engleski

Communication Strategy and Culture in Tourism and Hospitality Industry

This paper describes a business communication from strategic aspect. For an effective communication strategy there is need to consider objectives of organisation. A developed communication strategy reduces the barriers to communication and increases the success of any communication task. All actions, including communication tasks are performed in a cultural context. Perhaps, the most important but often most neglected aspect of communication is culture. There is no aspect of human life that is not touched and altered by culture. Culture influences behaviour in the deepest and most subtle ways. After an overview of concepts and issues associated with communication strategy, culture, organizational communication and management the paper describes the current Croatian tourism and hospitality industry and its position in the international market. For Croatian tourism and hotel management it is important to understand its environment, especially in cultural context. The globalization process will continue, because tourism and hospitality are global businesses, world industries without boundaries. The international tourism and hospitality industry market is saturated with supply. As for the quality it is a fundamental factor for market survival today. Competitiveness and profitability are the main factors of efficiency for meeting the wishes and needs of the consumers. In order to improvement the last part of paper shows characteristics of Croatian tourism and hospitality industry and suggests a method for applying the communication strategy.

communication strategy; culture; organization; tourism and hospitality industry

nije evidentirano