MARKETING COMMUNICATION OF TOURIST ATTRACTIONS ON THE EXAMPLE OF POSTINDUSTRIAL SITES IN POLISH – CZECH BORDERLAND

Abstract

Purpose. Defining tools of tourist attraction communication with a client with the use of using modern technologies and comparative analysis of their use on the example of fifty postindustrial attractions from the Polish-Czech Borderland. Method. Based on literature, a model of marketing communication between attraction and tourist has been elaborated. Research on tools of modern communication based on analysis of websites, social media presence and mobile application offers of fifty cases. Findings. Research results proved the differentiated approach to communication with the use of modern technologies in case of postindustrial attractions. They allow to define the popularity of certain tools and made mistakes, indicating the needs in the future. The found gaps mostly consider lack of www sites or very low visual and substantive quality or lack of C2B communication channels. Research and conclusions limitations. Research regards only postindustrial sites in selected provinces of Poland and Czech Republic. Analysis is limited to the form of communication with the use of modern technologies. Practical implications. Research allows to define the degree of advancement in adapting technological innovations in communication with a client. They indicate novel solutions and the course of action to be followed in the future compared to modern trends of growing demand and engagement of a consumer in the process of product creation. Originality. The use of modern technologies in marketing communication is a relatively new research field, especially when it regards tourism. Type of paper. The article presents the results of empirical research.