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Modern Marketing Communication in Tourism

Author

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  • Lenka Svajdova

    (High School of Entrepreneurship and Law, Czech Republic)

Abstract

Mass tourism is a significant contributor to the development not only of regional but also national economies and generally, it is presented by tourism destination. Despite certain tendencies in preference for individual tourism, it is expected that mass tourism and mass tourism destination will continue to play a dominant role in the future. The present paper is dedicated to the topic of possible usage of modern tools of marketing communication in the management of mass tourism destination. Particular characteristics of its product are having an influence on the usage and effectiveness of traditional forms of marketing communication (advertising, exhibitions, etc.) in the presentation of mass tourism destination and on the other hand, the possible preference of using new modern trends of marketing communication. The aim of this article is based on analysis of primary, secondary data and field observations to evaluate the possibility and critical factors of usage of selected forms of modern tools of marketing communication like internet marketing, social media, mobile marketing and the world of mouth marketing,etc. The result will be the evaluation of usage of modern marketing communication and its current state of the application in the propagation of mass tourism destinations including a proposal of some recommendations for their next application.

Suggested Citation

  • Lenka Svajdova, 2019. "Modern Marketing Communication in Tourism," Journal of International Business Research and Marketing, Inovatus Services Ltd., vol. 4(2), pages 20-23, January.
    • Handle: RePEc:mgs:jibrme:v:4:y:2019:i:2:p:20-23
    DOI: 10.18775/jibrm.1849-8558.2015.42.3003
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    References listed on IDEAS

    as
    1. Kaplan, Andreas M., 2012. "If you love something, let it go mobile: Mobile marketing and mobile social media 4x4," Business Horizons, Elsevier, vol. 55(2), pages 129-139.
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    More about this item

    Keywords

    Mass tourism; Modern marketing communication tools; Social media;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General

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