Integrated Tourism Development: A Conceptual Study

This assignment focuses on the conceptual study of an integrated and participatory approach to sustainable tourism development by Jha and Mishra (2014). It involves analyzing residents' perceptions of tourism development in Macao (Liao et al., 2015) and exploring consumer preferences in hotel room booking (Liu et al., 2014). Additionally, it considers the role of political leaders as advocates for the tourism industry (Knollenberg et al., 2016), community leadership in rural regions (Moscardo, 2014), natural quiet as a feature of green tourism (Votsi et al., 2014), and the case for offshore wind farms and sustainable tourism in the French Mediterranean (Westerberg et al., 2013). The assignment also touches upon heritage cuisines, regional identity, and sustainable culinary systems (Timothy & Ron, 2013) and consumption of sodium and salted foods in relation to health (Takachi et al., 2014).

PUBLIC RELATION
AND PROMOTION IN
TRAVEL AND
TOURISM

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1 ................................................................................................................................................1
1.1 Define the various role of public relation as promotional tool. .......................................1
1.2 Description on the diversity of the public and audience inclusive of the stakeholders in
particular destination..............................................................................................................2
1.3 Description on the significance of the public relation as the promotion tool in travel and
tourism. ..................................................................................................................................3
LO 2.................................................................................................................................................4
2.1 Description on the range of the promotional skills and public relation. .........................4
LO 3 ................................................................................................................................................5
3.1 Description on the key media used for the campaign and relation between department and
media......................................................................................................................................5
3.2 Define the relationship between the public relation and media. .....................................5
3.3 Description on evaluation of appropriateness of media...................................................6
LO 4 ................................................................................................................................................6
4.1 Draw public relation plan which helps to identified objectives and public.....................6
4.2 find out the effectiveness of public relation plan.............................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
The travel and tourism is consisted of various factors which is really hard to manage. In
order to make this service effective the various kind of the promotional tool is need to be used. It
is really very important to understand the need of PR and their role in the travel industry. The
present report has chosen the tourist destination as the Britain. The main aim is to marking about
the Britain so that the value of tourism to the Britain can be enhanced (Takachi and et.al., 2014).
In Britain there are 21 countries with the help of effective promotion the economy of the
countries can be improved. Therefore, it can also become the large attraction in the eyes of the
visitors. With the help of public relation and promotion camping the things can be implemented
with the period of 6 months. The present file has covered the following aspects like evaluation,
importance, role, uses, and types of media used by PR. The main aim is to enhanced the selling
services in relation to the travel and tourism. With the help of effective and efficient PR the need
of the customer can be identified and it can be full filled so that the economy of the country can
get improvised.
LO 1
1.1 Define the various role of public relation as promotional tool.
The selected destination in this manner is Britain. There is 21 countries which is need to
be promoted by the PR in order to earn large amount of the revenue. The most attraction part of
this destination is various sea side resort where the visitors can enjoy their leisure of moments.
The PR helps to give the favourable image to the products and organization. This all are very
helpful in manner to meet the business objectives effectively. The main target of the PR is to
attend the publicity so that firm is able to ear the high amount of the profitability and the
productivity (Takachi and et.al., 2014). The activities of the PR is very helpful in order to getting
customer aware about the product and services in the market so that firm is able to make the
better decision. This kind of the factors are helpful in relation to make the positive and negative
image in the mind of the person. This can be true to said that it is very essential to maintain the
good relation with the owners, stakeholders and non profit organization. This kind of the
activities are very helpful in order to earn the huge amount of profitability in the market. In order
to perform the role of PR he should do the things which can able to encourage the promotional
techniques (Knollenberg, McGehee and Perdue, 2016). The tourism can be promoted with the
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using of various kind of the promotional techniques which is defined in the following manner are
as-
Technology- The technology plays the important role in order to transfer the useful information
from one place to another. With the adoption of computer technology and uses of internet the
more number of the customer can be approached.
Illustration 1: Public relation
(Source: Why Use Social Media For Public Relations,
2017)
Press release- with the help of the articles in the newspaper, television are helpful in order to
promote the destination.
