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It's About People 2022: Embracing Digital Transformation: For a Sustainable and Ethical Future

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Post Tourist Communication Paradigm and Digitalization

Božidar Veljković
Alma Mater Europaea - ECM

Daria Mustić
University of Zagreb

The modern world, viewed globally, is defined by the processes of environmental changes, digitalization and the covid-19 pandemic, which are thus changing the communication paradigm and thus also the ways of communicating in tourist destinations. In addition, these processes, each in its own way influence the very essence of the phenomenon of tourism. Therefore, the problem of "imposing" technical and alienation ways of communication arises, which goes into the very essence of tourism, which is expressed in the phrase: tourism is people. The article presents results, review of literature and certain practices related to the research problem or the divergence of theoretical scientific views and emerging practices of tourism communication processes in destinations. The aim of the article is to analyze theoretical sources and certain experiences or practices to show that the traditional understanding of the content or essence of tourism, due to the process of digitization of channels and methods of communication, has matured for critical assessment and appropriate renewal. So, it is a matter of establishing the facts of strengthening the alienation role of digitalization in the communication process in a tourist destination. As a solution, we offer the application of the principles of assertive and especially deliberative communication in all contexts of symbolic interaction between stakeholders in a tourist destination. With this article, we want to encourage the thinking of a wider circle of researchers in the field of communication and tourism science about the alienation impact of digitalization and the related, new understanding of the phenomenon of tourism.



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