Social Media as a Tool for Promoting the Šarganska Osmica Museum-Tourist Complex

Abstract

This paper explores the role of social media in the promotion of the Šarganska Osmica museum-tourist complex, located in Mokra Gora, Serbia. Through a quantitative analysis of data from Facebook, Instagram, and TikTok, combined with a qualitative assessment of content and user interaction, the study examines the significance of digital communication in enhancing the visibility and business performance of the complex. Special emphasis is placed on evaluating promotional practices and their contribution to brand development and the destination’s tourism image. The results indicate that social media represents a key and cost-effective tool for improving marketing and attracting visitors. Based on the findings, a strategic framework for digital marketing is proposed to strengthen the complex’s online presence further.