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Prizren, a pivotal region within Kosovo, stands out due to its amalgamation of natural beauty and cultural heritage, positioning it as a prime destination for discerning travelers. In the contemporary landscape, the power of modern mass media in marketing destinations is unparalleled, offering global reach, interactive engagement, and rapid communication channels with both current and prospective visitors. The digital footprint of a destination, encompassing a professional website, online commerce capabilities, and dynamic presence on major social media platforms, is now fundamental for travel entities aiming to thrive in the competitive tourism sector. Social media, in particular, has evolved into a critical marketing medium, facilitating direct interaction with the market and fostering relationships built on trust and loyalty, essential for attracting and retaining visitors. This study aims to explore the role of the internet and its myriad tools in marketing and enhancing the visibility of Prizren's tourism offerings. Through an empirical investigation gathering insights from tourists, hotel operators, and travel agencies in Prizren, coupled with an analysis of marketing content at both local and national levels, the research has assessed current practices. The goal is to identify strategies that can elevate Prizren's profile in the global tourism market, ensuring it is recognized not only for its inherent attractions but also for its innovative and engaging marketing approaches. Recommendations are proposed to refine and augment the marketing efforts dedicated to promoting Prizren as a leading tourist destination. [ABSTRACT FROM AUTHOR] |
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