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This chapter presents a comparative study of the trends and patterns of communication and tourism research in Brazil and the United States over the last 20 years. Through a bibliometric analysis of the CAPES and EBSCO databases, the study identifies the main theoretical and methodological references, classifies the fundamental themes in the area, and describes the role of communication for tourism. The results indicate the predominance in North American scientific literature of research related to the image and the brand of the tourist destinations, as well as the measurement and the evaluation of the communicative strategies. On the other hand, Brazilian research presents a greater diversity of approaches: destination image studies, tourism consumption, tourist narrative analysis, identities, social networks, community-based tourism, sports, and ecological tourism, with an explicit recognition of the dangers of sexual objectification and dehumanization within tourism. The survey showed that the scientific community has a strong interest in this area, signaling a search for knowledge to deepen the conceptual understanding of the subject. Thus, this chapter provides insights regarding the opportunities and directions for the next decades of research in this field of study.

This chapter relies on descriptive case studies from various regions around the world to better explain critical elements for the effective marketing of destinations. The authors put forward a theoretical framework, entitled the destination marketing triangle (DMT), that sheds light on the complex relationships and on the interconnectedness of three dimensions of destination marketing. Their model suggests that destination leaders ought to work closely with tourism service providers and to continuously engage with tourists through traditional and digital media. This way, they can improve the experiences of their visitors and prospects. At the same time, they could build a solid brand identity for their destination.

What are the academic experiences of senior professors in the field of public relations (PR) at the Brazilian universities? This chapter proposes the advance of knowledge on the theoretical framework of contemporary liberal feminism by refining the previous theoretical and methodological publications. This theoretical lens prevails in earlier works, with empirical studies grounded in industry and corporate environments – mainly done by researchers from the United Kingdom, North America and Scandinavia, while PR feminist postmodernism appears in European literature – all scarce in Brazil and Global South (Latin America and African nations). Moreover, studies applying female or male PR scholars in university settings are rare in national and international literature. Hence, we gathered data and analysed narratives from seven senior female PR professors from Brazil, using an interpretative qualitative approach. Thus, this chapter about the female PR academic experiences and everyday practices highlights the starting point for an onto-epistemological discussion to understand the liberal feminist educational-based context in a Latin American country. Henceforth, two conceptual-practical dimensions – feminist PR competence and feminist PR performance – along with three methodological recommendations are presented for enhancing the contemporary liberal feminism theme as a robust research domain in PR and Strategic Communication agenda.

This chapter provides an overview of entrepreneurship in Montenegro, through various aspects of the analysis. The chapter begins with an analysis of the role and importance of the development of entrepreneurship in Montenegro, followed by an analysis of the institutional and strategic framework for supporting the development of entrepreneurship. In this sense, a significant segment of the chapter is the analysis of various strategic documents, with a special focus placed on the role of the entrepreneurship development strategy, as well as the institutions responsible for the creation and implementation of entrepreneurship policies in Montenegro. The study also includes state measures, that is, support programs for the development of entrepreneurship, and thus the overall Montenegrin economy, which belongs to the group of less developed countries. In addition, the chapter indicates the importance of entrepreneurial learning in the development of entrepreneurial activity. The analysis shows that entrepreneurship is a concept that is increasingly used in Montenegrin economic theory, but also that it is increasingly present in everyday life, which is confirmed by numerous examples from practice. Therefore, through a multi-context analysis, the study depicts the environment for entrepreneurship development in Montenegro, including an overview of the state support, the influence of various factors, as well as certain forms of entrepreneurship that are current, and those that may be promising. The chapter ends with recommendations and guidelines for the further development of entrepreneurship in this country. With this regard, the key elements for increasing entrepreneurial activity are recognized in multiple support for a greater number of people to get involved in business, as well as in the improvement of a favorable business environment through the strengthening of institutional and infrastructural support.