SYSTEMATIC APPROACH TOWARDS IMPLEMENTATION OF SOCIAL MEDIA MARKETING STRATEGIES ON THE EXAMPLE OF CHOSEN TOURISTIC BOARDS IN THE REPUBLIC OF CROATIA

Social media marketing does not undermine the value of traditional marketing approach; instead, it enhances it and brings it up to a new level. Touristic boards, as destination management organisations, have to constantly aim creation of sustainable tourism in order to preserve and evaluate destination as a whole. Previously is not possible without systematic appliance of social media marketing strategies. Touristic boards have to strategically access social media platforms usage. It is crucial to pick the proper metrics which will ensure long-term success. The goal of the paper is to emphasise the importance of sustainable approach and the power of social media marketing strategies in a modern business environment.