. Annals of
The role of social capital. Online Infor-
Tourism Research, 69, 101-110.
mation Review.
Kala, D., & Chaubey, D. S. (2018). The ef-
Heggde, G., & Shainesh, G. (Eds.).
fect of eWOM communication on brand
(2018). Social media marketing: Emerg-
image and purchase intention towards
ing concepts and applications. Springer.
lifestyle products in India. Internation-
Hennig-Thurau, T. and Walsh, G. (2004) al Journal of Services, Economics and
‘Electronic word of mouth: motives for Management, 9(2), 143-157.
and consequences of reading customer
articulations on the internet’, Interna- Kayumovich, K. O., & Kamalovna, S. F.
tional Journal of Electronic Commerce, (2019). Social media-marketing-a force-
8(2), 51–74. ful tool for tourism industry. European
science, 7(49), 41-43.
Ho, C. & Lee, P. (2015). Are blogs still ef-
fective to maintain customer relation- Kemp, S. (2021). Digital 2021: Global Over-
ships? An empirical study on the travel view Report. Available on: https://data-
industry. Journal of Hospitality and reportal.com/reports/digital-2021-glob-
Tourism Technology, 6(1) 5-25. al-overview-report; (accessed on 11
Hua, L. Y., Ramayah, T., Ping, T. A., & Jun- January 2022).
Hwa, C. (2017). Social media as a tool Lehto, X., Park, J. K., Park, O., & Lehto, M.
to help select tourism destinations: The R. (2007). Text analysis of consumer re-
case of Malaysia. Information Systems views: The case of virtual travel firms. In
Management, 34(3), 265-279. Human interface and the management
Hudson, S., & Thal, K. (2013). The impact of information. Methods, techniques and
of social media on the consumer deci- tools in information design (490-499).
sion process: Implications for tourism Springer Berlin Heidelberg
marketing. Journal of Travel & Tourism Leung, D., Law, R., Van Hoof, H., & Buhalis,
Marketing, 30(1-2), 156-160. D. (2013). Social media in tourism and
Icoz, O., Kutuk, A., & Icoz, O. (2018). hospitality: A literature review. Journal
Social media and consumer buying de- of travel & tourism marketing, 30(1-2),
cisions in tourism: The case of Turkey. 3-22.
12 Turističko poslovanje
Li, M., Yin, D., Qiu, H., & Bai, B. (2021). Moro, S., & Rita, P. (2018). Brand strategies
A systematic review of AI technolo- in social media in hospitality. Interna-
gy-based service encounters: Impli- tional Journal of Contemporary Hospi-
cations for hospitality and tourism tality Management, 30(1), 343-364.
operations. International Journal of Munar, A. M., & Jacobsen, J. K. S. (2014).
Hospitality Management, 95, 1-10. Motivations for sharing tourism expe-
Liu, H., Wu, L., & Li, X. (2019). Social me- riences through social media. Tourism
dia envy: How experience sharing on so- management, 43, 46-54.
cial networking sites drives millennials’ Pang, H. (2021). Identifying associations
aspirational tourism consumption. Jour- between mobile social media users’ per-
nal of travel research, 58(3), 355-369. ceived values, attitude, satisfaction, and
Magno, F., & Cassia, F. (2018). The im- eWOM engagement: The moderating
pact of social media influencers in tour- role of affective factors. Telematics and
ism. Anatolia, 29(2), 288-290. Informatics, 59, 101561.
Martínez-Navalón, J. G., Gelashvili, V., & Pietro, D. L., Virgilio, D. F., & Pantano, E.
Saura, J. R. (2020). The impact of envi- (2012). Social network for the choice of
ronmental social media publications on tourist destination: Attitude and behav-
user satisfaction with and trust in tour- ioral intention. Journal of Hospitality
ism businesses. International Journal and Tourism, 3 (1), 60–76.
of Environmental Research and Public
Rathore, A. K., Joshi, U. C., & Ilavarasan, P.
Health, 17(15), 5417.
V. (2017). Social media usage for tour-
Matute, J., Matute, J., Polo-Redondo, Y., ism: A case of Rajasthan tourism. Proce-
Polo-Redondo, Y., Utrillas, A. and Utril- dia computer science, 122, 751-758.
las, A. (2016), “The influence of EWOM
characteristics on online repurchase in- Sahin, G. G., & Sengün, G. (2015). The
tention: mediating roles of trust and per- effects of social media on tourism mar-
ceived usefulness”, Online Information keting: a study among university stu-
Review, 40(7), 1090-1110 dents. Management and Administrative
Sciences Review, 4(5), 772-786.
Milano, R., Baggio, R., & Piattelli, R.
(2011). The effects of online social me- Sani, E. P., & Nomleni, A. P. W. (2018).
dia on tourism websites. In Rob L., Mat- Profress in Information Technology and
thias F. & Francesco R: Information and Tourism Management: A Critical Re-
communication technologies in tourism view. In National Conference of Crea-
2011, 471-483. Springer, Vienna. tive Industry.
Mkono, M., & Tribe, J. (2017). Beyond re- Sigala, M. (2018). New technologies in
viewing: Uncovering the multiple roles tourism: From multi-disciplinary to
of tourism social media users. Journal of anti-disciplinary advances and trajec-
travel research, 56(3), 287-298. tories. Tourism management perspec-
Moran, G., Muzellec, L., & Nolan, E. tives, 25, 151-155.
(2014). Consumer moments of truth in Soegoto, E. S., & Utomo, A. T. (2019, No-
the digital context: How “search” and vember). Marketing Strategy Through
“e-word of mouth” can fuel consumer Social Media. In IOP Conference Series:
decision making. Journal of Advertising Materials Science and Engineering,
Research, 54(2), 200-204 662(3), 32-40.
Broj 29 13
Stephen, A. T. (2016). The role of digital Yadav, M., & Rahman, Z. (2017). Social
and social media marketing in consumer media marketing: literature review and
behavior. Current opinión in Psycholo- future research directions. International
gy, 10, 17-21. Journal of Business Information Sys-
Teng, S., Khong, K. W., Goh, W. W., & tems, 25(2), 213-240.
Chong, A. Y. L. (2014). Examining the Yuan, Y., Tseng, Y. H., & Ho, C. I. (2019).
antecedents of persuasive eWOM mes- Tourism information technology re-
sages in social media. Online Informa- search trends: 1990-2016. Tourism re-
tion Review, -38(6), 746-770. view, 3(1), 50-68.
Țuclea, C. E., Vrânceanu, D. M., & Năstase, Zeng, B., & Gerritsen, R. (2014). What do
C. E. (2020). The role of social media we know about social media in tourism?
in health safety evaluation of a tourism A review. Tourism management per-
destination throughout the travel plan- spectives, 10, 27-36.
ning process. Sustainability, 12(16), Zhou, S., Yan, Q., Yan, M., & Shen, C.
6661. (2020). Tourists’ emotional changes and
Vinerean, S. (2017). Importance of strategic eWOM behavior on social media and in-
social media marketing. Expert Journal tegrated tourism websites. Internation-
of Marketing, 5(1), 28 – 35. al Journal of Tourism Research, 22(3),
Weinberg, T (2009). The New Communi- 336-350.
ty Rules: Marketing on the Social Web,
1stEdition ,O‟Reilly: California.
Whiting, A., & Deshpande, A. (2016). To-
wards greater understanding of social
media marketing: A review. Journal of
Applied Business and Economics, 18(4),
82-91.
Broj 29 15
Dragana Ćamilović, PhD
Academy of Applied Studies Belgrade – The College of Hotel Management
DOI: 10.5937/turpos0-36998
UDK: 38.48-6:641/642]:004.738.1
663.25(497.113)
Abstract: The purpose of this paper is to Apstrakt: Svrha ovog rada je razvoj okvira
develop a framework that would enable koji će omogućiti analizu internet prezent-
analysis of wineries’ websites from several acija vinarija sa nekoliko aspekata: funk-
aspects: Website Functionality, Interactivity, cionalnosti internet prezentacije, interak-
Visual Appearance, Contact Information, tivnosti, vizuelnog izgleda, raspoloživosti
Winery Specific Information, Wine Tourism kontakt informacija, informacija o samoj
Related Services, and Online Shopping. vinariji, usluga vezanih za vinski turizam,
The framework is then applied to analyse kao i mogućnosti onlajn kupovine. Taj ok-
the Srem wineries’ websites. The author has vir je zatim primenjen na analizu vinarija
specifically chosen the Srem region because Srema. Autor je odabrao baš Sremski rejon
Srem’s viticulture has a long tradition, and zato što vinogradarstvo u Sremu ima dugu
the wines produced there are of high quality. tradiciju, a proizvedena vina su visokog
To be recognized as such in the world and kvaliteta. Da bi kao takve bile prepoznate
to make Srem region interesting to wine u svetu, i da bi Sremski rejon mogao zain-
consumers and wine tourists from various teresovati ljubitelje vina i vinske turiste
countries, the Srem wineries need to have iz najrazličitijih zemalja, vinarije Srema
a strong online presence, particularly in moraju imati snažnu prisutnost na inter-
the form of websites. Unfortunately, the netu, posebno u vidu internet prezentacija.
research presented in this paper reveals Istraživanje prezentovano u ovom radu je,
that a large number of Srem wineries do nažalost, pokazalo da veliki broj njih i nema
not have a website. The existing websites internet prezentaciju, a postojeće prezent-
were studied in detail in accordance with acije su detaljno analizirane u skladu sa
the proposed framework. The project has its predloženim okvirom. Projekat poseduje i
practical implications, since the framework praktične implikacije, jer predstavljeni ok-
presented can be of great help to wine vir može biti od velike pomoći svima koji se
business practitioners in understanding bave vinskim biznisom da razumeju koje su
which features characterize a high-quality to karakteristike koje visokokvalitetna inter-
winery website. net prezentacija vinarije mora posedovati.