Brochures- This is to be made by the travel agency in the attractive manner so that it can able to
gather the attraction of various number of people.
Leaflets- this technique is very helpful in order to send the mail shots to the potential customers.
In this manner it can be true to said that the well planned trips sometimes end in the
terrible manner (Takachi and et.al., 2014). This happens due to various issues such are as delay
in timing of flight, unfavourable climate and all other kind of the function. In order to make the
all process effective it is very essential to have the cheerful trip guider so that he is able to
manage the all the function of the trip in the smooth manner.
1.2 Description on the diversity of the public and audience inclusive of the stakeholders in
particular destination.
It is very essential to have publicity of the travel and tourism sector so that more number
of the customer can attracted towards their services. In this manner the business enterprise play
important steps in order to carry the business activities in the smooth and effective manner. In
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order to earn high amount of profitability it is very essential to promote the tourism service in the
market. This all are defined in the following manner are as-
Customers- The customer are the main part in order to enhancing the growth of the
particular firm. They need to timely communicate about the product and services available in the
market (Takachi and et.al., 2014). There is need to be full filled so that the firm is able to make
the enough profits. With the help of this kind of the factor the enterprise able to maximize the
satisfaction of the customers.
Supplier- they also create the specific bond in relation to full fill the profitability of the
enterprise in the market. In this it can be identified that the tour promoter also play the role of
suppliers. They need to make many efforts in relation to timely communicate the good source of
knowledge to the customers.
Distributors- in this relation it can be true to said that they play role of intermediate.
There is the effective connection between the customers and service providers. They need to set
those standards which will be helpful in relation to attract the customers by showing effective
rate of packages (Hanafiah and et.al., 2016). In this manner the good strategies is need to develop
so that firm can able to operate its function in the effective manner.
Employer- they are the main person who need to play the activities of the business in the
efficient manner. They are the main person has to run the business activities in the smooth
manner. They are the main backbone to the business enterprise who need to manage the all
working of the firm.
Investors- they are the main element with the help of their investment the tourist place
can be improvised. This kind of the factors are very helpful in order to enhance the vale of the
place. The investor is the person who is responsible to bring the changes so that destination can
be come the major source of attracting the customers in the large manner.
1.3 Description on the significance of the public relation as the promotion tool in travel and
tourism.
The PR is the important promotional tool which used to play important role in the travel
and tourism sector. They are the person who have to play multiple role such are as making
destination better, building image of the firm in the eyes of the customer. They are the person
who is responsible to have effective publicity of the product in the market. With the help of the
promotional technique the enterprise is able to maximise the large amount of the profitability in
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the market (Austin and Pinkleton, 2015). There are the various kinds of the activities which is
need to be played by the PR and it is defined in the following manner are as-
Marketing and advertising- with the help of this kind of the factor the large number of the
customer can easily get attracted towards the working of the people. This kind of the factor
generally impacts the demand of the consumer in the market. They need to make effective
advertisement so that large number of the customer are able top covered.
Building creditability- it is very essential to operate the function of the firm in the smooth
manner. In order to make this process effective there should be activities which will be helpful in
order to make the successive operation of the business in the eyes of the public. It can be define
with the experienced story of their person who has visited the destination before (Votsi and et.al.,
2014). This kind of the factor are very helpful in order to enhancing the credibility of the firm in
the large manner.
Crisis management- At the time of any problem the thing is need to be controlled so that the
firm can get the save from spoiling the image of the business enterprise in the eyes of the person.
With the help of overcoming the negative publicity and cover this all with the positive factor
help in relation to enhancing the brand image of the firm during the conflict situation.
Sponsorship- the charity is the another factor which is helpful in order to attract the large
number of the people. In this manner the entity is able to work with the other firm so that the
good reputation can be maintained (Westerberg, Jacobsen and Lifran, 2013). With the help of
establishing good relationship between the people the firm is able to run the business activities in
the smooth manner.
Creating awareness- it is very important to keep customer aware about the product and services
available in the market. In Britain there are 21 countries the each information is need to be help
with the people so that people can get easily attracted towards the services available in the
market.
