Building Effective Marketing Communications in Tourism

Gorlevskaya Liudmila ()
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Gorlevskaya Liudmila: Liudmila Gorlevskaya PhD.; Moscow polytechnic university, Faculty of Social Technologies and Management, Department of Economy of high-tech industries, Bolshaya Semenovskaya st., 38, Moscow, Russian Federation, 107023

Studia Commercialia Bratislavensia, 2016, vol. 9, issue 35, 252-265

Abstract: In the world of rapid technological evolution and economy of digitalization, consumers are continuously changing. Tourists are among the first. Their behaviour, media consumption, engagement level and expectations must influence on transformation of applied communication tools. In recent decades, the pace of change became faster. Media consumption has shifted to Internet, Mobile and innovative mediums. The paper proposes modern forms of communication tools on different stages of making-decision process and describes role of each to build marketing communications of tourism industry actors in a more effective way.

Keywords: Marketing communications; tourism; promotion; innovative mediums (search for similar items in EconPapers)
JEL-codes: M31 O30 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:stcomb:v:9:y:2016:i:35:p:252-265:n:2

DOI: 10.1515/stcb-2016-0025

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