Table 1: The analysed sample of the Srem wineries and their websites
Winery Website address
Acumincum https://www.vinarija-acumincum.com/
Ačanski https://podrum-acanski.com/
Aven https://www.vinarijaaven.rs/
Bajilo https://vinarijabajilo.rs/
Belo Brdo https://www.belobrdo.com/
Benišek-Veselinović http://www.podrumbenisek.com/
Bikicki https://www.bikicki.rs/
Bjelica http://www.vinarijabjelica.rs/
Brestovački https://vinarija-brestovacki.business.site/
Danguba https://vinarijapodrumdanguba.rs/
Deurić https://vinarijadeuric.com/
Dulka http://vinarijadulka.rs/
Đurđić http://www.djurdjic.rs/
Erdevik http://www.erdevikwinery.com/
Fruškogorski vinogradi / Quet http://fruvin.com/sr/
Hopovo https://vinogradhopovo.com/
Imperator https://www.imperator.rs/
IN Ilič-Nijemčević http://vinarija-in.rs/
Kiš http://vinarijakis.com/
Komuna http://www.vinarijakomuna.com/
Kovačević https://vinarijakovacevic.com/
Mačkov podrum http://www.mackovpodrum.co.rs/sr/
Manufaktura Spasić https://manufakturaspasic.com/
McC https://www.mccorganskovino.com/
Miljević http://www.podrum-miljevic.co.rs/
MK Kosović http://www.vinarijakosovic.com/
Mrđanin http://www.vinarija-mrdjanin.rs/
Patkov vinograd https://patkovvinograd.business.site/
Sokolov zamak https://sokolovzamak.rs/
Stojković https://dvasunca.com/
Šapat http://www.sapat.rs/sapat/
Šukac https://podrumsukac.rs/
Tri međe i oblak http://trimedjeioblak.com/
Trivanović https://vinarijatrivanovic.rs/
Urošević http://www.vinogradiurosevic.rs/
Vinat https://vinovinat.webs.com/
Vinum https://www.vinum.rs/
Živanović https://www.museumzivanovic.com/
Source: Author
The framework of this study is mostly Zhu et al., 2009; Velikova et al., 2011; Kolb
based on the website features adapted from and Thach, 2016; Grahovac et al., 2017;
the existing studies (Begalli et al., 2009; Ćamilović, 2020). The author suggested a
Broj 29 19
list of 26 different website attributes that Information, Winery Specific Information,
needed to be analysed, and grouped them into Wine Tourism Related Services, and Online
7 main categories: Website Functionality, Shopping. This is illustrated in Table 2.
Interactivity, Visual Appearance, Contact
Both the content analysis of the wineries’ load correctly. Only the search box/buttons
websites, and the automated online tool were that allowed users to find particular topics
used for the purpose of the analysis. In order or pages on a website were examined (this
to test if the websites were mobile-friendly, feature is quite different from the product
the author used Mobile-Friendly Test Tool. search function in a web shop, which was
Analysing other features usually required not an attribute covered by this study).
the content analysis of the selected websites. Some websites had several social media
However, some features needed to be tested buttons, but not all of them were linked
by the author, because only the functional to their existing social media profiles. For
ones were considered. For example, if there example, some were linked to the website’s
was a search box/button or a newsletter homepage, the Google website, or Google+
sign-up box, but it didn’t work properly, it social network that was shut down for
was not taken into consideration. The same business and personal use in April 2019.
applies for Google Maps that could not Those were not considered valid. Only the
20 Turističko poslovanje
Yes 29 76.32
Mobile friendly website
No 9 23.68
Present 4 10.53
Functional search box/button
Not present 34 89.47
Most websites (86.84%) have main functional search box/button. To make the
navigation menu available on all the pages, website useful for foreign visitors, it should
which is good. However, almost one quarter be multilingual. Unfortunately, 52.63% of
of the websites (23.68%) are not mobile the analysed wineries have only a Serbian
friendly, and this is not good enough. Many version of the website, which is of no use
people use their mobile devices when they to foreign visitors. Furthermore, 42.11%
search the information on the Internet and of them are available in one or two foreign
visit websites. Search box/button enables languages, while only 5.26% are available
the users to easily find exactly what they in three or more foreign languages.
are looking for on a website, and thus it Interactivity determines how a visitor
is an important element of the website can engage with the winery, and this analysis
functionality. The study shows that only is presented in Table 4.
10.53% of the analysed websites have a
Broj 29 21
Table 4: The Srem wineries’ websites’ interactivity analysis
Interactivity
No. of web-
Website Attribute %
sites
Present 21 55.26
Contact us form
Not present 17 44.74
Present 3 7.89
Functional newsletter sign-up
Not present 35 92.11
Present 1 2.63
Online sign-up for wine club
Not present 37 97.37
None 13 34.21
3 or more 7 18.42
Source: Author
Sometimes, providing contact websites do not have any social media links
information is not enough, and 55.26% of on their homepages is a high percentage.
the analysed wineries offer a contact us However, 47.37% of the websites have one
form on their websites as well. According or two social media links, while 18.42%
to Kotler et al. (2014), newsletters can have three or more.
support building a company’s image A website should be aesthetically
and bringing important news to target pleasing, and this is why the author
markets. Nevertheless, only 7.89% of the investigated visual appearance: presence
Srem wineries’ websites have a functional of logo on every page, images of winery or
newsletter sign-up. Wine clubs help its facilities, vineyard images, and images
wineries develop long-term relationships of individual products. The results are
with their customers (Velikova et al., 2011). illustrated in Table 5. Logo serves as an
It is a powerful means to increase repeated identifier for a winery. Its presence on the
purchases. A wine club membership should website ensures credibility and promotes
offer special benefits to its members, such brand loyalty. As many as 73.68% of the
as membership pricing, complementary analysed wineries display their logos on
tasting, or exclusive access to special every page of their websites. Also, 78.95%
events. Unfortunately, only one of the 38 of them contain images of the winery or its
analysed websites offers an online sign-up facilities, 86.84% display vineyard images,
for a wine club. Social media links can be and 86.84% of them display images of
a good way of finding new customers and individual products. Those are important in
increasing awareness of the winery. Many order to create a good impression, and they
people use social media to find additional can inspire people not only to desire to taste
details about wines and wineries. For this wine, but to visit the winery as well.
reason, the fact that 34.21% of the analysed
22 Turističko poslovanje
There are several reasons why a website website. Contact details are also necessary
needs to contain contact information. One of for making an inquiry about the products
them is to ensure that a website is legitimate, or paying a visit, or simply to seek some
that is, to confirm that a particular winery additional information. The websites’ contact
is indeed the real owner of that specific information analysis is presented in Table 6.
The results show that 97.37% of the route visitors to the winery, and many peo-
websites display an address, all the web- ple use it for the purpose of navigation.
sites provide a telephone number, 84.21% A very important analysis is the
provide an email address (or several ones), one concerning the websites’ winery
and 68.42% have added a functional Google specific information presented in Table
Map. The last-mentioned option is impor- 7. The main reason why someone visits
tant because one click to Google Map can a winery’s website in the first place is to
Broj 29 23
find some information about the winery not display wine prices, and 71.05% do not
and its products, and to check the working include the information about the working
hours. As expected, most Srem wineries’ hours. This is unfortunate, because a website
websites offer winery information and wine visitor can be puzzled about the appropriate
descriptions. However, 52.63% of them do time to contact the winery or visit it.
Table 7: The Srem wineries’ websites’ winery specific information analysis
Winery specific information
No. of web-
Website Attribute %
sites
Present 36 94.74
Winery information
Not present 2 5.26
Present 11 28.95
Working hours
Not present 27 71.05
Present 34 89.47
Wine descriptions
Not present 4 10.53
Present 20 52.63
Wine prices
Not present 18 47.37
Source: Author
Wine tourism can be described as tells us that wineries play important part in
“visitation to vineyards, wineries, wine attracting wine tourists. Although winery
festivals and wine shows for which grape specific information, analysed earlier in
wine tasting and/or experiencing the this paper, are interesting to wine tourists,
attributes of a grape wine region are the they are also seeking some tourism related
prime motivating factors for visitors” (Hall services. The analysis results are presented
et al., 2000: 298). This very description in Table 8.
Table 8: The Srem wineries’ websites’ wine tourism related services analysis
Wine tourism related services
No. of web-
Website Attribute %
sites
Present 25 65.79
Wine tasting
Not present 13 34.21
Present 19 50.00
Offering food with wines
Not present 19 50.00
Surprisingly, more than one third of Srem In 2020, the pandemic drove even more
wineries’ websites (34.21%) do not offer wine consumers online, and in 2021 wine
wine tasting. Half of them offer some food retailers predicted that online wine sales
with wines. Only 21.05% of the analysed would continue to grow (Melton, 2021).
websites give visitors the option of a guided With pandemic restrictions for bars and
tour of the winery and/or vineyard, and only restaurants, the e-commerce has grown fast
3 of 38 the analysed websites provide onside for wineries that sell their products directly
accommodation. These results show that to consumers (op. cit.). The Srem wineries
Srem wineries are not sufficiently aware of did not seize this opportunity to the right
the importance of wine tourism and their extent. Nearly half of the analysed websites
role in it. (47.37%) do not offer online shopping
Consumer fondness of online shopping options, and only one website has iOS and
is driving wineries worldwide to embrace Android shopping applications download
e-commerce (Parboteeah et al., 2016). option.
