Naslov
Intercultural aspects of Internet advertising in tourism

Autori
Krce Miočić, Božena ; Klarin, Tomislav ; Vidić, Gabrijela

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), stručni

Izvornik
22nd CROMAR Congress Marketing challenges in new economy : proceedings / Križman Pavlović, Danijela ; Benazić, Dragan - Pula : Fakultet ekonomije i turizma Dr. Mijo Mirković Sveučilišta Jurja Dobrile u Puli, 2011, 932-951

ISBN
978-953-7498-45-0

Skup
Kongres CROMAR (22 ; 2011)

Mjesto i datum
Rijeka, Hrvatska; Pula, Hrvatska, 06.10.2011. - 08.10.2011

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
interculturalism; Internet; advertising; tourism

Sažetak
Tourism is one of the backbones not only for the Croatian but also for the world economy. In addition to various economic and environmental effects that tourism achieves in the receptive country, it also leads to an encounter of different cultures. And exactly this encounter between guest and host allows the introduction and transmission of cultural elements that enriches both sides, but it also leads to different sociocultural changes. In its essence, this global process must remain national in order to keep enough pull factors that will be attractive to tourists who are eager to learn more about new cultures. Within this, tourism services, as an integral part of the tourism offer, must retain its originality and its own cultural identity while respecting the characteristics of different cultures. Results of researches conducted so far show that the Internet is a medium that tourists increasingly use as a mean of gathering information, but also as a mean that increasingly affects the decision making process of selecting a tourist destination. Therefore, the basic aim of this paper is the recognition of the importance of respecting the diversity of cultures in the intercultural communication that occurs in junction of tourism supply and demand in the virtual environment. The paper will present the results of a content analyses conducted on web portals of tourist boards, hotel companies, marinas and camps, where the level of interculturalism that is observed is set by a theoretical model. The analysis of collected data will consist of the descriptive statistics method and the data will be interpreted in applicable results.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA