INTERNATIONAL SCIENTIFIC JOURNAL Volume 22, Issue 2 (June 2018) UNIVERSITY OF NOVI SAD, FACULTY OF SCIENCES DEPARTMENT OF GEOGRAPHY, TOURISM AND HOTEL MANAGEMENT D G T H 19 62 UNIVERSITY OF NOVI SAD | FACULTY OF SCIENCES DEPARTMENT OF GEOGRAPHY, TOURISM & HOTEL MANAGEMENT INTERNATIONAL SCIENTIFIC JOURNAL Volume 22, Issue 2, June 2018 ISSN 0354-8724 (hard copy) | ISSN 1820-7138 (online) | UDC 05:91(497.1)=20 Geographica Pannonica • Volume 16, Issue 3, 84-125 (September 2012) I ISSN 0354-8724 (hard copy) | ISSN 1820-7138 (online) | UDC 05:91(497.1)=20 INTERNATIONAL SCIENTIFIC JOURNAL GEOGRAPHICA ANNONICA UNIVERSITY OF NOVI SAD | FACULTY OF SCIENCES | DEPARTMENT OF GEOGRAPHY, TOURISM & HOTEL MANAGEMENT EDITOR IN CHIEF Péter Domonkos University Rovira i Virgili de Tarragona Lazar Lazić, [email protected] Geography Department Center on Climate Change (C3) EDITORS Tarragona, Spain Jasmina Đorđević, [email protected] Imre Nagy, [email protected] Tamás Weidinger Milka Bubalo Živković, [email protected] Eötvös Loránd University Aleksandra Dragin, [email protected] Institute of Geography and Earth Science Mlađen Jovanović, [email protected] Department of Meteorology Minučer Mesaroš, [email protected] Budapest, Hungary Thomas Borén TECHNICAL EDITOR Department of Human Geography Dragan Milošević, [email protected] Stockholm University Jelena Dunjić, [email protected] Stockholm, Sweden Tadeusz Stryjakiewicz EDITORIAL BOARD Adam Mickiewicz University Institute of Socio-Economic Geography and Spatial Armelle Decaulne Management CNRS UMR6042 - GEOLAB Poznań, Poland Clermont-Ferrand cedex, Paris, France & Natural Research Centre of North-western Iceland Marko Krevs Saudarkrokur, Iceland University of Ljubljana Faculty of Art, Department of Geography Slobodan B. Marković Ljubljana, Slovenia University of Novi Sad Faculty of Science Horst Förster Novi Sad, Serbia Universität Tübingen Geographisches Institut Tobias Heckmann Tübingen, Germany Department of Geography, Fhysical Geography Catholic University Eichstaett-Ingolstadt Károly Kocsis Eichstätt, Germany Geographical Research Institute of the Hungarian Academy of Sciences János Kovács Budapest, Hungary University of Pécs Faculty of Science Konstantinos Andriotis Department of Geology Cyprus University of Technology Pécs, Hungary Department of Hotel & Tourism Management Cyprus Petru Urdea West University of Timişoara Jung Sung-Chae Department of Geography Honam University Timişoara, Romania Department of Tourism Management Gwangju, South Korea II Geographica Pannonica • Volume 22, Issue 2, 81-164 (June 2018) ADVISORY BOARD Carlos Ferrás Sexto University of Santiago de Compostela Ulrich Hambach Geography Department Geowissenschaften Universität Bayreuth Santiago de Compostela, Spain LS Geomorphologie Bayreuth, Germany Lajos Boros University of Szeged Milivoj Gavrilov Department of Economic and Social Geography University of Novi Sad Szeged, Hungary Faculty of Science Novi Sad, Serbia Elena Matei Bucharest University Darko Ogrin Faculty of Geography University of Ljubljana Bucharest, Romania Faculty of Art, Department of Geography Ljubljana, Slovenia Yoel Mansfeld University of Haifa Nina Nikolova Department of Geography and Environmental Studies “St. Kliment Ohridski” University of Sofia Center for Tourism, Pilgrimage & Recreation Research Faculty of Geology and Geography Haifa, Israel Department of Climatology, Hydrology and Geomorphology Klodiana Gorica Sofia, Bulgaria University of Tirana Faculty of Economics, Department of Marketing Anna Leonowicz Tirana, Albania University of Zurich Department of Geography Damir Demonja Geographic Information Science (GIS) Institute for Development Zurich, Switzerland and International Relations, IRMO, Zagreb, Croatia Zorana Lužanin University of Novi Sad Praveen Kumar Rai Faculty of Science Banaras Hindu University Novi Sad, Serbia Department of Geography Varanasi, India EDITORIAL OFFICE Faculty of Sciences Department of Geography, Tourism and Hotel Management Trg Dositeja Obradovića 3, 21000 Novi Sad, Serbia tel. +381 21 450-105 fax +381 21 459-696 Official site: www.dgt.uns.ac.rs CONTACTS Lazar Lazić, PhD, full professor Department of Geography, Tourism and Hotel Management, Serbia, [email protected] Dragan Milošević, teaching assistant Department of Geography, Tourism and Hotel Management, Serbia, [email protected] Official mail of the Journal [email protected] Internet portal www.dgt.uns.ac.rs/pannonica.html Instructions to authors www.dgt.uns.ac.rs/pannonica/instructions.htm PRINTED BY www.sajnos.rs CIRCULATION 300 Geographica Pannonica • Volume 22, Issue 2, 81-164 (June 2018) III Contents Uglješa Stankov, Tamara Jovanović, Vanja Pavluković, Časlav Kalinić, Nataša Drakulić-Kovačević, Marija Cimbaljević A Regional Survey of Current Practices on Destination Marketing Organizations’ Facebook Pages: the Case of EU and U.S. ......................................................................................................................................................81 DOI: 10.5937/22-16673 Igor Leščešen, Dragosav Pavić, Dragan Dolinaj Correlation Between Discharge and Water Quality – Case Study Nišava River (Serbia) ........................................ 