WORD-OF-MOUTH COMMUNICATION STRATEGIES FOR TOURISM <BR> DOI: 10.5585/remark.v8i2.2136

Abstract

The current study deals with the relevance of the word-of-mouth communication in the tourist activities and its peculiarities, communication processes and strategies concerning the promotion of the tourist product. It also presents several factors that turn the tourism into a social, economical and cultural activity susceptible to the word-of-mouth communication promoted informally, intentionally or not, by actors and opinion leaders that act sending messages that feed the word-of-mouth communication, making the destination, the products and the people known, without using mass communication.