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 Word-of-Mouth 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 Word of Mouth (WOM) is from interpersonal communication, Electronic Word of Mouth (eWOM) is consumer reviews about product and service through the Internet. WOM may be negative (NWOM) or positive (PWOM). 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 stronger effect then positive information on consumers, as negative feedbacks tend 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. QRCs In advertising and product communication Quick Response Codes 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. RTM Real-Time Marketing 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 travellers can range from instructions on what to do in the midst of a weather emergency, to more entertaining communication as informing a visitor that has shown affinity for tennis on social media that a tournament is taking place nearby. Adapted from: https://researchleap.com/modern-marketingcommunication-tourism/ https://www.bartleby.com/essay/The-Effect-of-Positive-andNegative-Word-F38EZCYD386VS https://www.postalytics.com/blog/qr-codes-in-marketing/ https://www.phocuswire.com/destination-marketing-part-3-smarttech-smart-tourism conversely: al contrario impair: danneggiare to enable: mettere in grado 266 review: recensione word of mouth: passaparola