The advent of digital communication has not eliminated offline channels, that is, traditional communication (newspapers, weeklies, monthlies, guides, radio, TV, etc.), which continue to have their audiences and therefore continue to be important for conveying our tourism messages.
An effective strategy in the digital communication era must therefore be able to integrate online and offline channels (Fig. 1), involving our audiences (especially fans on social media channels) to share our messages. To succeed in this endeavor, communication needs to be coordinated between the offline and online parts, both between the destination and the operators and residents as much as possible, conveying a well-defined tourism identity.
Fig 1 – Integrated communication diagram in Travel and Tourism (created by the Author)
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