engleski

Development of communication strategies in tourism industry

The paper describes communication strategies in the tourism industry. After an overview in the paper are discussed issues in tourism industry communication, i.e. the larger social, political, economic, and cultural climate in which tourism industry creates their images and projects their voices, the "opportune moment" for communications, the need to understand and capitalize on the psychology of constituencies, the best mix of communication channels and the ethical dimension of tourism industry communication. Tourism industry needs to pay attention to communication strategies because missed opportunities and potentially dangerous threats to industry performance are the alternatives. In the paper then are described the possibilities for applying communication strategies on Croatian tourism industry. It is emphasized that the main characteristics of Croatian tourism industry are the inadequate quality level of services, unfavorable structure and low level of utilization. The Croatian tourism industry image is a reflection of its identity. However, unclear identity can easily hurt tourism industry success. The last part of the paper is based on conclusion that in order to bring about change (improvement the quality of Croatian tourism industry), the application of the communication strategies will be needed, together with innovative forms of investments, improvement of infrastructure facilities and the modern management practices.

communication strategies ; identity ; image ; management ; Croatian tourism industry

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