Pragmatics of Communication in Digital Tourism Marketing

Christina   Slavova

Christina Slavova Sofia University

Keywords: pragmatics of communication, tourism marketing, online marketing, classification of tourists, Airbnb

Abstract

With the development of digital marketing in general the tourist service also entered in a "new offering dimension". Online sales started modelling the market in a new way as the communication user - merchant passes through "electronic" intermediaries. The study aims to examine the pattern of relations in this communication in terms of pragmatics - between the characters and interpreters in this context. Classification of tourist is applied as this is determinative for his searches as a customer. The analysis contains sites for hotel services and accommodation that completely changed the relationship user - travel agent and the model for interactive communication platforms for ranking and evaluation of tourist service by consumers. Among them we can put social networks who have become now the most common means of communication feedback. The study ends with the most current phenomenon in digital tourism marketing - the online platform Airbnb. From the current analysis will be drawn conclusions in the context of destination Bulgaria as a tourist product in the digital world.

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