The Modern Marketing Communication in Tourism

Mass tourism, is an important contributor to the development not only of regional but also national economies and generally it's presented by tourism destination. Despite certain tendencies in preference for individual tourism, it is expected that mass tourism and mass tourism destination will continue to play a dominant role in future. The present paper is dedicated to the topic of possible usage of modern tools of marketing communication in management of mass tourism destination. Special characteristics of its product are having influence on the usage and effectiveness of traditional forms of marketing communication (advertising, exhibitions, etc.) in the presentation of mass tourism destination and on other hand the possible preference of using new modern trends of marketing communication. The aim of this article is based on analysis of primary, secondary data and field observations to evaluate the possibility and key factors of usage of selected forms of modern tools of marketing communication like internet marketing, social media, mobile marketing and world of mouth marketing etc. The result will be the evaluation of usage of modern marketing communication and its current state of the application in propagation of mass tourism destinations including proposal of some recommendations for their next application.