Communication and Technology in Tourism-Synergy in force

‘ndia is fast emerging a digital friendly economy. ‘Tourism is one of the most sought after avoeations for people.

- PROF. K.S CHANDRASEKAR

Marketing communication has become the backbone of the effective functioning of an organisations in the information technology era. Many companies are very much dependent on the services provided by these players in the market. This is only in the nascent stages and once the technology grows, it will also grow in the same proposition. We are now talking about going "global which means every such organisations should start looking at the basie impediment of language problems. The complexities of business increase to the maximum and hence top management of research organisations should give more importance to cross cultural communication. What is considered okay in one society may be a taboo in another one. This is where tourism products can be affected. With the advent of sophisticated technologies, it becomes easier for a manager to communicate. We are now living in the era of interactive communication. ‘A person at Venice can easily talk with a person in Baroda through a video terminal. Technology has shaped the way eommunie: tion is dealt. Expert have suggested that a person's own travel files, as a vacation planning reference, was more popular than information sources previously reported in travel studies. These tourists considered themselves skilled and experienced travelers, were familiar with the destination, and had strong intentions of visiting the destination. From this it is clear that these tourists not only rely on their own experiences but also browse and understand the tourist spot with aecurate details using Internet.

The role of integrated marketing communication in tourism was effectively presented by Yu et al wherein they embarked on the need for integrated marketing communication of heritage destinations. Yu cited publie relations, advertising and direct sales promotion as the three major areas to be concentrated for communicating with the tourists.