There are several paths in marketing to communicate with the consumers. More creative ways are reaching to the market increasing the fascia and trying to overcome customers' demands. Consumers have changed and are now more informed, demanding, and empowered. They are talking with brands and about them with other consumers but also about their personal experience, which means that the impact of the communication between them has evolved in massive terms. The new trends in digital communications has brought profound changes to the tourism sector. Tourists are now more critical in their decision-making process. The increasing access to new technologies by individuals has made travel research and planning easier, placing the stakeholders in a permanent challenge to meet the consumer's needs. In this respect, some points come out: are the new means of communications fundamental determinants in the consumer decision purchase in tourism products? Will companies beneficial to start including this new means as communication tools? Should they be incorporated in their communication plans?

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Consumer behaviour,eWOM,IMC,ICT,Consumer journey

• Economia e Gestão - Ciências Sociais