Interkulturalni konflikt u turizmu i odnosi s javnostima
INTERCULTURAL CONFLICT IN TOURISM AND PUBLIC RELATIONS

Summary/Abstract: Tourism, on the one hand, enables to understand our own values and particularities through interaction with different cultures. When the two sides are deprived of information about the Other, we have the basis for misunderstanding and creating prejudices and stereotypes that represent serious communication and perception barriers of the Other. Public relations play an important role in strengthening communication at the destination with the aim of overcoming cultural barriers and preventing intercultural conflicts. One of the cultural barriers that is particularly sensitive is the religious one. In this paper, the concrete example demonstrates the importance of quality intercultural communication in tourism and what is the role of public relations in this context.

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