Fonte: Turismo y Sociedad; Vol 23 (2018): July-December; 59-84
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Resumo: This article aims to analyse the theoretical basis and the current trends of the communication strategy in a city and provide a global overview of the tourist communication strategy in Ratisbon (Germany). The main results reveal that the tourism market in this destination is in full development. Nevertheless, the investigation of the communication strategy in Ratisbon has shown a clear trend for the future: the growing influence of the city´s image on the increase of tourist arrivals and consequently, the resulting loss of effectiveness of the communication tools
