: , . (2012). ,

35

, 44-46, . 253-266.

,

-

. , , , , , . (Goeldner et al, 2000). , .

, , . , , (Mills & Law, 2004). , . , , (on-line social networks - OSN) - (Kabassi, 2010). . . , (Pan et al, 2011). - , . , (Prahalad & Ramaswamy, 2000). , , , . , OSN (Buhalis & Law, 2008). , / , , .

. , , , , , (Petrevska, 2010). , (USAID, 2006). , . ,

, , (Hu & Ritchie, 1993), (Enright & Newton, 2004) , (Dwyer & Kim, 2003). , (Dwyer et al., 2000), , (Song & Witt, 2000). (Ritchie & Crouch, 2003) (Ritchie et al., 2001). , , , (Mazanec et al., 2007).

, : 1. ? 2. ? 3. ? 4. ?

, . , . . , . , .

, , (Anic et al, 2010, Koceski & Petrevska, 2012). , . . , , - , . , . , , .

1. 1.1. - ( , 2012a). , 4,6% , (3,12%). ,

() 1,7% , () 1,6% (WTTC, 2009). , 3,1%, 1,4% 2009 . (WTTC, 2009).

2009 . 26% 8% . , 20% . , ( ), 1.3 2.4 . , , 1% (Petrevska, 2010). .

. , 2021 . 1,6% 170 2011 .; 6%; 76 2,8% . , 35000 2021 ., 5,4% (WTTC, 2011).

1.2. , . 100000 2005 . ( , 2009) 120000 2011 . ( , 2010) 130000 2012 . ( , 2012). , , . , 83- 124 2007 ., , 130 2008 . 2009 . 80- 133 . (Blanke & Chiesa, 2009). , 2011 . 76- 139 . , : - 33-, - 34-, - 36-, - 48- - 71- (Blanke & Chiesa, 2011). , .

, 2005 . (www.exploringmacedonia.com) - . , , . : www.travel2macedonia.com, www.go2macedonia.com, www.simplymacedonia.com, www.macedonialovesyou.com,

www.mysticalmacedonia.com, www.macedonia-timeless.com .

1.3. , , . , (-) , . . , , (Ekerdt, 1986). , . , . OSN, . , OSN , . , OSN . . . 1 OSN , .

1 OSN

(000) %

Facebook.com 792.999 55.1

Twitter.com 167.903 11.7

LinkedIn.com 94.823 6.6

Google Plus 66.756 4.6

MySpace 61.037 4.2

255.539 7.8

1.438.877 100.0 : ComScore. http://techcrunch.com/2011/12/22/googlesplus/?utm_source=feedburner&utm_medium= feed&utm_campaign=Feed%3A+Techcrunch+%28TechCrunch%29 (30 November 2011).

, (Schonland & Williams, 1996). - (search engines) . , . , - (Morrison et al, 2001; Pan et al, 2007; Buhalis & Law, 2008; Pan et al, 2011; Xiang & Pan, 2010).

, . , . , , (Buhalis & O'Connor, 2005).

-. , Weber Roehl (1999) . , -. , Morrison et al (2001) - , . , , - (Hennessey et al, 2008). , , , .

2. 2.1. , : () ; () OSN ; () OSN .

, : 1:

. 2: OSN

. 3: OSN

.

2.2. . , .

. : , , , , , . OSN . 4- , : 1 = , 2 = , 3 = 4 = . . , 4- , : 1 = , 2 = , 3 = 4 = .

: , 2012 . - .

, . , (Sproles & Kendall, 1986).

520 , 502 , 97% . SPSS (Statistical Package for Social Sciences) 20.0 . , SPSS (Buckingham & Saunders, 2004: 155), . - (Chi-squared test), 5%.

3. , 3.1. . 2 .

2 (n = 502)

n %

246

256

49.0

51.0

30 30

484

18

96.4

3.6

404

98

80.5

19.5

103

26

210

137

10

4

7

5

20.5

5.2

41.8

27.3

2.0

0.8

2.8

1.0

30

472

6.0

94.0

35

467

7.0

93.0

15000 . 15000-18000 . 18000 .

133

242

127

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48.2

25.3

. 2 , (49% - 51% - ). 30 . (96%), . , (81%), (94%) , ( ) ( - 21%, - 41% - 27%). , (93%). 15000-18000 . (48%), .

3.2. , - . Pearson chi-square 0.05. , . 3.

3 (n = 502)

p-

Pearson Chi-Square 6.752 2 .034

Likelihood Ratio 6.939 2 .031

Linear-by-Linear Association 6.223 1 .013

p-

Pearson Chi-Square 18.099 9 .004

Likelihood Ratio 21.623 9 .010

Linear-by-Linear Association 9.771 1 .002

p-

Pearson Chi-Square 32.001 4 .000

Likelihood Ratio 27.191 4 .000

Linear-by-Linear Association 23.797 1 .000

, , Pearson chi-square 0.034 0.05.

OSN , Pearson chi-square 0.004. , OSN .

, Chi-squared 0.000. , Likelihood Ratio Linear-by-Linear Association . ,

( OSN) .

3.3. . . , (reliability) (validity) (Yin, 1994). , . , . .

, Cronbach () , . . , Cronbach (502 ) 0.901, . . , Cronbach 0.857; 0.821; 0.794 0.846.

4. . , : ; ; OSN .

. , . OSN . , . , , OSN, , .

. , , . , 90% (, ). , , . , . , . ,

, .

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. , : (1) ; (2) ; (3) . . , 502 . . , , . : ; ; ; ; .

: - - . : 4, , 2000 , e-mail: biljana.petrevska@ugd.edu.mk

APPLICATION OF E-MEDIA IN TOURISM PROMOTION

SUMMARY

This study is focused on the strengths and challenges associated with using the Internet as a

rapidly evolving medium in tourism promotion. For this purpose, the paper examines the

young-adult consumers attitude, mainly towards three aspects: (1) application of Internet for travel and tourism; (2) usage of on-line social networks in sharing travel and tourism

experiences; and (3) trust in e-media for tourism promotion purposes. The aim of this

research is to determine the level of application of e-tools in tourism promotion by young

population in Macedonia. So, this empirical evidence reports on analysis based on data

obtained from customer survey among 502 young-adult consumers. The outcomes confirm

the research hypothesis and point to crucial importance of introducing e-tools for tourism

promotion and increasing the awareness for Macedonia as a tourist destination. Moreover, the

paper strongly recommends this concept and urges the need for identifying effective

framework for mitigating the up-to-date modest tourism results, thus acting as basis for initial

suggestions in improving tourism promotion of the country.

Key words: Young-adults; Internet; On-line social networks; Tourism promotion; Macedonia.

Bios: Biljana Petrevska, Ph.D. is an Assistant Professor at the Goce Delcev University - Stip, Faculty of Tourism and Business Logistics - Gevgelija. Her area of research interest

includes, among others: Economics of Tourism, Tourism Promotion and Tourism Policy.

Contact address: Campus IV, Krste Misirkov bb, 2000 Stip, Macedonia, e-mail:

biljana.petrevska@ugd.edu.mk