Present 1 2.63
iOS and Android shopping application
download options
Not present 37 97.37
Source: Author
Apstrakt: Cilj rada je da prikaže na koji Abstract: The aim of this paper is to de-
način su predstavljeni i interpretirani prost- pict how the concept of place is presented
ori u književnom turizmu. Uzimajući u obzir and interpreted in literary tourism. Drawing
savremena poststrukturalistička i postmo- upon the poststructuralist and postmodern
derna tumačenja kulture i turizma istražiće- theories of culture and tourism the paper
mo u kakvom su odnosu književni prostori will explore the relation between the literary
i posetioci. Drugim rečima, interesuje nas places and tourists. In other words, the pa-
na koje načine književni prostori utiču na per examines how the literary places influ-
doživljaj posetilaca istih, odnosno na koji ence visitors’ experiences of certain places
način posetioci dodeljuju značenje fiktivnim and how the visitors assign meanings to the
prostorima koja postoje u stvarnom svetu i fictional places which exist in the real world
obrnuto (stvarnim prostorima koja postoje i and vice-versa (the real places which also
u fiktivnom svetu). Poći ćemo od pretpostav- exist in the world of fiction). In the context of
ke da je priroda književnog turizma takva literary tourism the boundaries between the
da neizbežno briše granice između fiktivnog fictional and non-fictional worlds are inevi-
i nefiktivnog u doživljaju turiste, koji postaje tably blurred in the tourist’s experience. The
aktivan učesnikkako u kreiranju potencijal- tourist becomes the active creator of both,
ne ponude, tako i prihvatanju autentičnog the potential tourist offer and the authentic
iskustva, odnosno doživljaja, koje je lično experience which is personal and subjec-
i subjektivo. Kako bi se kreirala kvalitetna tive. In order to create the appropriate tour-
turistička ponuda ljubiteljima književnosti ist offer to the bibliophiles it is of the utmost
potrebno je dobro razumeti način na koji importance to understand the way visitors
posetioci doživljavaju ovakve prostore, jer experience such places. In order for the lit-
je za popularizovanje određene lokacije i erary place to become popular it is neces-
uspešne turističke ponude neophodno uzeti sary to include several factors including the
u obzir više faktora, uključujući i sam krea- creative act of the visitor.
tivni čin posetilaca.
Ključne reči: prostori, književni turi- Key words: places, literary tourism, lit-
zam, književnost, autentičnost, iskustvo. erature, authenticity, experience.
28 Turističko poslovanje
1 Navedena tvrdnja o mestima otpora relevanta 2 Simanova (2019) ističe da performativne ulo-
je za ovaj rad u onoj meri u kojoj želimo da ge posetilaca lokacija posvećenih književnim
pokažemo da turisti učestvuju aktivno u kre- delima popularizuje samu lokaciju. Međutim,
iranju značenja prostora povezanih sa narati- autorka takođe navodi da su razlozi posete
vima književnih tekstova, turističkih ponuda i pojedinih lokacija zapravo aktivnosti koje su
konzumiranju istih, baš kao što narod pripisuje u ponudi, a u kojima turisti aktivno učestvu-
sopstvena značenja kapitalističkim proizovid- ju ističući da određeni deo turista ne poseću-
ma, kako smatra Fisk (2001). Oslanjajući se na je predele zato što su inspirisani književnim
aspekte popularne kulture, Džona Fiska, mo- delom. Autorka navodi da pojedini posetioci i
žemo smatrati da se ne može nasilno nametnu- ne znaju na koji su način turističke atrakcije
ti ponuda književnog turizma posetiocima jer odnosno manifestacije ili organizovana takmi-
ih ne smatramo pasivnim konzumentima. čenja povezana sa piscem ili tekstom.
Broj 29 31
Fiktivni prostori u realnom svetu i sivno prihvataju ponudu, već naprotiv, zato
njihova autentičnost što tragaju za ličnim doživljajem i novom
stvarnosti upisujući u mesta svoje želje,
Izmeštanje prostora iz fiktivnih svetova očekivanja, emocije koje su iskusili čitajući
u realne nikad ne može biti identitčno. Iz- o datom mestu, a istovremeno prihvatajući
među ostalog zbog toga što je originalno me- i interpretirajući ponudu. Ovde se možemo
sto zapravo plod piščeve mašte, kao i zbog složiti sa Herbertovom (2001) tvrdnjom da
činjenice da prostori koje zamisli pisac ne autentičnost predstavlja subjektivni osećaj
moraju nužno imati istu mentalnu predsta- koji nastaje kombinacijom namera onih koji
vu u čitaočevom umu, čak i kada postoje u sačinjavaju ponudu s jedne strane i inter-
realnom geografskom okruženju. Virdžinija pretacijom onih koji je konzumiraju s druge
Vulf je prostore smatrala intimnim i znanim strane. Štaviše, turisti, ili kako ih Smitova
samo piscu: „Piščeva zemlja je teritorija u (2009) naziva post-turisti, u savremenom
njegovom umu; i rizikujemo da se razočar- društvu zapravo i ne mare za autentičnošću
amo ako pokušamo da te fantomske gra- ponude u tradicionalnom smislu i žele da
dove prebacimo u opipljive građevine [...] iskuse hiperrealne lokacije. Dobrim delom
insistirati da [piščev grad] ima svoj odgo- na ovakvom zaključku možemo zahvaliti
varajući pandanu ovozemaljskim gradovi- Bodrijarovoj (1994) pesimističnoj tvrdnji da
ma znači ukrasti mu deo šarma [...] (Woolf, ništa nije autentično u postmodernom dobu.
1986,35). Međutim, i pored svesti o tome da U nastavku ćemo pokušati da predstavimo
mesto koje je u sprezi sa književnim delom primere turističke ponude koji odgovaraju
ne može biti doslovno preslikano u realno konceptima trećeg prostora, kao i hiper-
okruženje, turisti su spremni da posete pro- realnosti, a odnose se na potrebuturista da
store posvećene omiljenom junaku, piscu ili tragaju za ličnim doživljajem i novom stvar-
pesniku koji su deo turističke ponude. Stoga nosti. Takođe ćemo istražiti i kakvu ponu-
se nameće razmišljanje o autentičnosti pro- du pružaju date atrakcije kako bi turistima
stora, ponude i doživljaja posetilaca. Melani dozvolili da kreiraju lične emocije ali i na
Smit pominje značaj „lične autentičnosti“ koji način čitaoci/posetioci dodeljuju svoja
za koju tvrdi da je najkompleksnija i naj- značenja turističkim ponudama koja turi-
manje zastupljena u istraživanjima. Ona se stičke organizacije treba da prepoznaju.
„odnosi na emocionalno i psihološko isku-
stvo putovanja, subjektivne odgovore i tu- Lokacija, lični doživljaj i treći prostor
mačenje doživljenih mesta i događaja [...]“
(Smith, 2009, 20). Tumačenje autentičnosti Pozivajući se na Umberta Eka (1986)
kao subjektivnog osećaja, a koji se odnosi Hopenova i sar. (2014) navode da turisti po-
na treći prostor doprinosi boljem razume- sećuju hiperrealne destinacije, odnosno one
vanju suštine samog pojma autentičnosti destinacije koje se odnose na kombinaciju
destinacije književnog turizma i osećanja fiktivnih odnosno mitskih junaka i lokacija
koje literarno mesto izaziva kod posetioca, koje postoje u realnosti, poput Šervudske
ali i ukazuje na neuhvatljivost i komplek- šume i Robina Huda. Isti autori pozivajući
snost pojma. Autentičnost nije objektivna. se na Herberta (2001) navode da baš zbog
Istovetna replika nefiktivnog prostora u re- kombinacije realnog i fiktivnog ovakva
alnom ne mora biti smatrana autentičnom. mesta imaju posebno značenje za turiste
Turisti se katkad i ne zapitaju da li je ono što (Hoppen et al.,2014). Neretko, čitajući kn-
posećuju autentično, stvarno, odnosno da li jiževno delo čitalac oseti snažne emocije.
reprezentacija fiktivnog sveta apsolutno od- S tim u vezi Pokok navodi da je jedan deo
govara nefiktivnom svetu, ali ne zato što pa- turista osetio uzbuđenje „ne toliko zbog
32 Turističko poslovanje
činjenice da korača stopama Džejn Ostin of Beatrix Potter n.d.). Svet Beatriks Poter
več zbog osećaja da Hitklif svakog trenutka podstiče osećanja nostalgije i sreće, seća
može da se pojavi“ (Pocock, 1987,138). Si- na detinjstvo (Squire, 1996). Nakon odgle-
manovaova smatra da turisti žele da posete i danog video snimka koji odgovara savre-
istraže „tačnu lokaciju na kojoj su se odigra- menom obliku putovanja, virtuelnom, autori
le literarne scene oponašajući omiljene kn- ponude posetioce zatim pozivaju da aktivno
jiževne junake“3 (Seaman, 2019, 143), u žel- učestvuju u kreiranju doživljaja te da ukl-
ji da „aktivno posmatraju iskustva prikazana juče čula: „Pogledajte vevericu Natkina na
u knjizi“ (Seaman, 2019, 143). Posmatran- njegovom splavu i pomirišite svež veš go-
jem predela autorovim očima „posetioci spođe Tigi-vinkl u njenoj uredno sređenoj
vide književna mesta kao pejzaže koji če- kuhinji“ (The World of Beatrix Potter n.d).