97 DOI: 10.5937/22-16674 Oleksiy Gnatiuk, Olga Kryvets Post-Soviet Residential Neighbourhoods in Two Second-Order Ukrainian Cities: Factors and Models of Spatial Transformation ............................................................................................................ 104 DOI: 10.5937/22-17037 Sanja Božić, Miroslav D. Vujičić, James Kennell, Snežana Besermenji, Milica Solarević Sun, Sea and Shrines: Application of Analytic Hierarchy Process (AHP) to Assess the Attractiveness of Six Cultural Heritage Sites in Phuket (Thailand) ..................................................................... 121 DOI: 10.5937/22-16983 Tomáš Pasternák, Viktor Verba Pilgrimage Sites in Slovakia as the Base for the Formation of Ecomuseums – Case Study of Ľutina Pilgrimage Site...............................................................................................................................139 DOI: 10.5937/22-16619 Snježana Mrdjen, Maja Bahnik Ethnic Intermarriage in Croatia with Special Emphasis on the Czech Minority.......................................................150 DOI: 10.5937/22-16884 IV Geographica Pannonica • Volume 22, Issue 2, 81-164 (June 2018) ISSN 0354-8724 (hard copy) | ISSN 1820-7138 (online) A Regional Survey of Current Practices on Destination Marketing Organizations’ Facebook Pages: the Case of EU and U.S. Uglješa StankovA*, Tamara JovanovićA, Vanja PavlukovićA, Časlav KalinićA, Nataša Drakulić-KovačevićB, Marija CimbaljevićA Received: November 26, 2017 | Revised: March 10, 2018 | Accepted: March 13, 2018 DOI: 10.5937/22-16673 Abstract Constantly changing nature of social network sites creates the need for continuous process of online benchmarking for identifying practices used by other parties. Facebook as the most used SNS still plays an increasingly important role as a marketing channel for destination marketing organizations (DMO). This paper explores basic characteristics of the official DMO Facebook Pages in order to quantify and present those characteristics in a regional context on the case of two travel markets (EU countries and U.S. states). The results show inconsistent practices in the EU and the USA. When comparing those two markets most similarities in practices are present in general usage of Facebook Pages, while indicative differences are recorded in terms of Page popularity, some posts’ characteristics and most evidently in users’ engagement. Understanding the Facebook usage practice under the regional spotlight can help DMOs and other service providers to evaluate their activities and if necessary to harmonize it to region- al usage practice. Keywords: European Union, United States of America, destination marketing organization, social net- work sites, Facebook Introduction Facebook is currently the most used and most influen- dividuals who use Profiles (web pages containing us- tial social network on the Internet and represents one er’s information) to present themselves on Facebook, of the most popular websites in Europe and world- companies mostly use Facebook Pages. User can in- wide (Azevedo, 2011; Wells, Link, 2014). On Decem- teract and affiliate as a fan of a company’s Page in the ber 31st, 2017, Facebook had reached the number of 2.13 same way they interact with other Profiles (Cooper, billion monthly active users (Facebook, 2017), that is 2010). almost half of the world’s estimated online popula- Many destination marketing organizations (for tion (Internet World Stats, 2018). This arguably makes the consistency in the text, term destination market- it one of the biggest media organizations in the histo- ing organizations - DMO is used to represent an or- ry of humankind (Rieder, 2013). For many companies ganization on a country/state level which is respon- this social network is an indispensable element of the sible for tourism marketing) recognized growing marketing activities (Stankov et al., 2016). Unlike in- popularity of Facebook. The focus in tourism indus- A University of Novi Sad, Faculty of Sciences, Department of Geography, Tourism and Hotel Management, Trg Dositeja Obradovića 3, 21000 Novi Sad, Serbia B Kovacevic-engineering doo, Nemanjina 35, 26320 Banatski Karlovac, Serbia * Corresponding author: [email protected] Geographica Pannonica