engleski

BUSINESS COMMUNICATION IN OVERSATURATED DIGITALISED MARKET WITH THE INDICATION OF POST-DIGITAL

Just a few decades ago going digital was an aim, a question of innovation and prestige for many companies wor- ldwide in a market that was increasingly taking on the characteristics of the global. All of them tried to find their place in a new digital environment to gain advantage, to be a step forward before other companies could realize the importance of such positioning, but this time not only in terms of prestige and innovation, but as an imperative with the aim of preserving their businesses. Digitisation made it easier to reach the end consumer, so for companies engaged in tourism and hospitality management there was a necessity to quickly learn all the mechanisms of how to better present themselves and their offer on such a market. This was the point in which the issue of successful communication became crucial in establishing a successful relationship with potential consumers. It became impor- tant to know the customers, their needs and wishes, to create the desire and accordingly, to adjust the language companies use for each of those segments. It became crucial to comprehend which language to use to address the consumer, the choice of words, and the right level of politeness or formality. The authors of this article will observe how the choice of language and communication has changed over the period of digitisation in years and will exa- mine how the possible future customer relationship may look like in a post-digital period and in which way it will affect their purchasing decisions.

business communication, digitalized market, hospitality and tourism, postdigital

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