INFLUENCE OF E-COMMUNICATION ON RAISING THE LEVEL OF EFFICIENCY OF THE CITY OF ZAGREB AS A TOURIST DESTINATION

The purpose of this paper is to establish the importance of approach and representation of information and communication medium for tourist in Zagreb as a tourist destination, also whether and to which extent is such type of communication prevalent with respect to the direct communication with the tourist offer holders and citizens. As part of this paper, a quantitative research was carried out through a questionnaire given to tourists at Zagreb as the tourist destination, in the period between September 2017 to February 2018. The research included tourists who stayed in all city neighbourhoods being part of the tourist organisation of the City of Zagreb, and in total 202 questionnaires were filled out, of which 188 were filled out correctly. The subjects have, among other, assessed the awareness on existing destination contents, the possibility to communicate at the destination and the importance and representation of the information-communication medium. The results of the descriptive statistical analysis have shown that tourists gave a positive opinion on the awareness and possibility to communicate with the offer holders at the destination, while in the assessment of information-communication medium, the availability of Internet in accommodation facilities, restaurants and other food serving facilities as well as cafes and bars turned out to be the most important point. The results of the research have shown the necessity of further rethinking in order to define the communication opportunities offered by a certain destination and the introduction of innovations in the existing communication system.