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Building Effective Marketing Communications in Tourism

Author

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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)

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.

Suggested Citation

  • Gorlevskaya Liudmila, 2016. "Building Effective Marketing Communications in Tourism," Studia Commercialia Bratislavensia, Sciendo, vol. 9(35), pages 252-265, December.
    • Handle: RePEc:vrs:stcomb:v:9:y:2016:i:35:p:252-265:n:2
    DOI: 10.1515/stcb-2016-0025
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    More about this item

    Keywords

    Marketing communications; tourism; promotion; innovative mediums;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O30 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - General

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