THE IMPACT OF MEDIA CONVERGENCE ON THE DEVELOPMENT OF INTEGRATED CORPORATE COMMUNICATION IN TOURISM
Media convergence is reflected in the permeation and integration of various media and tourism activities, which increasingly alter the role and habits of identified target groups in tourism. The subject of this paper is research into the correlation between media convergence and growth and tourism development, through influence on corporate culture, identity, image and reputation which, within the broader context, has significant implications for integrated business communication in tourism. The aim of the paper is to point to the necessity of accelerating the grouping of integrated business communication in tourism within frameworks determined by media convergence. Considering the fact that media convergence is a process, just like the growth and development of tourism, this paper points to the technological, economic, social, cultural and global impact of convergence on traditional media, as well as on web and mobile content and their synergistic reflection on tourism. The influence of media convergence on growth and tourism development is subject to constant quantitative and qualitative changes, resulting in numerous internal and external determinants.
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