TOURISM AS AN OPEN COMMUNICATION SYSTEM

Abstract

Considering tourism as an open communication system is justified and necessary in the conditions of revolutionary transformations in processes, products, relationships, technologies and strategies. The Tourism system acts as an open and complex structure, consisting of many and functionally dissimilar subsystems. These are independent, relatively separate parts with their own structures, their own mission and field of activity. However, the building blocks of this system cannot be considered as autonomous, internally homogeneous parts, united around a single goal. They are opposing subsystems with deeply different interests, often leading to conflicts in terms of goals. Nevertheless, the foundations of the Tourism system are the unity that represents and objectifies it through a fundamental social law - the law of synergy, requiring integration of efforts and one-sidedness of actions (with a direct impact on the final result). The application of this law is possible only through communication.

To achieve the effect of synergy in a communication system, it is necessary to direct, distribute and coordinate (unite) the energy, actions and behavior of people in its constituent units. Since all subsystems are interconnected and dependent on each other, the malfunctioning of even the smallest component in any of them can affect the system as a whole. Therefore, the communication performance of each of its units, of each collaborator, is important for the overall success of the organic whole.