LO 2
2.1 Description on the range of the promotional skills and public relation.
In order to create the successful PR activities the many people can easily get attracted
towards the destination. In this manner the quantity and quality factor of the place is need to be
considered. There are the following skills which is need to be keep in the mind and this all are
defined in the manner are as-
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Written skills- with the help of this kind of the skill the attention of various person can be
gathered. To make the presentation in the attractive manner it is very essential to write the
contents in the good manner without any grammatically mistake (Timothy and Ron, 2013). With
the help of using of the good style of font so that the customer can get attracted with the
brochures, newsletters so that large amount of the profitability can be maintained.
Customer relation- in order to maintain the good relation between the customer the proper
communication is need to be made with the help of this kind of the function the customer can
able to timely communicate about the services available in the market. By giving the proper
solution on the problem on the customer they are able to maintain the strong and positive relation
between the customers.
Media- they play the main role in order to communicate the useful information from person to
person. The information is need to be circulate among the all so that the interest of the person
can never be lapsed (Moscardo, 2014). The stories and experience of the person need to be given
and it should be well written so that more number of the person can easily get attracted towards
the services. This kind of the plays the important in order to maintain the good reputation of the
firm in the eyes of the public.
LO 3
3.1 Description on the key media used for the campaign and relation between department and
media.
To make the all process in the effective manner it is very essential to have the promotion
in the smooth manner. There are various kinds of the factors which affect the operation of the
firm in the large manner and this all are defined in the following manner are as-
Broadcasting- with the help of this the good promotion activity can be undertaken and in this
manner the customers can also get attracted towards the activities of the firm (Liu and et. al.,
2014). This kind of the activities can be done with the help of the following equipment such are
as radio, television and other electronic equipment which all are helpful in order to attract the
customer and in this manner the social media plays the essential role.
Television- The person with the any age uses to watch TV so that it will be good way to
communicate the all the person effective this are the sources with the help of which the large
number of customer can be covered at the particular time (Lebel, Lorek and Daniel, 2014).
5

Electronic media- This is very useful system in relation to expand the things from one place to
another. With the help of this there can be coverage of the large number of people. In this various
things are given such are as social media, sales and other things are the good mode of
communication.
3.2 Define the relationship between the public relation and media.
It is very essential to maintain the relationship between the media and public relation.
With the help of this kind of the techniques the tour operator can have effective identification of
the need of the customers. This kind of the services are helpful in relation to bring modification
in the services. The good PR will always help to develop the good relation between the media
and customers. This kind of the department always focusing on providing quality services to the
people (Knollenberg, McGehee and Perdue, 2016). With the help of identifying the need of the
travelers they can motivate the toyristors to visit the location. In order to enhancing the
maximization of the profitability it is very important to encourage the people so that they can
attract to visit such place. The each and every information is need to be provided through the
website, email, data information etc. This kind of the tool are very helpful in order to bring and
attract the customer so that firm is able to maintain the economy balance and profit maximization
can be increased (Jha and Mishra, 2014).
3.3 Description on evaluation of appropriateness of media.
 The media are very useful channel in order to make effective communication between the
number of people.
 They help in manner to passing the important information from one place to another.
 They give their best support in order to have maximization by framing proper strategies
so that large number of people can able to get attracted towards the particular destination
(Hanafiah and et.al., 2016).
 They used to give effective advertisement so that people can change their perception in
the positive manner.
 With the help of effective action of the media there can be increasing in the sale of
tourism business.
 They used to make plan in relation to fund and resources so that the interest of the people
can be identified.
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 They keep update customer about the upcoming events so that they can put their interest
in it.
 The appropriate media is very helpful in order to have the things like bringing popularity,
creating awareness, increasing sales of company and its services.
LO 4
4.1 Draw public relation plan which helps to identified objectives and public.
The term situation analysis is helpful to analyze various factors like SWOT, present
situation of the firm, external factors and overall marketing plan. With the help of the Francis
jeffkins the PR planning model is need to be consisted of the following factors like-
Identify the marketing objectives- in order to make this process effective the various kind of
the strategies is need to be formulated. The PR plan is very helpful in relation to build credibility
which is coming from third party (Camilleri, 2014). This kind of the policies are the paid effort
to the fim. It is helpful in relation to increase sales and build image of the enterprise.