kaju maštovit ponovni povratak u prostor“ i Svet Beatriks Poter dakle kombinuje vizu-
kao „začarane tačke ulaska u svet fantazije“ elne sadržaje i nove tehnologije sa čulnim
(Watson, 2006, 5), a to odgovara koncep- kako bi omogućile posetiocu da stvori lični
tu trećeg prostora koji je osmislio Edvard doživljaj dok krećući se trećim prostorom
Sodža (1996), što primećuje i Simanova kombinuje emocijepobuđene tekstom sa
(2016). Uzimajući u obzir savremenog turis- opažanjima, doživljajima i tumačenjima
tu koji želi da čulima aktivno doživi prost- koja stvara posetom ovog Centra, te kreira
or Đang i Ju (2019) navode da u tumačenju nova subjektivna autentična iskustva koja
turističkog doživljaja ne treba zanemariti odgovaraju sintagmi lične autentičnosti Me-
emocije posetilaca jer one stimulišu čula i lani Smit (2009).
um. Fantastično i imaginarno okrženje i si-
mulacija priča za decu deo jeturističke po- Fiktivne lokacije i nova stvarnost
nude Kambrije. Reč je o poznatoj britanskoj
književnici Beatriks Poter i njenom popular- Značaj turista i njihovog iskustva i
nom stvaralaštvu. Turistička ponuda neretko znanja u kreiranju značenja je dakle od
podrazumeva simulaciju okruženja iz roma- velike važnosti za razumevanje prostora u
na, priče ili pesme. Međutim, kada životin- književnom turizmu jer faktički doprinose
jama Beatriks Poter damo glas, razum, svest stvaranju novih, trećih prostora. Filmska
a zatim i kuhinju, odeću i druge predmete ekranizacija književnih dela umnogome
i objekte svojstvene čoveku, te ih izmest- određuje doživljaj prostora i dodeljuje mu
imo u realno okruženje u kom su i nastali popularnost. Tali navodi značaj ekraniza-
onda stvaramo potpuno fiktivnu dimenziju cije fikcije u našem tumačenju određenog
u nefiktivnom svetu. Kreatori ponude nude prostora kada u razgovoru sa Darici (2015)
doživljaj trećeg prostora u Centru nazvanom pominje Dubrovačku tvrđavu Lovrijenac
The World of Beatrix Potter (Svet Beatriks kojoj su posetioci dali novo značenje jer je
Poter), nude upoznavanje sa omiljenim u savremenom dobu vezuju za serijal Igre
junacima, životinjama, u magičnom ok- prestola, a koju turistička organizacija tre-
ruženju uz obećanje posetiocima da će imati ba da prepozna. Tuan (2001) pominje pri-
utisak da se nalaze u pričama dok se susreću mer zamka Kronberg u Danskoj u kom je
sa svojim omijenim likovima u magičnom živeo Hamlet, smatrajući da zamak u očima
ambijentu. Doživljaj otpočinje kraćim video posetilaca zapravo ne predstavlja građevinu
klipom koji se kasnije nastavlja putovanjem od fizički opipljivog materijala, već dobija
kroz fiktivne predele: „Osećaćete se kao potpuno drugačije značenje kada ga turisti
da šetate stranicama knjiga“ (The World prepoznaju kao Hamletov dom. Istražujući
književni London, Vestover (2012) tvrdi
3 Kurziv dodat. da posetioci književnih prostora ne mogu
Broj 29 33
a da ne dožive treći prostor prilikom pose- objašnjava da je uočljiva “simulacija ‘auten-
te lokacija inspirisanih književnim delima, tičnih’ biografskih [objekata] koji predsta-
jer se zapravo aktivno prisećaju književnih vljaju potpuno fiktivni subjekat.[…] Dakle,
tekstova koji se na te prostore odnose. Da u ovom slučaju, nararativ koji je u osnovi
su ljudi, iako bez namere, aktivni učesnici u prikaza važniji je od autentičnosti objekta.
stvaranju ponude navodi Simanova (2019). Ali oni nisu u suprotnosti [...] već su neraski-
Ova autorka ističe značaj uloge koju pose- divo isprepletani. Granice između autentičn-
tioci imaju pri kreiranju književnih prosto- og i fiktivnog mogla bi biti zamagljena u
ra. Naime, autorka navodi da su na osnovu ovom obliku prikazivanja objekata” (Morris,
ogromne popularnosti serijala Sumrak (Twi- 2017,21). Stvarno i fiktivno je toliko isprel-
light), fanovi bili ti koji su uticali na kreiran- petano, a fiktivni diskurs toliko realističan
je književnim tekstom inspirisane atrak- da „postmoderno doba više ne može reći da
cije, tako što su svakodnevno ometali rad je svet od cementa, betona ili čelika stvar-
vašingtonske bolnice iz želje da je istraže iz niji od sveta od papira i mastila“ (Westphal,
ugla glavnog junaka koji je u njoj zaposlen. 2011,3). Šetajući ulicama Londona ili Dabli-
Bolnica je prihvatila svoju literarnu ulogu, na, istovremeno koračamo kroz treći prostor.
koju su joj dodelili fanovi, te je, kako bi om- U navedenim gradovima, naime, možemo
ogućila rad osoblju, prostor za fotografisan- opaziti čuvene plave ploče posvećene fikti-
je izmestila na parking, dodelivši parking nim likovima ‒ Bovijevom alter egu Zigiju
mesto fiktivnom doktoru (Seaman, 2019), a Stardastu ili Šerloku Holmsu, odnosno Leo-
koje je postalo deo trećeg prostora. poldu Blumu u Dablinu. Turisti katkad nisu
Iako se geografska odnosno realna lo- sigurni da li obilaze znamenitosti posvećene
kacija u nekim slučajevima ne podudara sa Džojsu ili njegovom fiktivnom junaku. Za
fiktivnom, replika-simulacija može biti po- ovakva mesta, Ivon Smit navodi da predsta-
nekad i do tančina izvedena, tako da fiktivni vljaju „lieux d’imagination“, odnosno treći
svet bude u potpunosti preslikan u nefiktivni. prostor (Lipovšek i Kesić, 2014), a zapravo
To se lakše može uočiti poređenjem filmskog su „ taktilna simbolička sidra za zamišljeni
ili televizijskog sadržaja i atrakcije u domenu univerzum. U skladu sa tim, takva mesta i
književnog turizma. Čuveni kafić iz serije strukture funkcionišu i kao mnemotehnički
Prijatelji ima mnoštvo replika širom sveta, uređaji, koji pomažu pri sećanju na događaje
uključujući i onu u Zrenjaninu. Zanimljivo je koji su se desili u mašti čitaoca – turiste“
to da kada su ovi izmišljeni fiktivni svetovi (Smith, 2012, 56), dokdogađaji poput Blum-
stvoreni, transformisali su značenje prostora sdeja zapravo „produbljuju njihove emocio-
u Londonu, Njujorku, Parizu ili Zrenjaninu. nalne veze sa pričom“ (Smith, 2012,56). Li-
Ovakav fenomen, reprezentacije kojoj je terarna kartografija takođe može naći svoju
pripisano značenje „stvarnog“, pozivajući primenu u turizmu. Dablin je Džojs opisao
se na Bodrijara, autokre Kinteiro i Baleiro do tančina da kada bi grad nestao, mogao
tumače na sl. način: „Korišćenjem znakova bi se iznova izgraditi na osnovu literarnih
i reprezentacija se sve češče ponavlja,što slika ovog velikog pisca. Džojs nije krio ovu
zauzvrat, kao posledicu ima to da predstav- ideju, te je u intervjuu sa Budgenom naveo
ljanje postaje ’stvarnije’ od referentnog, od- svoju čuvenu rečenicu: „Želim,[...] da dam
nosno, posetioci su spremni da percipiraju sliku Dablina toliko potpunu da bi se, uko-
simbol kao realističniji od stvarnosti na koji liko grad jednog dana nestane sa lica zemlje,
se odnosi“ (Quinteiro and Baleiro, 2018,57). mogao rekonstruisati po mojoj knjizi“ (Bud-
U slučaju autentičnosti doma fiktivnog pro- gen, 1972, 69). Pisci ponekad ispisuju mapu
tagoniste Šerloka Holmsa u Bejker Stritu, svojim rečima, baš kako smatra Robert Tali
koji ne odgovara realnoj lokaciji,Morisova mlađi (2013), a kada se to desi, takva mapa
34 Turističko poslovanje
biva transformisana u fizičku mapu, koja koje je obeleženo na mapi sveta. Pored
dalje može poslužiti za izradu itinerera koji- označene lokacije na mapi, postoji i kraći
ma treba pridodati i određene oblike aktivno- opis književnog dela, te ovakav vid „puto-
sti kako bi zainteresovala savremenog turistu vanja“ pruža i edukativni sadržaj. Iako nije
(Quinteiro i Baleiro, 2018). Postoji nekoliko dovoljno samo označiti mesto inspirisano
oblika itinerera, a najčešće i najrađe je upo- književnim narativom na karti da bi postalo
trebljavan onaj koji se zapravo odnosi na je- popularno, ono može inspirisati na novo pu-
dnodnevnu pešačku turu posvećenu jednom tovanje ili istraživanje geografskih predela,
gradu, kvartu ili piscu (Quinteiro i Baleiro, života pisca itd. S druge strane, može po-
2018). Analizirajući nekoliko sajtova koji se moći turističkim organizacijama da prepoz-
usredsređuju na pešačke ture po Londonu, naju potencijal književnog turizma datog
autorke Lipovšek i Kesić (2014) zaključuju mesta, a teoretičarima književnosti koji se
da se u ovakvom obliku ponude turistima usredsređuju na izradu književnih kartogra-
nudi doživljaj trećeg prostora. fija pomoći u mapiranju narativa, što opet
svoju primenu može naći u turizmu.
