engleski

Multimedia as a communication tool

Online technology and particularly capabilities provided by Web 2.0 open up new ways to communicate with consumers that allow a greater interactivity in communication, affecting the emotions of consumers and the overall experience. These technologies are educational and consequently influence the establishing of a special relationship with consumers, provide a greater loyalty and satisfaction level of consumers. Based on high technology, multimedia as a communication tool provides consumers with an expanded view of reality, revealing new insights in a different way and offers added value to the overall communication with consumers. Consequently, the aim of this paper is to critically analyze the use of multimedia as a communication tool for communication purposes and interpretation of area by national parks. For the collection of primary data, available documentation from national parks was analyzed and a qualitative analysis of national parks web pages was conducted. The contribution of the paper will be shown as identification of key determinants for application of multimedia as a tool in modern communication.

multimedia, modern communication, web 2.0., visitor centers

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