MARKETING COMMUNICATIONS IN TOURISM - TRENDS AND REALITY

The development of marketing communication has passed through a number of changes in recent years. The phenomenon of the turn of the 20th and 21st century - the Internet - has become in the complex of its applications, one of the great discoveries and on the one hand, as an instrument of fundamental changes across a number of sectors or areas of social life on the other side. In the tourism sector, even within the renowned destinations, the tools of marketing communication have often become a product, supporting the attractiveness of destinations in its selection or stay. The combination of desk research and field research has created the possibility of confronting the world's trends in marketing communication with a reality in destination which is characterised by well-preserved mountain nature with lots of small business owners and entrepreneurs offering their services to visitors and tourists of the Jeseniky-East tourist area.