CASE STUDY TOOLS OF MODERN MARKETING COMMUNICATION IN TOURISM The advent of digital technologies has enabled tourist professionals with additional channels to promote their product, giving them the opportunity to reach a wider audience in a more timely and affordable way. Adding to traditional marketing communication tools like advertising, personal sale, participation in fairs and exhibitions, sponsoring, and sales promotion, there are now many new ways with which the marketing specialist working in the sector of tourism could wake up the interest of potential visitors. Here are some examples. WOM Marketing (WOM) is the process of actively influencing and encouraging discussion about a brand or a product. It is focused on inducing the effect of the oral spread of "advertising" between customers themselves as part of the marketing buzz. While is from interpersonal communication, is consumer reviews about product and service through the Internet. WOM may be negative ( ) or positive ( ). Studies have found that PWOM is likely to support and improve a consumer's brand image, while, conversely , NWOM is likely to dissuade potential buyers and impair* the reputation of the relative brand. It is widely believed among marketers that negative information has a stronger effect than positive information on consumers, as negative feedback tends to make potential buyers more cautious and discourage them from buying, while not always a positive review is enough to convince the buyer to purchase. Word-of-Mouth Word of Mouth (WOM) Electronic Word of Mouth (eWOM) NWOM PWOM QRCs In advertising and product communication have become a very frequently used tool for their easiness and immediacy. Scanning QR codes provides details about a brand, product, or campaign, with the information quickly going to the user's device: for instance, you might scan a QR code from a magazine or a billboard, then be taken to a webpage for that particular product, with product information and marketing materials. Also, they could allow for sending an email or text message, downloading an app, or sending coupons, thus proving a real asset to marketers. Quick Response Codes RTM is marketing that is based on up-to-date events. Whereas marketing creates a marketing plan in advance, real-time marketing creates a strategy focused on quickly responding to current, relevant trends and immediate feedback from customers. It aims at connecting consumers with the product or service that they need in that moment; for example, information provided to travelers can range from instructions on what to do in the midst of a weather emergency to more entertaining communication, such as informing a visitor that has shown affinity for tennis on social media that a tournament is taking place nearby. Real-Time Marketing Adapted from: https://researchleap.com/modern-marketing-communication-tourism/ https://www.bartleby.com/essay/The-Effect-of-Positive-and-Negative-Word-F38EZCYD386VS https://www.postalytics.com/blog/qr-codes-in-marketing/ https://www.phocuswire.com/destination-marketing-part-3-smart-tech-smart-tourism GLOSSARY : : : : : conversely al contrario impair danneggiare to enable mettere in grado review recensione word of mouth passaparola