Understanding that the customers/consumers satisfaction of tourism products relates closely  with the consumption of everything that can make them happy, and that for the Millennium and Z generations there is a constant concern not to fail to perceive, we focused our attention on the theme of the creativity in tourist spaces and products through the transmission of information via digital communication versus personalized communication. We will reflect on the importance of communication in the quality of tourism services, inferring in our discourse the theme of authenticity, not forgetting the role of the client/consumer as a manager or multiplier of informative content through 2.0 technologies. We will try to understand the logic of coexistence of varied concepts of information transmission, used in the tourism and hospitality services, that embodies the cultural elements which constitute part of the attraction factor of the places. Traditional service, coupled with the concepts of Cognitive Computing and communication based on shared data are the main issues of reflection in this paper.

Research methodology:

Our work-based mostly on the literature review, in a perspective of strategic communication, the coordination of the digital communication / personalized treatment binomial is urgent, particularly in service companies and in the type of tourism products we address. A small survey was conducted to a group of students from a class in the Hotel Management course of ISEC Lisboa to perceive their acceptability of IA technologies in tourism services.


At this time, when digital communication almost took over global knowledge, it can not be positioned without a vision of their integrated planning and aligned in the global strategy of communication and organization in means of sustainability of the resources that configures the originality of all that. Technological development has given people power once restricted to the media. The virtual environment provides the closest and directed relationship and the client today has to be seen as a kind of co-producer in the realization of the services in the real full respect for the cultural heritage. The tourist can be an essential element in the sustainability process of the visited cultural environments, if he has the right codes for the interpretation of the information that is vehiculated by private and public tourism stakeholders; thus the local cultural identities can be maintained as real attractions.


Keywords: Communication, tourism, attraction, knowledge, technology, heritage.


Nombre Adscripcion Procedencia
Ana Pereira Neto ISEC Lisboa and CHAM, FCSH, Universidade NOVA de Lisboa, Universidade dos Açores Portugal