Communication activities of tourism businesses in Szeklerland in a changing tourism environment

Abstract

Changes in the tourism industry, such as the rise of digitalisation, the emergence of the new tourist and the spread of experience tourism, have created challenges to which tourism operators must respond. There has been a significant shift in demand in the tourism markets, changing consumer needs and expectations, changing communication tools and channels, and a need to rethink the whole marketing communication activity, as previously successful methods are now proving less and less effective. The paper takes a look at the communication tools and methods that can provide solutions in this changing environment and describes how tourism operators in a particular region (Szeklerland) are adapting to changing consumer habits and how this is reflected in their communication practices.