Marketing Communications in a Virtual Environment – Opportunities and Challenges for Companies in the Tourism Sector

Abstract

The development of communication-information technology has led to the
\ntransfer of the communication process to a virtual environment influencing
\nwhile at the same time providing an opportunity and a challenge for the
\ndevelopment of marketing strategies. This article presents a literary overview
\naimed at clarifying key concepts and processes related to transformations
\nin internet marketing, and systematizing definitions functioning in that field
\nof science. As a part of the analysis, the article includes a case study of an
\ninternet marketing communication tool, and one of the major virtual tourist
\nagents, Booking.com.