Tourism and recreation in the XXI century: problems and prospects

TOURISM AND RECREATION IN THE XXI CENTURY: PROBLEMS AND PROSPECTS
3-4 May 2019
210
Baku, Azerbaijan

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PROCEEDINGS 
 
 - PART V - 
 

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BÖLMƏ 5. TURİZM VƏ HOTEL TƏSƏRRÜFATI 
 
INTERCULTURAL COMMUNICATION,
PR AND ADVERTISING IN TOURISM 
 
Ph.D. Assoc. Prof .Tihomir LICHEV 
Ph.D. Assoc. Prof.Katya LICHEVA 
D.A. “Tsenov Academy of Economics” – Bulgaria, Svishtov 
Abstract: 
By nature, the tourism business is a cross-cultural and transnational phenomenon. It brings 
together representatives of communities from different regions and ends of the world. Tourism is 
borderless communication where information is intensively exchanged. In today's highly competitive 
environment, success is impossible without a broad application of advertising and also of P.R. While the ad 
has an established status. The P.R. is a modern trend related to the ethical and psychological approach to 
the activity. These are two powerful means of communicating and impacting people.
 
Keywords
: tourism, communications, psychology, advertising, P.R.
Introduction 
The tourism business is a cross-cultural and transnational phenomenon. It brings together 
representatives of communities from different regions and ends of the world. Tourism is borderless 
communication where information (thoughts, ideas, knowledge, experience, feelings) is intensively 
exchanged. There is a movement of people, goods and artifacts of culture; revealing a variety of values 
and views of the world. This type of communication provides a strong imprint on the nature of the 
person, contributing to the expansion of consciousness and changes in the stereotypes of life of large 
groups of people. 
The business environment is the planetary economic, informational, ecological, cultural, 
geopolitical and other space - the space of a globalizing world, abounding in models of interpersonal 
and inter-group communication [1, p.16]. Given the scale of the tourist movement and its role in the 
development of modern societies, it is not by accident that the 21st century is also referred to as the 
"century of tourism". 
The tourism system is a cross-section between the economy, society and the environment. The 
major policy maker at the macro level is tourism policy. 
In modeling the tourism system, researchers emphasize its consideration as a dynamic, 
heterogeneous, anthropocentric, manageable and simultaneously self-managing open system based on 
the interaction between supply and demand. Offering covers information, advertising, attractions, 
transportation, and service.