CONTENT MARKETING - A NEW FORM OF POSTMODERN COMMUNICATION IN TOURISM
Abstract
In the context of changing marketing paradigm and the pass from modern to postmodern marketing concept, the communication between consumers and organizations has been changed. With the development of interactive communication, the consumers are getting a greater influence on the consumer process. Internet as dominant communication channel has influenced on the high level of information availability, as well as on the proliferation of well-informed consumers and their impact on the environment.
This paper examines theoretical base and main characteristics of postmodern marketing and its concrete implications on the tourism market. Considering global trends of contemporary marketing, the purpose of this paper is to identify general tendencies in marketing in order to associate them with basic postmodern theories of French philosophers and to indicate new forms of marketing communication in tourism. The paper analyzes elementary features of content marketing and its present professional and academic research results.
Keywords: postmodern marketing, content marketing, tourism
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