The intent of the present paper is to analyze the new organization forms of logic that have emerged in the tourism industry over the last fifteen years, both in Europe and Asia. Development of the Information and Communication Technologies, specifically the Internet, has forced the businesses concerned to take the boom in e-commerce into account and innovate. It has led them to change their traditional communication architecture to adapt to an ever more heterogeneous public, adding specific, more closely targeted initiatives to their main advertising strategy (advertising, public relations, promotion and direct marketing) and harnessing a range of different communication channels (press, radio, television, cinema, poster advertising and the Internet).
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