WORD-OF-MOUTH COMMUNICATION STRATEGIES FOR TOURISM DOI: 10.5585/remark.v8i2.2136
The current study deals with the relevance of the word-of-mouth communication in the tourist activities and its peculiarities, communication processes and strategies concerning the promotion of the tourist product. It also presents several factors that turn the tourism into a social, economical and...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2010 |
| País: | Brasil |
| Institución: | Universidade Nove de Julho (UNINOVE) |
| Repositorio: | REMark - Revista Brasileira de Marketing |
| Idioma: | portugués |
| OAI Identifier: | oai:https://periodicos.uninove.br:article/12592 |
| Acceso en línea: | https://periodicos.uninove.br/remark/article/view/12592 |
| Access Level: | acceso abierto |
| Palabra clave: | Communication; Word-of-Mouth; Tourism and Marketing of Tourism. Comunicação; comunicação boca a boca; turismo; marketing turístico. |
| Sumario: | The current study deals with the relevance of the word-of-mouth communication in the tourist activities and its peculiarities, communication processes and strategies concerning the promotion of the tourist product. It also presents several factors that turn the tourism into a social, economical and cultural activity susceptible to the word-of-mouth communication promoted informally, intentionally or not, by actors and opinion leaders that act sending messages that feed the word-of-mouth communication, making the destination, the products and the people known, without using mass communication. |
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