Virtuelni turista i turista iz fotelje
Zaključak
Virtuelni turizam pomerio je korak dalje
razumevanje prostora. Kao rezultat nau- Fiktivna mesta svoju autentičnost pro-
čnih diskusija o virtuelnom turizmu mesta nalaze u čitaočevom doživljaju i reakciji na
više nisu geografski konstituisana. Na isti dato književno delo. U turističkoj ponudi
način i narativi književnih ostvarenja brišu aktivno učestvuju i opština, turistički save-
granice. Zahvaljujući novim medijima i pla- zi ali i sami posetioci, koji umeju da dodele
tformama, ali i filmovima, video igrama, literarno značenje određenom prostoru i pre
sajtovima poput Google Earth-a, Youtube-a nego što lokalne samouprave prepoznaju
i sl, putovanje kroz postmoderne prostore njegov potencijal. Turista je aktivan učesnik
nikad nije bilo lakše. Kao rezultat medijskih jer je njegova svest široka, a poimanje
i tehnoloških inovacija, savremenom turisti putovanja i prostora izmešteno u fikivne
omogućeno je da putuje na različite načine svetove. Stoga je neophodno uzeti u obzir
– počev od tradicionalnogoblika putovanja potrebe savremenog turiste da učestvuje u
koji podrazumeva fizičko premeštanje, stvaranju ličnog doživljaja prilikom pose-
preko putovanja koja se odnose na imagi- te određenom mestu. Pojam prostora iako
naciju do virtuelnih oblika putovanja (Urry, društveni konstrukt, oslanja se na treći prost-
2002). Prema Urijevom mišljenju, „ljudi or, a treći prostor je neuhvatljiv i dozvoljava
su većinu vremena turisti, bilo da su buk- svakom pojedincu da putuje fizički ili „iz
valno mobilni ili doživljavaju samo simuli- fotelje“, te da stvara svoja značenja prost-
ranu mobilnost kroz neverovatnu fluidnost ora. Kako je priroda književnog turizma u
višestrukih znakova i elektronskih slika“ suštini poprilično kompleksna, postavlja se
(Urry, 1995, 148). Nove tehnologije i nove pitanje o autentičnosti ponude. Književna
platforme i sajtovi (Google Maps recimo) dela imaju uticaj na percepciju prostora pu-
omogućavaju ljubiteljima književnosti da tem svojih narativa, ali zahvaljujući ličnom
iz udobnosti svog doma istraže geografske iskustvu, znanjima i osećanjima koje turisti
predele u kojima se odvija radnja njihovog dožive u relaciji književni tekst – ponuda
omiljenog romana. književnog turizma, i pored neautentičnih
Aplikacija Lovereading u saradnji sa postavki, posetioci su u stanju da iskuse au-
Googlom omogućava pronalaženje me- tentičnost u vidu ličnog doživljaja, aktivnim
sta radnje opisane u književnom delu, a učešćem i ličnim percepcijama.
Broj 29 35
Literatura Lefebvre, H. (1991) The Production of
Space. Oxford: Basil Blackwell Ltd.
Bart, R. (1999) Smrt autora. U: Beker M. Lipovšek, E and Kesić, S (2014) Journeys
Suvremene književne teorije. Zagreb: beyond pages: The use of fiction in tour-
Matica hrvatska, str. 196-201. ism. Turističko poslovanje, 14, 51-60.
Baudrillard, J. (1994) Simulacra and Simu- Lovereading. [online]. Dostupno nahttps://
lation. Ann Arbor: University of Michi- www.lovereading.co.uk/bookmap/#[-
gan Press pristupljeno 15.02.2022.].
Budgen, F. (1972) James Joyce and the Morris, C. (2017) Secular relics: Narrative
Making of ‘Ulysses’ and other writ- objects and material biography in the
ings. London: Oxford University Press. museums of Darwin, Elgar & Holmes
(unpublished PhD Thesis), University of
Darici K. (2015) To draw a map is to tell
the West of England.
a story. Interview with Dr. Robert T.
Tally Jr. on Geocriticism. Forma. Re- Pocock, D.C.D. (1987) Haworth: the experi-
vista d’Estudis Comparatius, Art, lit- ence of literary place. In: Mallory, W.E.
eratura, pensament. Universitat Pop- and Simpson-Housley P. (eds). Geogra-
meu Fabra,11,27-36[online]https:// phy and Literature. New York: Syracuse
University Press, pp. 134-142.
raco.cat/index.php/Forma/article/
view/294989[pristupljeno 03.02.2022]. Quinteiro, S and Baleiro, R. (2018) Key
concepts in literature and tourism stud-
Fisk, Dž. (2001) Popularna kultura. Beo-
ies. Lisboa: Centro de EstudosCompar-
grad: Clio. atistas.
Fuko, M. (2005) Druga mesta. U: Milenko- Schaff, B. (2011). “In the Footsteps of ...”:
vić P. i Marinković D. Mišel Fuko: The Semiotics of Literary Tourism. Kul-
1926–1984–2004 . Novi Sad: VSA, str. turPoetik, 11(2), 166–180 [online].
29-36. Dostupono na: http://www.jstor.org/sta-
Herbert, D. T. (2001) Literary Places, Tour- ble/41305930[pristupljeno 27.01.2022.].
ism and Heritage Experience. Annals of Seaman, A. N. (2016) Exploring the Con-
Tourism Research, 28 (2), 313-333. nections Between Literary Places, Liter-
Hoppen, A., Brown, L. and Fyall, A. (2014) ary Texts, and Tourist Performance(PhD
Literary Tourism: Opportunities and Thesis), Clemson University.
Challenges for the Marketing and Brand- Seaman, A.N. (2019) Making literary plac-
ing of Destinations. Journal of Destina- es. In Jenkins, I and Lund, L.A. Literary
tion Marketing & Management, 3(1), 37- tourism: theories, practices and case
47.[online] dostupnona: http://dx.doi. studies. Wallingford, Oxfordshire, UK ;
org/10.1016/j.jdmm.2013.12.009[pris- Boston, MA : CABI, 140-148.
tupljeno 03.02.2022.]. Smith, M. (2009) Issues in cultural tourism
Jiang, L., and Yu, L. (2019) Consump- studies. London: Routledge.
tion of a literary tourism place: a per- Smith, Y. (2012) Literary Tourism as a
spective of embodiment. Tourism Developing Genre: South Africa’s Po-
Geographies, 22, 127 - 150. Dostupon- tential, (Magister Paper), University of
ona: https://www.tandfonline.com/doi/ Pretoria.
abs/10.1080/14616688.2019.1586985?- Soja, E. W. (1996) Thirdspace: Journeys to Los
journalCode=rtxg20[pristupljeno Angeles and other real-and-imagined
03.02.2022.]. places. Cambridge, Mass: Blackwell.
36 Turističko poslovanje
Squire, S.J. (1988) Wordsworth and Lake Tuan, Y. F. (2001) Space and Place: The
District Tourism: Romantic Reshap- Perspective of Experience. Minneapolis,
ing of Landscape. Canadian Geog- MN: University of Minnesota Press.
rapher / Le Géographecanadien, 32, Urry, J. (1995) Consuming places. London:
237-247 [online]. Available at: https:// Routledge.
doi.org/10.1111/j.1541-0064.1988.
Urry, J. (2002) Mobility and Proximity. So-
tb00876.x[03.01.2022.].
ciology 36, (2), 255-274.
Squire, S.J.(1996) Landscapes, places and
Watson, N.J. (2006) The Literary Tourist:
geographic spaces: Texts of Beatrix
Readers and Places in Romantic and
Potter as cultural communication. Geo-
Victorian Britain. Basingstoke: Palgrave
Journal 38, 75–86 [online]. Dos-
Macmillan.
t u p n o n a : h t t p s : / / d o i . o rg / 1 0 . 1 0 0 7 /
BF00209121[pristupljeno03.01.2022.]. Westover, P.A. (2012) Inventing the London
of literary tourists: Walking the romantic
Tally, R.T. (2011) Translator’s Preface: The
city in Leigh Hunt’s “Wishing Cap” es-
Timely Emergence of Geocriticism. In:
says. European Romantic Review, 23(1),
Westphal, B. Geocriticism: Real and
1-19.
Fictional Spaces. Basingstoke: Palgrave
Macmillan, ix-xiii. Westphal, B. (2011) Geocriticism: Real and
Fictional Spaces. Basingstoke: Palgrave
Tally, R.T. (2013)Spatiality. New York:
Macmillan.
Routledge.
Woolf, V. (1986) Literary geography.
The world of Beatrix Potter. [online].
In: McNeillie A. The Essays of Virginia
Dostupno na: https://www.hop-skip-
Woolf. San Diego: Harcourt Brace Jova-
jump.com/attraction/[pristupljeno
novich, pp. 28-42.
10.02.2022.].
