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.
This work is licensed under a Creative Commons Attribution 4.0 International License.
Once the manuscript is accepted for publication, authors shall transfer the copyright to the Publisher. If the submitted manuscript is not accepted for publication by the journal, all rights shall be retained by the author(s).
Authors grant to the Publisher the following rights to the manuscript, including any supplemental material, and any parts, extracts or elements thereof:
- the right to reproduce and distribute the Manuscript in printed form, including print-on-demand;
- the right to produce prepublications, reprints, and special editions of the Manuscript;
- the right to translate the Manuscript into other languages;
- the right to reproduce the Manuscript using photomechanical or similar means including, but not limited to photocopy, and the right to distribute these reproductions;
- the right to reproduce and distribute the Manuscript electronically or optically on any and all data carriers or storage media – especially in machine readable/digitalized form on data carriers such as hard drive, CD-Rom, DVD, Blu-ray Disc (BD), Mini-Disk, data tape – and the right to reproduce and distribute the Article via these data carriers;
- the right to store the Manuscript in databases, including online databases, and the right of transmission of the Manuscript in all technical systems and modes;
- the right to make the Manuscript available to the public or to closed user groups on individual demand, for use on monitors or other readers (including e-books), and in printable form for the user, either via the internet, other online services, or via internal or external networks.