The uniqueness of this research lies in its effort of exploring the communication and media adaptation in Small\r\nand Medium tourism Enterprises. Literature is reviewed from both qualitative and quantitative perspectives. The\r\nmixed approach was used and on the basis of this review some research hypotheses are formulated. Data for the\r\nqualitative section was collected from semi-structured reviews with 13 managers of tourism companies. The results fill\r\na gap in the literature, particularly in media research and provide evidence and support for hypotheses.
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