Social media and intercultural communications in tourism Cover Image

Социалните медии и интеркултурните комуникации в туризма
Social media and intercultural communications in tourism

Author(s): Plamena Palamarova
Subject(s): Economy, Marketing / Advertising, Tourism
Published by: Икономически университет - Варна
Keywords: social media; intercultural communications; tourism
Summary/Abstract: About one third of the world's population is currently using social media - a factor contributing to fundamental changes in the marketing of products, services and brands, to business-to-consumer information sharing. Digital networks provide new channels and opportunities for end-user access and are emerging as one of the most powerful tools for imposing new products and services on the market. The implementation of the new communication channels, however, also presents a number of challenges in the context of globalization and the free transfer of data. Global companies face the problem of managing intercultural communication and potential conflicts arising from the clash of ideas, cultures and values. Particularly relevant are those challenges in the sector of tourism services, which are widely promoted on an international market and of much broader target audiences. The report looks at the main features, benefits and challenges for social media in their application to the tourism sector and presents good practices in the implementation of new tourism services.