Broj 29 37
Igor Trišić,
Geografski fakultet, Univerzitet u Beogradu
DOI: 10.5937/turpos0-37377
UDK: 338.483(497.113)
Apstrakt: Zaštićena područja mogu biti Abstract: Protected areas can be important
značajne destinacije turističkog razvoja destinations for tourism development
jer doprinose ekonomskom, ekološkom i because they contribute to economic,
kulturnom razvoju. To je značajno prilikom environmental and cultural development. In
turističkog planiranja i razvoja turističke the phase of planning the development of a
destinacije. U fazi planiranja razvoja protected area as a tourism destination, it
zaštićenog područja kao turističke desti- is important to consider all the possibilities,
nacije važno je sagledati sve mogućnosti, opportunities, strengths, weaknesses
šanse, snage, slabosti i opasnosti turističke and dangers of tourism implementation,
implementacije, što bi trebalo da bude os- which should be the basic task of
novni zadatak upravlјačkih procesa. Pre- management processes. The Outstanding
deo izuzetnih odlika „Vršačke planine“ Natural Landscapes „Vršačke Planine“
poseduje značajne potencijale za razvoj has significant potential for tourism
turizma. U okviru ovog područja posto- development. Within this area, there are
je brojni prirodni i antropogeni motivi, numerous natural and anthropogenic
značajni za razvoj turizma. Povoljan ge- motives, important for the development of
ografski položaj, blizina velikih gradova tourism. Favorable geographical location,
Srbije i granica sa Rumunijom, značajni proximity to major cities in Serbia and
su potencijali za razvoj turizma u ovom the border with Romania, are significant
zaštićenom području. U istraživanju u potentials for tourism development in this
ovom radu korišćena je kvantitativna meto- protected area. In the research in this paper,
da. Tehnikom anketiranja uz pomoć upitni- a quantitative method was used. A total of
ka kao instrumenta istraživanja, metodom 250 visitors to this tourism destination was
slučajnog izbora, anketirano je 250 pose- interviewed using the questionnaire survey
tilaca ove turističke destinacije. Posetioci technique with the help of a questionnaire
su se izjašnjavali o potencijalima za razvoj as a research instrument, the method
turizma ovog zaštićenog područja. Anali- of random selection. Visitors answered
zom odgovora ispitanika, zaključuje se da questions about the potential for tourism
ovo područje u značajnoj meri raspolaže development of this protected area. The
sa prirodnim faktorima koji doprinose raz- analysis of the respondents’ answers
voju turizma baziranom na prirodi, kakvi concludes that this area has a significant
su razgledanje ptica i životinja, slikanje extent of natural factors that contribute to
prirode, zdravstveni, rekreativni, eduka- the development of nature-based tourism,
tivni i izletnički turizam. Pored toga, pose- such as bird and animal sightseeing, nature
38 Turističko poslovanje
Ključne reči: zaštićeno područje; turis- Keywords: protected area; tourism develop-
tički razvoj; Vojvodina; turizam baziran na ment; Vojvodina; nature-based tourism.
prirodi.
Izvor: autor
40 Turističko poslovanje
Na prostoru Vršačkih planina registrova- tike ispitanika: pol, starosnu strukturu, nivo
no je 130 vrsta ptica: orao kliktavac (Aquila obrazovanja, gradovi iz kojih dolaze pose-
pomarina), osičar (Pernis opivarius), kratko- tioci i iskustvo posete. Drugi deo upitnika
prsti kobac (Accipiter brevipes), orao zmijar odnosi se na pitanja u vezi sa percipiranim
(Circaetus gallicius), planinski šareni detlić stavovima ispitanika u vezi sa tvdnjama
(Dendrocopos leucotos) i druge. Navedene koje se odnose na prisutne faktore značajne
vrste predstavlјaju prirodno retke ptičije za razvoj turizma u ovom zaštićenom pod-
vrste u Srbiji, što omogućava i organizo- ručju. Upitnik sadrži ukupno 33 tvrdnje, od
vanje foto-safarija ili ornitoloških turističkih kojih se tvrdnje od 28 do 33 odnose na neg-
tura (edukativni oblici turizma). Od 1989. ativnu konotaciju u vezi sa faktorima koji
godine, Vršačke planine (sa površinom orni- mogu predstavljati pretnju za ovo područje.
tološke zone od 10.500 ha) se nalaze u svets- Ispitanici su svoje odgovore na postavljene
kom registru međunarodno značajnih staniš- tvrdnje rangirali na petostepenoj Likertovoj
ta ptica (IBA područje) (Brankov, 2010). Na skali, pri čemu je 1 ‒ u potpunosti se ne
ovom području posebno se ističe gnežđenje slažem; 3 ‒ niti se ne slažem, niti se slažem;
patke njorke (Aythya nyroca). Pored ptica 5 ‒ u potpunosti se slažem.
ovo područje naseljava veliki broj gmizava- Prikupljeni podaci su analizirani uz po-
ca, insekata i sisara. Zbog retkih prirodnih i moć deskriptivne statistike (SPSS v.21).
društvenih faktora, ovo područje predstavlјa Primena ove statističke metode može pružiti
značajnu destinaciju za istraživanje turis- značajne rezultate o trenutnom stanju turiz-
tičkog razvoja (Bjelјac & Romelić, 2015; ma u ovom zaštićenom području, što može
Amidžić et al., 2017). pomoći planiranju razvoja turizma.
više 29 11,6
visoko 18 7,2
ukupno 250 100,0
Σ min maks
starosna struktura 250 18 65
prosek std. dev.
34,71 14.331
Izvor: autor
Prema odgovorima ispitanika svi fak- uticati na turistički razvoj. Uloga lokalne za-
tori imaju vrednost iznad proseka. Faktori jednice (4,12) i mogući pozitivni socio-kul-
sa kojima ovo zaštićeno područje raspolaže turni uticaji turizma (4,22), potvrđuju da
u značajnoj meri jesu prirodni faktori i to: ovo zaštićeno područje može koristiti svo-
mogućnost razvoja naučno-istraživačkog je antropogene potencijale za razvoj turiz-
turizma (4,88), mogućnost fotografisanja ma gde je uloga lokalnog stanovništva od
retkih ptica i životinja (4,68), posmatranje presudnog značaja. Lokalno stanovništvo
ptica „birdwatching“ (4,64), mogući pozi- može pružiti značajan doprinos u planiran-
tivni ekološki uticaji turizma (4,55), značaj ju i kontroli razvoja turizma. Promocijom
zaštite za održivost vrsta (4,44), povoljan lokalnih proizvoda može se značajno utica-
položaj zaštićenog područja (4,33), mo- ti na kvalitet turističkog proizvoda (Trišić
gućnost izletničkog turizma (4,16), uloga et al., 2021). Aktivnim učešćem lokalnog
lokalne zajednice u sistemu zaštite (4,12) i stanovništva u razvoju turizma, kroz plan-
postojanje endemičnih vrsta (4,12). Ovako iranje i zaposlenost, mogu se ostvariti
visoko ocenjeni prirodni faktori predstavlja- značajni benefiti, kako za turističku desti-
ju značajan potencijal za razvoj specifičnih naciju, tako i za turiste.
oblika turizma. Značajne vrednosti imaju Ako analiziramo tvrdnje sa negativnim
one tvrdnje koje se odnose na aspekt zaštite konotacijama, može se izvesti zaključak da
prostora i vrsta. To ukazuje da u Predelu su sa najvišim vrednostima tvrdnje: posto-
izuzetnih odlika „Vršačke planine“, postoje janost ugroženih vrsta (4,55) i blizina pol-
značajni faktori za razvoj turizma baziranog joprivrednog zemljišta (4,54). Ovo može
na prirodi i unapređenju njenih elemenata. predstavljati značajnu pretnju za zaštićeno
Socio-kulturni faktori razvoja turiz- područje. Na poljoprivrednom zemljištu se
ma imaju nešto niže vrednosti. Postojanje vrlo često koriste različita hemijska sredstva
manifestacija sa vrednosti 3,15, ukazuje da za suzbijanje invazivnog korova, insekata i
manifestacioni turizam u ovom zaštićenom bolesti biljaka. Određena sredstva su smr-
području može biti unapređen. To je mo- tonosna po živi svet. Kontakt sa životinjama
guće promocijom etno-socijalnih motiva je vrlo čest. Prisutnost domaćih životinja
kroz različite oblike kolektivnih proslava (4,11) takođe ima negativnu konotaciju. Pol-
ili svetkovina. Manifestacioni turizam može joprivrednici često koriste prirodne resurse
biti značajan katalizator jačanja turističke za ishranu domaćih životinja. Ukoliko se
destinacije (Trišić et al., 2020). Postojanost ovaj način uzgoja domaćih životinja real-
etno sela ili naselja (3,44) takođe je znača- izuje kao ekstenzivno stočarstvo u blizini
jan turistički potencijal. Folklor stanovništ- zaštićenih područja, onda to predstavlja
va ovog dela Srbije može u značajnoj meri značajnu pretnju za floru i faunu.
Broj 29 43
Zaključak 2010). Koliko su svaki od faktora imali
značajnu ulogu u motivima posete ovog
Predeo izuzetnih odlika „Vršačke pla- zaštićenog područja, biće predmet budućih
nine“ poseduje retke prirodne i društvene istraživanja.
faktore koji mogu uticati na razvoj različi-
tih oblika turizma. Pored relјefa, geograf- Literatura
skog položaja i hidrografskih potencijala,
za razvoj turizma značajni su i raznolikost Agyeiwaah, E., McKercher, B., & Suntikul,
i bogatstvo autohtone flore i faune. An- W. (2017) Identifying core indicators
ketirani posetioci ovog zaštićenog pod- of sustainable tourism: A path forward?
ručja identifikovali su prirodne faktore Tourism Management Perspectives,
kao važne za razvoj turizma. Ovi faktori 24, 26-33. https://doi.org/10.1016/j.
omogućavaju da se kao vid turizma raz- tmp.2017.07.005
viju edukativni, rekreativni, izletnički i Amidžić, L., Krasulјa, S., & Belij, S. (2017)
ekoturizam. Kao najznačajnije pretnje za Zaštićena prirodna dobra Srbije. Beo-
ovo zaštićeno područje, ispitanici su is- grad: Ministarstvo zaštite životne sredi-
takli ugroženost vrsta prema IUCN kat- ne, Zavod za zaštitu prirode Srbije.
egoriji, blizinu poljoprivrednih zemljišta Bjelјac, Ž., & Romelić, J. (2015) Turizam
sa tretiranim usevima, blizinu značajnih Vršačkih planina. Beograd: Geografski
zagađivača i prisutnost domaćih životin- institut „Jovan Cvijić“, Srpska akademi-
ja. Implementacijom planova upravljanja ja nauka i umetnosti.
