INTRODUCTION
As a result of globalization, the borders between the countries have started to disappear. The transportation became much more easier compared to the last century, even the last decade. There are many airplanes going to the other end of the world every single day (Business Week, 2005). Moreover, after the foundation of European Union, the permission of free flow of people between the member states; in other words, after the elimination of the borders, people do not prefer to go to their summer houses anymore, but to other countries in their spare times. All of these lead to the growth of the tourism sector.
In today’s world, there are many kinds of tourism including; business and conference tourism, cultural and historical tourism, sex tourism, health tourism, spa, sports and adventure tourism, event tourism, and space tourism (L’Etang, Falkheimer, Lugo, 2007). In order to attract consumers to various choices in this highly competitive market, there are many marketing and management tools that shall be taken into consideration. The most important of these tools is public relations which play a role in constructing images of locations, activities and identities (Morgan and Pritchard, 2001) which will be discussed further. Public relations’ role is not only attracting visitors but also to keep them happy after they arrive (Wilcox, Ault, Agee and Cameron, 2000). Its primary purpose is to:
“...effectively support other sales and marketing activities attempting to build up a positive image of a company and its products and services”
(Roberts, 1993: 132).
Furthermore, another role of public relations is to save money for the organisation by building relations with public that “constrain or enhance the ability of the organisation to meet its mission” (Grunig, cited in Deuschl, 2006).
Table of Contents
1. INTRODUCTION
2. RELATIONSHIP OF PUBLIC RELATIONS AND TOURISM
3. Public Relations as a solution to crisis in tourism
4. CONCLUSION
Objectives and Key Themes
This academic paper examines the strategic role of public relations (PR) as a vital marketing tool within the tourism industry. It explores how PR practices contribute to brand construction, the management of destination imagery, and the crucial function of communication in maintaining visitor satisfaction. Furthermore, the paper investigates the utility of public relations in managing crises and mitigating the negative impacts of unpredictable events on tourist destinations.
- Strategic integration of PR in tourism marketing and sales.
- Construction and management of destination image and perception.
- The utility of PR tools such as press releases, fact sheets, and special events.
- Public relations as an essential framework for crisis and post-crisis management.
- The economic impact of effective media relations and corporate communication in tourism.
Excerpt from the Book
RELATIONSHIP OF PUBLIC RELATIONS AND TOURISM
Public relations differs from other marketing tools –mainly advertising- in communicating messages because it is the public relations that best creates the launch of a brand, as it has a greater credibility. Moreover, public relations is quite inexpensive compared to advertising (Raza, 2004; Ries, 2004).
Public relations is becoming the one of the most important parts of marketing and sales functions of tourism as its definition includes “to promote improved understanding between operators and their public” (Roberts, 1993). Increased competition in the industry forces the operators to create awareness of a new product or facility for the customers. Images are built and created by public relations through print media, word of mouth, and the attitude of the targeted audience. If done properly, potential tourists will know how they will benefit, learn and grow from visiting a particular site or event (Krapfl, 1998). As Witt, Brook and Buckley (1992) mention, tourism market is characterised by freedom of choice on the part of the individual in terms of selection of destination, transport mode and so on and by strong competition among the various segments of industry (including the destinations) that supply the market (Witt et al., 1992: 41).
Summary of Chapters
INTRODUCTION: The introduction outlines the growth of the global tourism sector due to globalization and reduced travel barriers, establishing public relations as a key tool for constructing destination identity.
RELATIONSHIP OF PUBLIC RELATIONS AND TOURISM: This chapter details how PR functions as a credible, cost-effective alternative to advertising, focusing on media relations, corporate communication, and the strategic use of tools like press releases and special events.
Public Relations as a solution to crisis in tourism: This section addresses the vulnerability of tourism to external shocks and details how PR strategies, such as crisis management and post-crisis recovery communication, can restore a destination's image.
CONCLUSION: The conclusion emphasizes that public relations is an indispensable partner to tourism, essential not only for attracting visitors but for ensuring long-term satisfaction and economic stability.
Keywords
Public Relations, Tourism Marketing, Destination Image, Crisis Management, Media Relations, Corporate Communication, Tourism Industry, Consumer Behaviour, Brand Credibility, Post-Crisis Recovery, Advertising, Destination Management, Tourism Economics, Lobbying, Reputation Management.
Frequently Asked Questions
What is the core focus of this research?
The work focuses on the intersection of public relations and tourism, specifically evaluating how PR serves as a marketing and management instrument to build destination brands and support organizational goals.
What are the primary themes explored?
Central themes include the strategic implementation of PR tools, the importance of media image in destination selection, corporate communication, and the role of PR during industry crises.
What is the main objective of the paper?
The objective is to demonstrate that public relations is a critical, cost-effective tool that aids in both attracting new visitors and maintaining the reputation of tourism destinations.
Which methodology is applied?
The research is based on a synthesis of existing literature, consumer behavior studies, and industry-specific case examples regarding PR practices in the hospitality and travel sectors.
What does the main body discuss?
The main body examines the specific tools of PR (press releases, websites, events), the psychological construction of destination visitor images, and the application of PR during catastrophic events or market crises.
What key terms define this work?
Key terms include destination image, crisis management, tourism marketing, media relations, and corporate communication.
How is PR used during a crisis in the tourism industry?
PR is used to manage media coverage, maintain transparency to avoid suspicion, and facilitate post-crisis recovery by effectively communicating that a destination is safe and ready for business.
Why is PR often considered more effective than advertising in tourism?
PR is considered more credible and cost-effective than traditional advertising, as media coverage resulting from PR is often perceived by the public as impartial rather than promotional.
- Quote paper
- Melis Ceylan (Author), 2007, Public Relations as a tool of tourism marketing, Munich, GRIN Verlag, https://www.grin.com/document/85740
