Original scientific paper

EMPIRICAL RESEARCH OF INTERACTIVE COMMUNICATION IN THE PROCESS OF EDUCATION IN THE FIELD OF TOURISM

Božidar Veljković ; Faculty of Tourism, University of Maribor, Maribor, Slovenia
Mario Plenković ; Department of Communication Science, Faculty of Graphic Arts, University of Zagreb, Zagreb, Croatia
Milan Ambrož ; B&B Education and Training, d.o.o., Kranj, Slovenia

Abstract

The paper presents quantitative results of the conducted empirical research, with the purpose of systematic qualitative analysis of the influence of interactive communication on the process of training personnel for the tourism. Empirical research was conducted in the dynamic interaction between researchers and respondents, on a random sample (N=512) of students on the high institution for personnel training in tourism »Turistica«. Researchers used the method of multivariate regression and factor analysis. In conducted research, the authors are viewing tourism as a sociocultural phenomenon in interaction space of joint tourism work and living, in which different educational culture and communication at all levels of tourism education (globally, regionally, nationally and locally) are facing.
The results of the empirical studies point to the necessity of establishment of a new interactive learning and communication culture in the process of higher education in tourism. The new interactive communication culture involves the use of new methods and technology of organization management of the teaching process to a competent training for new communicative discourse of tourism (educational, professional, public, special, touristic-corporative, governmental, touristic-political, media, web and promotional). Research has shown that a new educational and communicative touristical discourse implies acquirement of new interactive, communicative and translatological competence and knowledge for management of dialogue between different cultures in the process of tourism and corporate social communication and tourism activities. New interactive education in tourism involves the acquisition of new knowledge in touristic communication, methods and technology in e-education of teachers / instructors and students for the effective media use and communication technology in tourism education.
Research is systematic longitudinal sequal in the frame of scientific project »Croatian media communication in convergent environment« as a basis for establishment of international scientific project »Intercultural touristic business communication«.

Keywords

Interactive communication; education; tourism; learning culture; media; leadership

Hrčak ID:

63966

URI

https://hrcak.srce.hr/63966

Publication date:

30.12.2010.

Article data in other languages: croatian

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