The multicultural communication and its influence on the international tourism industry

Abstract

Introduction: After World War II, a new international system was established and it stimulated reduced Introduction: After World War II, a new international system was established and it stimulated reduced trade barriers and formed new international economy. Entrepreneurs asked for deeper analysis of culture as found multicultural communication an important part of business. This way, International tourism deserves deepened analysis as entire structure of it is multicultural communication and recent tourism trends warns against need to be prepared to revise existing organizational standards of international tourism enterprises. The aim of this article is literature review identifying issues of multicultural communication related to international tourism business in the discourse of globalized societies. Methods: It defines areas of further research to make evaluation of multicultural communication interaction to international tourism and propose issues for discussion related to new challenges of customer relations in the context of changing market situation and further growth of the importance of cultural communication in tourism. CZU 338.48(100); JEL: F00, F10, F15; DOI https://doi.org/10.53486/9789975147835.02