The effect of online marketing on tourism development in western Kosovo

Abstract

Tourism is recognized as one of the largest industries in the world where information 
technology is used. One of the most useful tools of this industry is the Internet, which 
undoubtedly represents a great opportunity for practicing and expanding the activity of 
tourist enterprises. The Internet is already considered a key requirement by the tourism 
industry. Customers, on the one hand, can interact directly with touristic service 
providers, thus helping them get more information about the product or service and feel 
more confident about their demand. Service providers on the other hand are able to deal 
more efficiently with the diversity of customer requirements. 
Also, online bookings and reservations are widely preferred by customers, since the 
process of booking is greatly simplified. Touristic service providers use the internet to 
communicate, distribute and market their products to potential customers around the 
world with minimal cost and time. In fact, the websites of tourism companies themselves 
have become the most important platform for electronic commerce, followed by 
electronic markets, which are special websites on the internet where companies can 
obtain and provide information, be involved in transactions, or to cooperate in some 
way, such as, for example, the well-known e-bay online shopping site. The main focus of 
electronic business processes (e-business) in the tourism industry is the provision of 
services and activities, mainly through electronic marketing and electronic sales. Online 
bookings and reservation services are widely accepted by consumers and travelers for 
business purposes. 
Online marketing has reduced the distance between supply and demand, saving time 
and reducing costs. 
The overall purpose of this paper is to understand the importance of using information 
technology and to highlight the level of use of online marketing from tourism attractions 
and attractions in western Kosovo. 
The use of information technology from tourism enterprises in Kosovo, compared with other European tourist sites, remains at relatively low levels. A significant part of small 
and medium-sized tourist businesses still do not understand the importance of investing 
in technology and its use in marketing. Even though small numbers, entrepreneurs who 
use online marketing, have this opportunity as potential revenue success. Also online 
marketing is considered a success indicator in the types of tourism that this part of 
Kosovo offers, with the rare natural beauties that are attracting more and more local and 
foreign tourists.