ovim zaštićenim područjem, pravilnim
monitoringom i unapređivanjem zaštite Borges de Lima, I., & Green, R.J. (2017)
(West et al., 2009), negativni faktori mogu Wildlife Tourism, Environmental Learn-
biti svedeni na minimalne vrednosti ili eli- ing and Ethical Encounters, Ecologi-
minisani u potpunosti. Pozitivni rezultati cal and Conservation Aspects. Cham:
razvoja turizma u ovom zaštićenom pod- Springer International Publishing.
ručju su unapređenje prirodnih vrednosti, Brankov, J. (2010) Ekološki turizam u
eliminacija negativnih uticaja turizma na zaštićenim objektima prirode u Banatu.
prostor i živi svet, korišćenje prirodnih Beograd: Geografski institut „Jovan
resursa za razvoj određenih oblika turizma, Cvijić“, Srpska akademija nauka i umet-
kakvi su zdravstveni, ekoturizam, vinski nosti.
turizam, sportsko-rekreativni, izletnički i Chávez-Cortés, M., & Maya, J.A.A. (2010)
naučno-istraživački turizam. Upravo tu- Identifying and structuring values to
rizam posebnih interesovanja može biti guide the choice of sustainability indi-
katalizator svih benefita u ovoj turističkoj cators for tourism development. Sus-
destinaciji. Pored eliminisanja negativnih tainability, 2(9), 3074-3099. https://doi.
uticaja od starne korisnika ovih prostora, org/10.3390/su2093074
kroz turizam se mogu unaprediti ekološke, Hall, C.M. (2010) Tourism and biodiversity:
ekonomske i socio-kulturne vrednosti ove more significant than climate change?
destinacije. Direktnim povećanjem vred- Journal of Heritage Tourism, 5(4), 253-
nosti faktora turističkog razvoja, sman- 266. https://doi.org/10.1080/174387
jenjem razlika u postojećim vrednostima, 3X.2010.517843
smanjenjem ili eliminacijom faktora koji
predstavljaju pretnju za zaštićene pros- Higham, J., & Miller, G. (2018) Transform-
tore, povećava se značaj turističke desti- ing Societies and Transforming Tour-
nacije kao ukupne prostorne celine (Hall, ism: Sustainable Tourism in Times of
Change. Journal of Sustainable Tourism,
44 Turističko poslovanje
DOI: 10.5937/turpos0-37409
UDK: 338.487:339.13
336.7:004
cryptocurrency. The fact is, however, that it while traveling (photos, videos, etc.) tour-
is the most famous but certainly not the only ist also share their experience with money
digital currency – there are more than 1,000 transactions/payments (Marić et al., 2021).
of them. So, bitcoin is accompanied by rip- Blockchain technology and crypto curren-
ple, eterium, cardano, lightcoin, monero, cies can greatly facilitate travel market and
and many more. Their value changes from make the entire tourist experience more en-
time to time. According to Bonneau et al. joyable (Önder & Treiblmaier, 2018). Ex-
(2015) first bitcoin transaction is thought cessive costs are an undesirable item for any
to have been realized in May 2010, when travel company but also tourists, and could
one user ordered pizza delivery for another be cut if modern blockchain technology is
in exchange for 10,000 bitcoins. Develop- implemented and used, resulting in more ef-
er (or group of developers) named Satoshi ficient and efficient work by employees.
Nakamoto, created the world’s first bitcoin Globally, tourism and hotel operators
and designed the world’s first blockchain have many intermediaries who take a certain
database (Hileman & Rauchs, 2017). Today, monetary percentage for their services, and
there are 17 million bitcoins worldwide, and the question is how long this situation will
the offer is limited to 21 million, although last, given that all participants in the tourist
according to many cryptocurrency traders, market are looking for ways to reduce costs,
that number is arbitrary. „Mining“ is a term avoid mistakes and increase productivity
that is very widespread when it comes to (Lielacher, 2018). Tourism industry may
the most popular cryptocurrency. So-called have more intermediaries than any other
„miners“ use special software to solve math-
service sector and blockchain technology is
ematical problems, and for that they get a
likely to significantly disrupt the way sup-
certain number of bitcoins in-exchange. Ac-
pliers and intermediaries do business (Rose,
cording to Chen and Kuo (2015) if there are
2016; Živković i Brdar, 2018). Blockchain
no new bitcoins as rewards for miners, the
technology can have a very positive im-
system is unlikely to continue working.
pact on tourism and hotel management in
Literature review overcoming challenging situations for both
tourists and catering facilities, such as over-
Blockchain technology is a financial booking, thefts, food security, etc.
book that shows us realized cryptocurrency According to Dogra et al. (2018) block-
transactions. It’s a series of blocks that con- chain could enable better quality control,
tain data on all transactions. Transactions food safety and ensure that certain products
with digital currencies in tourism emerged are found simply and quickly at any time,
in 2013 when agencies began accepting the which would help reduce food waste. This
same as the means of booking and paying way, contaminated products can be easily
for air flights, hotel rooms and other services and quickly detected, while safe food is kept
(Chuen et al., 2017). During 2017, tourism on shelves and not sent to landfills. Accord-
and hotel industry became a leader in terms ing to Matanović (2016) Serbia has no histo-
of investments in blockchain technology, ry of a strong banking sector, and as a result
and the forecast speaks of the growth of the of hyperinflation and non-payment of banks
mentioned phenomenon in the future (Nu- during the 1990s, our population feels much
ryyev et al., 2020). Transactions with cryp- more comfortable using cash than residents
tocurrencies in tourism are played daily and of other countries. Firthermore, Yussof et al.
tracked through a blockchain, in the general (2018) claims that the main challenges for
ledger. As sharing their private experience cryptocurrencies in most countries around
Broj 29 49
in the world are (Zhang, 2020; Tasatanatta- challenge in their use – countries do not even
kool & Techapanupreeda, 2018): have a unique position on whether crypto-
1. Legal regulations currencies are legal means of payment (Liu
2. Lack of financial education & Tsyvinski, 2021). While on the one hand,
3.Instability in countries such as Morocco, Bolivia, Ec-
4. Fraud uador and Bangladesh, digital currency use
5. Consumer protection is prohibited by law in Japan and Austra-
The legislation that should define and lia, legal means of payment are treated as
regulate the area of cryptocurrencies and property. Additionaly, in June 2021, stock
their place in payment systems is different trading dominated, while on a smaller scale
in countries around the world (Kyrmizoglou cryptocurrency were also used to make pay-
& Daoultzoglou, 2019). This is not the only ments in the context of travel (Chart 1.)
Source: https://www.livingroomofsatoshi.com/graphs
The lack of financial and digital educa- Instability is another feature of crypto-
tion is another challenge to the application currencies. Since they emerged, their value
of cryptocurrencies in all sectors, including has fluctuating – it grows dizzyingly, then
tourism and hotel management, globally. declines and it is very difficult to predict fur-
When it comes to the Republic of Serbia, ther movements, i.e., possible value. This is
this need has been recognized by the Asso- supported by the fact that bitcoin reached a
ciation of Banks of Serbia, which pays spe- record value of over 19,000 dollars in De-
cial attention to financial education as part cember 2017, and in 2018 its value dropped
of efforts to modernize the entire banking dramatically and at the beginning of 2019 it
sector. was at the level of 3,000 dollars.
According to Zuraba Pololikashvili, UN- When it comes to cryptocurrency scams,
WTO (World Tourism Organization) Secre- among the most famous is a scam carried
tary General, the organization is increasing- out by Rose Ignatova, a „crypto-queen“ who
ly focusing its events on digital skills, jobs claimed to have invented the new cryptocur-
of the future and the role of innovation in rency OneCoin and managed to persuade
the preservation of natural and cultural heri- people around the world to invest millions
tage (Matheus, 2019). of dollars in it. In addition to scams aimed
50 Turističko poslovanje
primarily at populations with insufficient 1.2 billion dollars, while for the whole of
knowledge of cryptocurrencies, hacking 2018 they amounted to a total of 1.7 billion
attacks have been reported in the past few dollars (Su, 2019).
years, whose victims were cryptocurrency According to Klein (2019) confidence in
owners. the tourism industry is built on the expres-
According to Zou and Rezaeighaleh sion „I don’t believe until I see“. Consum-
(2019) as blockchain and cryptocurrencies ers/service users expect more from good
become increasingly popular and practical products and a positive experience ‒ they
for use in a variety of areas, from coffee want to feel that the company is making a
purchases to the transfer of vehicle owner- positive difference in the world, taking care
ship, they are also becoming an increasingly of the environment, contributing to the com-
attractive target for hackers. munity and treating employees well. Survey
Authors Corbett etal. (2019) states that conducted by Value Penguin, the number of
hacking events increase the volatility of the complaints received by the U.S. Consumer
price of the targeted cryptocurrency and Financial Protection Bureau (CFPB) regard-
affect correlations with other cryptocurren- ing the leading digital exchange, Coinbase,
cies. Data from the previous years show that has risen significantly in early 2018. Com-
in the first three months of 2019 alone, thefts plaints and their percentage representation
of cryptocurrencies reached the amount of are shown in Chart 2.
Source: https://bravenewcoin.com
While the issue of consumer protection £50,000 in the event of an authorized finan-
in the US deals with the aforementioned cial company being liquidation.
Consumer Protection Bureau, the Australian
Competition and Consumer Commission Materials and methods
(ACCC) is responsible for regulating fair
trade in the UK, there is a Financial Services The research method used in research
Compensation Scheme (FSCS), which aims is a hypothetical-deductive method, while
to protect consumers from losses of up to data collection was conducted by analyzing
Broj 29 51
primary and secondary sources, as well as as a regular means of payment than other
by surveying the sequence of questions dis- age groups.
played through the questionnaire. The ques- H3: Respondents have a more positive atti-
tions are structured (closed type), dichotom- tude towards cryptocurrency use than other
ic and single choice questions; both nominal categories surveyed.
and interval measurement scales were used.
