FACEBOOK AS A PLATFORM IN PROMOTING CONTINENTAL TOURISM

The aim of this paper is to investigate whether the subjects of continental tourism in the Republic of Croatia use the advantages of planning advertising and promotion through social networks, with special emphasis on Facebook as the most prominent social network in Croatia. For the purpose of research, a questionnaire has been created that contains questions about exploiting the potential of promotion and advertising offered by social networks, as well as the share of such advertising in relation to other promotional methods. The survey was conducted on a sample of 87 business entities that are classified as subjects of continental tourism and present the market situation in the Republic of Croatia at the end of 2017. The purpose of this research was to cover insufficiently researched area of advertising of continental tourism entities through social networks, as a modern communication channel, with an emphasis on Facebook. The expected scientific contribution is in the exact determination of the existing situation, and the reference to the advantages of this kind of advertising and promotion. The results of the research showed that the subjects of continental tourism have not yet fully understood the importance as well as the advantages offered by social networks. In a satisfactory percentage, they have started to engage in social networks, but there is still a lack of round activity and understanding of all possibilities of this kind of promotion. The data obtained can be used for the purpose of providing better marketing positioning of subjects in continental tourism of the Republic of Croatia.