No abstract

Digitalization, networking and information sharing have brought to the paradigm shifts in both business and marketing communication. Extant scholarly and practical studies emphasize the importance of digital

This article highlights a necessity of adjusting the marketing mix to tourists' requirements. The tourists are no longer limited only to the purchase of souvenirs and local artefacts. Shopping has become an important part of the overall tourist experience and tourists are becoming a very important target group for shopping centres marketing.

No abstract

No abstract