Research within the challenges and perspec- H4: Respondents in survey (132), engaged
tives of the application of cryptocurrencies in tourism show more positive attitude to-
in tourism and hotel industry focuses on the wards the use of cryptocurrencies compared
views and opinions of respondents towards to other groups.
usage of cryptocurrencies for traveling H5: Man have more interest in leadership,
purpuse. In our research, an online survey knowledge of blockchain technology in
method was used. Data collection was re- cryptocurrencies than women.
alized in the period 15.06‒11.07.2021. The
sample study consists of 132 adult respon- The percentage of respondents in the
dents, aged 18 to 60, with residence on the survey shows the male population’s nu-
territory of the Republic of Serbia. Basic re- merical dominance (62%) compared to the
search hypothesis: female population (38%). The age structure
of respondents indicates that the percentage
H1: The majority of citizens of the Republic of respondents (42%) belong to the 18‒30
of Serbia in the light of 132 adult respon- age group verus the rest of respondents be-
dents,between 18–60 years old have a pos- tween 31‒60. In our study, we observe the
itive attitude towards catering facilities that numerical dominance of the working pop-
accept cryptocurrencies. ulation 57% within the other categories of
Auxiliary research hypothesis: respondents, students 27%, unemployed
H2: The younger population of 18‒30 years 5%, entrepreneur 11%. Demographic data
is more willing to accept cryptocurrencies ar shown in Table 1.
In addition to demographic data (Table citizens of the Republic of Serbia about ac-
1), a set of questionswas used during the re- ceptance of cryptocurrencies in the tourism
search, questionig the views and opinions of (Table 2).
52 Turističko poslovanje
Table 2. A set of questions during the research of the views and opinions of citizens in the
Republic of Serbia
Figure 3. Graphic percentage of respondents’ who are familiar with blockchain technology
Below, we note that the majority of Bohr and Bashir (2014) stated that 46.7%
respondents, as many as 90%, have never of the digital currency users are between
used cryptocurrencies. Our study indicates 22‒30 years old male respondents as well.
that all users of cryptocurrencies are men. In Malayia, Alaeddin and Altounjy (2018)
Additionally, in study by Leung and Dick- in their research highlights that 76% of the
inger (2017) highlights that respondent`s respondents never used digital currencies,
between 15‒30 years old, majority of male 21% know a little bit about cryptocurren-
(69%) adopted digital currencies as a pay- cies and only 3% of the respondents do
ment method. Aslo, Treiblmaier (2020) have experience related to usage of dig-
reported that most Bitkoin users are male, ital currencies. Results of our reserch are
between 18‒36 (52.2%). In other study shown in Figure 4.
54 Turističko poslovanje
When asked about the acceptance of 30%. Above-mention study in Malaysia, re-
cryptocurrencies as a means of payment, ports positive attitude towards acceptance of
there is a positive opinion of the majority of new digital currencies among respondents Z
the respondents 52%, the rest of the partici- generation, people born between 1996‒2015
pantsanswered „No, I should not“ 18% and (Alaeddin & Altounjy, 2018). Results of our
the rest of the respondents stated „Maybe“ reserch are shown in Figure 5.
Next question „Do you think fast food „Yes, they should“, 26% of respondents
chains should accept cryptocurrencies as a stated „No, they should not“, and again 17%
means of payment“, the majority of respon- of respondents answered „I don’t know“.
dents 54% think that „Yes, they should“, Previous-mentioned research in Asia reports
29% „Not“, and only 17% answer „Maybe“. that 22% of travelers are using cryptocur-
The next question „Do you think restaurants rencies as a payment method in restaurants
should accept cryptocurrencies as a means and cafes (Treiblmaier, 2020). Results of
of payment“, 57% of respondents answered our reserch are shown in Figure 6.
Broj 29 55
Figure 6.Graphic percentage of respondents’ opinions on fast food chains accepting cryptocurrencies
Further question used in our research „If with „Maybe“. Pantelis and Aikaterini
you have cryptocurrencies, would you use (2019) in their study in Greece found that
them for tourism purposes“, 58% of respon- only 4% of the respondents use digital cur-
dents answered „Yes, I would use“, 18% rencies for traveling matters. Results of our
of respondents answered „No, I would not reserch are shown in Figure 7.
use“, while 24% of respondents answered
Further research on the question „If you not use it“, and only 28% of the respondents
own cryptocurrencies, would you use them answered „Maybe“. Author Treiblmaier
to pay in hotels“, we recieved an interest- (2020) highlights that 50% of the respon-
ing answers that 61% of respondents would dents use digital currencies to pay their
like to use cryptocurrencies in hotels, if they accommodation while traveling. Results of
owned them, 11% answered „No, I would our reserch are shown in Figure 8.
56 Turističko poslovanje
When asked „What is your attitude to- pitality in the next 10 years“, answers show
wards restaurants that accept cryptocurren- a positive attitude where 64% answered
cies“, 58% of respondents have positive „Yes, I will“, and 13% of respondents stated
attitude, while 42% has negative attitude „I do not believe“; 23% of respondents an-
towards business that accept cryptocurren- swered „I don’t know“. In Turkey, research
cies.With next question „If there is a better by Şimşek (2019) report bright future for
tourist offer by paying with digital curren- cryptocurrencies among respondents, as
cies, would you accept that offer“; 61% of they believe that cryptocurrencies will be-
respondents are willing to accept a better come the main tool of online payment in the
tourist offer by paying with cryptocurren- near future. Another study in India also sup-
cies, 29% of respondents answered „No, I ports positive opinion among respondents,
would not accept“, while 10% of respon- believing that digital currency payment is
dents answered „Maybe“. very promising in the future business trans-
Looking to the future, the question „Do actions (Jani, 2018). Results are shown in
you think cryptocurrencies will become the Figure 9.
main means of payment in tourism and hos-
When asked about the attitude of using has a more positive opinion towards digital
digital currencies for cruise travel, 61% of currencies compared to other categories of
respondents has a positive attitude and 39% respondents. Further insight into the struc-
negative reply. ture of employed respondents shows that
Based on the research, it has been prov- respondents engaged in tourism show more
en that the majority of citizens of the Re- positive attitude towards the use of crypto-
public of Serbia between the ages of 18 and currencies compared to other groups, which
60 have a positive attitude towards catering confirmed the auxiliary hypothesis H4.
facilities that accept cryptocurrencies. Con- When we talk about gender structure based
firmation of the basic hypothesis H1 instills on research, it is noticeable that male re-
optimism in the openness of the tourist mar- spondents currently show more interest and
ket of the Republic of Serbia towards the leadership in knowledge and use of block-
application of cryptocurrencies in the fu- chain technology and cryptocurrencies than
ture. Also, the tested sample confirmed the women, which confirmed the last in a series
auxiliary hypothesis H2, that the younger of auxiliary hypotheses, H5. The fact is that
population aged 18 to 30 is more willing to on a global level, male representatives are
accept cryptocurrencies as a regular means currently more present in professional dis-
of payment compared to other age groups. cussions, conferences and gatherings on
In addition, the research confirmed the aux- the topic of cryptocurrencies, and we can
iliary hypothesis H3, which is that the em- see the mentioned situation on the domestic
ployed population in the surveyed sample market as well.
58 Turističko poslovanje
DOI: 10.5937/turpos0-37436
UDK: 338.48-6:641/642(497.113)
маја 2021. У истраживању је учество- This research concludes that traditional val-
вало 619 испитаника. Добијени подаци ues in Vojvodina are preserved through pro-
су обрађени применом дескриптивне duction of agricultural and food products
статистике и табеларно и графички inside this area. The south part of Bačka
приказани у раду. На основу спроведеног has the most potential for the development
истраживања може се закључити да of tourism, while the production of agricul-
највише потенцијала за развој туризма tural and food products is widely represent-
на основу очуваности гастрономског ed in central Banat, west parts of Bačka and
наслеђа има Јужнобачки регион, док по Srem.
заступљенсти самосталног добијања
пољопривредних и прехрамбених произ-
вода Средњобанатски, Западнобачки и
Сремски регион.
Старост
До 30 159 25,7
Од 31 до 40 215 34,7
Преко 40 245 39,6
Укупно 619 100
Образовање
Основна школа 18 2,9
Средња школа 208 33,6
Висока школа, факултет 393 63,5
Укупно 619 100
Статус
У радном односу 473 76,4
Незапослен 125 20,2
Пензионер 21 3,4
Укупно 619 100
Брачно стање
Самац 139 22,5
Ожењен/удата 298 48,1
Партнерска веза 122 19,7
Не желим да се изјасним 60 9,7
Укупно 619 100
Просечна примања у домаћинству
Еура 350 91 29,3
Еура 350 до 500 127 40,8
Преко 500 93 29,9
311 100
Укупно
Регион становања
Јужна Бачка 222 35.9
Северна Бачка 101 16.3
Западна Бачка 66 10.7
Јужни Банат 78 12.6
Средњи Банат 41 6.6
Северни Банат 28 4.5
Срем 83 13.4
Укупно 619 100
Извор: истраживање аутора
Север-
Јужнобачка Средњобанатска Јужнобанат- Западнобачка Севернобанатска Сремска
област %
нобачка
област % ска област % област % област % област % χ2
област %
Закључак Литература
338.48
Polugodišnje. - Brojevi naizmenično na srp. i engl. jeziku. - Drugo izdanje na drugom medijumu:
Turističko poslovanje (Online) = ISSN 2560-3361
ISSN 0354-3099 = Туристичко пословање
COBISS.SR-ID 152936460