Translating e-tourism: localization assessment of tourist promotional website of Novi Pazar


  • Armin Gicić International University of Novi Pazar, Serbia



localization, tourist promotional website, Novi Pazar, cultural adaptation


In the tourism industry, e-tourism has led to a growing need for the localization of tourist promotional websites to attract domestic and foreign tourists. This study focuses on the website, which promotes the city of Novi Pazar in Serbia. Using the skopos theory of translation and tourist profiling based on cultural taxonomies and Serbian statistical analysis, this paper assesses the localization quality of tourism materials and analyses how the destination image of is localized according to the tourist profiles. The findings show that the website shows high level of localization for domestic tourists, which is not the case for foreign tourists. This study contributes to a better understanding of how to tailor Serbian tourism materials to specific tourist profiles, resulting in more effective promotion.


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How to Cite

Gicić, A. (2023). Translating e-tourism: localization assessment of tourist promotional website of Novi Pazar. International Scientific Conference on Economy, Management and Information Technologies, 1(1), 359–395.