Percorrer por autor "Zekan, Senka Borovac"
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- Destination image through TripAdvisor’s reviews analysisPublication . Scalabrini, E.C.B.; Ferreira, Jessica; Zekan, Senka Borovac; Fernandes, Paula OdeteTourists’ satisfaction and motivation have been recurrent themes in tourism literature. In recent years these themes have also been addressed based on online evaluations carried out by tourists, TripAdvisor is one of the most used sites. In this context, this study aims to analyse the image of Bragança’s tourism destina- tion based on TripAdvisor reviews during the pandemic period (2020–2022). To this end, 1444 quantitative and qualitative reviews of attractions, hotels, and restaurants in Bragança, Northern Portugal, were analysed. Based on the Latent Dirichlet Allo- cation Algorithm three dimensions were determined for the attractions, two dimen- sions for the hotels and two dimensions for the restaurants. The descriptive statistics made it possible to establish that the municipality has a positive tourist image. Given results, theoretical and practical implications of this important Marketing theme are presented.
- Influence amplified: leveraging the power of influencer marketing in the digital agePublication . Zekan, Senka Borovac; Fernandes, Paula Odete; Borowska-Pietrzak, A.; Biličić, Slavica GalićThis chapter will unravel the intricacies of influencer marketing, from its origins to its contemporary significance. Through a meticulously crafted case study, the readers will get the practical implementation of influencer marketing, illustrating how a retail clothing brand leveraged the influence of digital personalities to amplify its reach and resonance. The case study explores the use of influencers and event promotion through social media platforms like Facebook and Instagram. The study delves into who influencers are, why and how much people trust them, and how they promote products and services. Using the example of announcing the opening of the Reserved store in Zadar, Croatia, the study analyses the influence of the online campaigns #ReservedforZadar and #Reservedforme on customers to visit and purchasing products from the Reserved store. An interview was conducted with the main organiser, who also holds the CEO position within the prominent LPP Group.