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ANALYSIS OF MARKETING EFFECTS OF IMPLEMENTING ON-LINE AIRBNB PLATFORM IN REAL ESTATE MARKET AT BALKANS AS A TOURISM REGION Danilo Grbović Educons University, Faculty of Business Economy, Vojvode Putnika 87, Novi Sad - Sremska Kamenica, Serbia Branislav Radnović Educons University, Faculty of Business Economy, Vojvode Putnika 87, Novi Sad - Sremska Kamenica, Serbia Željana Grbović University of Novi Sad, BioSense Institute, Zorana Đinđića 1, Novi Sad, Serbia Diona Đurđević Educons University, Faculty of Business Economy, Vojvode Putnika 87, Novi Sad - Sremska Kamenica, Serbia DOI: https://doi.org/10.31410/tmt.2019.341 4th International Thematic Monograph - Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2019, Published by: Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, North Macedonia; ISSN 2683-5673, ISBN 978-86-80194-29-5; Editors: Vuk Bevanda, associate professor, Faculty of Social Sciences, Belgrade, Serbia; Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia, Printed by: SKRIPTA International, Belgrade
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Abstract: The base hypothesis is that implementation of the Airbnb on-line platform at the Balkans’ real estate market, contributes to Balkans tourism region, with various positive marketing effects. The conducted research has covered the analysis of renting property for the purpose of tourism in the Balkans in some of the major cities and most attractive tourist destinations - Ljubljana, Bled, Zagreb, Dubrovnik, Belgrade, Novi Sad, Sarajevo, Budva, Podgorica, Skopje and Ohrid. By analysing results of the research the base hypothesis is confirmed, with bringing to light following marketing effects: increase in the number of accommodation units registered on-line, extended number of accommodation facilities, growth in number of stays per night, lengthened time spam of a stay, expanded occupancy of accommodation facilities, growth of entrepreneurship of local population, tourism revenue growth. 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