Define target audience- In order to select the right public so that right message can be passed is
the crucial aspect in order to create success of PR plan.
Medial selection- with the help of choosing of the right media is the best way to choose the
target audience (Austin and Pinkleton, 2015).
Establishing the budget- with the help of the budget planning the customer can be provided the
good services. The Best facility with the affordable cost always attracts the customer.
Implementation and control- in order to make PR plan successful it is very important to
implement all the activities and keep control over it so that brand royalty and marketinmg
position of the firm can be maintained. This kind of the features are helpful in order to gain the
attention of the public.
4.2 find out the effectiveness of public relation plan.
It is very hard to find out the effectiveness of the public relation plan as a promotional
tool. The best way to identified it is the medium to see how effective PR is-
This is very helpful in order keep aware to the public about the various kind of the upcoming
events. The main aim is to get the public attention. They also work in order to make best
advertisement and take steps to sales promotion so that business activities can be expand in the
large manner (Ausserhofer and Maireder, 2013). The good media relation is always helpful in
order to find out the success of the PR. In order to make this process effective the best way of
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communication media must be used so that information can be pass in the authentic manner. The
large contribution to the profits will helpful in order to measure the effectiveness of the PR. This
kind of the plan has always its objectives. Own rules and regulation and other resources which
are helpful in order to make the activities of the PR in the most effective manner.
CONCLUSION
Hereby it has been concluded that The travel and tourism is consisted of various factors
which is really hard to manage. In order to make this service effective the various kind of the
promotional tool is need to be used. The present file has covered the following aspects such are
as promotion plan of PR and its effectiveness so that all things can be conducted in the effective
and efficient manner.
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REFERENCES
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managing effective communication campaigns (Vol. 10). Routledge.
Camilleri, M., 2014. Advancing the sustainable tourism agenda through strategic CSR
perspectives. Tourism Planning & Development. 11(1). pp.42-56.
Connell, J., 2012. Film tourism–Evolution, progress and prospects. Tourism management. 33(5).
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Hanafiah, M. H. and et.al., 2016. Responsible Tourism Practices and Quality of Life: Perspective
of Langkawi Island communities. Procedia-Social and Behavioral Sciences. 222. pp.406-
413.
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Tourism Development: A Conceptual Study. Journal of Tourism. 15.
Knollenberg, W., McGehee, N. G. and Perdue, R., 2016. What Makes a Political Leader?
Identifying the attributes of tourism industry advocates.
Lebel, L., Lorek, S. and Daniel, R., 2014. Sustainable Production Consumption Systems (Vol. 9).
Springer.
Liao, X. Y., So, S. I. and Lam, D., 2015. Residents’ Perceptions of the Role of Leisure
Satisfaction and Quality of Life in Overall Tourism Development: Case of a Fast-Growing
Tourism Destination–Macao. Asia Pacific Journal of Tourism Research. pp.1-19.
Liu, W. and et. al., 2014. Globalization or localization of consumer preferences: The case of hotel
room booking. Tourism Management. 41. pp.148-157.
Moscardo, G., 2014. Tourism and community leadership in rural regions: Linking mobility,
entrepreneurship, tourism development and community well-being. Tourism Planning &
Development. 11(3). pp.354-370.
Takachi, R. and et.al., 2014. Consumption of sodium and salted foods in relation to cancer and
cardiovascular disease: the Japan Public Health Center–based Prospective Study. The
American journal of clinical nutrition. 91(2). pp.456-464.
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Timothy, D. J. and Ron, A. S., 2013. 15 Heritage cuisines, regional identity and sustainable
tourism. Sustainable culinary systems: Local foods, innovation, and tourism & hospitality.
pp.275.
Votsi, N. E. P. and et.al., 2014. Natural quiet: An additional feature reflecting green tourism
development in conservation areas of Greece. Tourism Management Perspectives. 11.
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Online
Why Use Social Media For Public Relations, 2017. [online]. Available through:
<http://www.toprankblog.com/2009/11/social-media-pr/>:
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