Third International Conference on Tourism & Leisure Studies

Abstract

The globalisation of markets has led destination marketing organisations to question whether their marketing strategies should appeal to cultural convergence or divergence, both in the media to be used and in the content to be communicated. This study investigates the following phenomena: “cultural-convergence” and “media-convergence.” Understanding the relationship between them will serve as a tool for destination marketing organisations in the development of their communication strategies, as they will be able to know what social media to use to best reach each culture. The results of this study, which uses data from seventeen European countries, add interesting conclusions to the discussion on cultural divergence in tourism and “marketing-convergence.”