Cross-cultural localisation of Serbian tourist destinations' websites: cases of websites of tourism organisations of Belgrade, Novi Sad and Niš

Tourism and culture are inextricably linked. Visiting another country with a different culture gives tourists the opportunity to gain different perspectives and enjoy the destination as well. As a result of the development of Information and Communication Technologies, but also the development of the Web as a primary source of information on tourist destinations, international tourism has increased over the past two years. Therefore, the cross-cultural adaptation of tourist destination websites becomes even more important. To that end, a literature review was conducted, which highlighted a research gap regarding the examination of the actual state of website localization practices for tourist destinations.The aim of this research is to examine and analyse the actual implementation of the practice of cross-cultural website localization on the example of tourism organizations of three cities in Serbia. An open-ended survey was conducted, and the research results show that the localization process is recognized as important for online marketing communication in all three tourism organizations.