Review article
Strategic communication management and the role of the media in the development of sustainable rural tourism - an integrative literature review
Manuela Bukovec
; Doktorandica Sveučilišta Alma Mater Europea, Maribor (Slovenija)
Abstract
With an interesting media portrayal of a particular region, emphasizing its unique features
such as food, wine, olive oil, or lavender fields, digital media and social networks are
playing an increasingly important role in spreading the positive impact that sustainable
rural tourism can have on local communities and the environment. New communication
channels provide the opportunity to establish contact simply, quickly, and affordably. The
aim and purpose of this work is to sublimate the results of research on the development
of sustainable rural tourism and how the media today influence that development. Analysing
the results, the author concludes that strategic communication in rural tourism is a
sophisticated and complex process that must be precisely designed and based on a set of
elements that will make a destination interesting and desirable, and that communication
channels must be tailored to the target audience.
Keywords
sustainable development, rural tourism, communications, media, wine tourism, local food
Hrčak ID:
318027
URI
Publication date:
18.6.2024.
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