Tourism Marketing and Management Strategies

This assignment is focused on understanding the various strategies involved in tourism marketing and destination promotion. It delves into the role of social media, electronic media, and public relations in attracting tourists to a resort business. The assignment also touches upon crisis communication, image restoration, and battling stereotypes in Middle Eastern countries, providing insights into the complexities of promoting destinations with sensitive reputations. Additionally, it explores the use of digital platforms in tourist information search and destination choice, highlighting the significance of digitalization in modern tourism practices.

PUBLIC RELATION AND PROMOTION IN TRAVEL AND TOURISM

Table of Contents
INTRODUCTION ..........................................................................................................................3
1.1 Public Relation as a Promotional tool ..................................................................................3
1.2 & 1.3 Importance of Public relations and analysis of public with context to travel &
tourism ........................................................................................................................................4
2.1 Audit of the climping seaside resort destination environment relevant goals objectives for
the campaign and range of promotional skills............................................................................5
4.1 Public relation plan...............................................................................................................6
3.1 Identify and analyses the key media ....................................................................................7
3.2 Relation between the public relation and media...................................................................7
3.3 Evaluate appropriate media for choose why they suitable....................................................8
4.2 To set strategies for implementation of plan.........................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Travel and Tourism is one of most leading industry or sector in the present economy,
Tour and tourism is very important and beneficial sector or part of the economy of a country.
The people are very mush attracted towards travel and tourism industry. People go for different
purposes like; preparing, examine, preoccupation for to different objectives and seeing any
country's lifestyle, condition. In any case, Climping sea side resort is the best among the most
understood tourists' objective and most asked for objective from a million guests of the world.
Regardless, remarkable accomplices' benefited perspectives with tourism objective is to fathom
likewise essential evaluation on private and open section relationship in organizing can be
discussed. Therefore, theories, strategies associated for the objective will be given tourism
masterminding thought. In any case, challenges occurred in tourism objective to attract voyagers
and answers for go up against them are to delineated. Thus, feasible data concerning tourism
objective of Climping coastline resort can be enhanced with the help of this undertaking report
capably. With the help of this the importance of the PR and the distinctive piece of the
development and tourism fragment can be known. The present assignment will cover the going
with viewpoints such are as criteria for appraisal of PR, sorts of media and so on.
1.1 Public Relation as a Promotional tool
There are so many definition related to Public relation(PR) for example “ The procedure
of developing a positive image in the minds of third party” or “Exercise of Managing
information flow among public and organization”. But the similarities in all the definition have
common agenda that the PR is used for shaping the most favorable image of a product or service,
individual and organization for helping them to achieve the business goals efficiently, effectively
and successfully(Clift and Page,2015). The development and tourism division is contained the
offering organizations which is ought to be done in the convincing way. The Climping ocean
side resort can apply the Public relation as a promotional tool in order to attract more tourists or
travelers. Public relation is very useful to create strong and healthy relationship between the
organization and public or customers which helps in achievement of the goals and objectives. It
has been identified that the Climping ocean side resort is effectively using Public relation
approach for attracting a huge number of tourists around the world. The Resort maintain
customer relationship by keeping in touch with there customers with the help of emails, text
messages, promotional calls which are the various components of public relation used by various
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organisation in order to build healthy relationship among the customers. The Climping ocean
side resort has created a positive image in the market or industry by using public relation at
different time and in different ways. Public relation is related to the marketing activities of an
organisation or business, the objectives and targets of both the departments are inter-related and
are dependent on the outcomes of each other(Crotti and Misrahi,2015) The Organisations are
using PR in different ways and for various purposes which are as mentioned below -
 Press relations
 Corporate Communication
 Publicity of products and services
 Sponsorships
 Influencing various groups or community
All the purposes has a common agenda which is to build a good and impressive reputation within
the market and among the people.
1.2 & 1.3 Importance of Public relations and analysis of public with context to travel & tourism
It is very important to analyses the role of PR for an organization, Public relation is
identified as one of the most important part of marketing as well as sales functions of an
organization. The Public relation provides many benefits to organizations within the tourism
industry, It helps in building an attractive image in the market in order to attract more tourists or
customers such as the Climping ocean side resort(Tan,2017). They effectively use public relation
in order to attract new customers as well as retaining existing customers in order to achieve their
business goals. Public relation can not be avoided or ignore as it is a main element of building
reputation or positive image in the market. The tourists are generally attracted towards an
organization or company who has positive image in the market.
Analysis of Public within Travel and tourism
 Clients – The Clients plays an important role within the travel and tourism sector or
industry, Clients are the tourists or customers which are willing as well as invest to
experience a tourism service. It is important to ensure that the clients are satisfied with
the services provided to them in order to develop a good reputation within the tourism
industry. The customers or clients are major subject of tourism sector or industry, their
choices, demands and trends needs to be analysed and identified in order to offer most
effective services related to their travel and tourism experience(Becker,2016).
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 Distributors – The distributors are the people or agencies that helps a tourism
organization to spread their services within the market. The distributors can be agencies,
tourism partners or service providers that helps the tour and travel organization to reach
potential customers,
 Investors – The investors are the individuals who invest in various components of the
tourism industry. It may be an owner of a tourism organization or company, it may be an
owner of a hotel tourism destination. The investors analyses and identify various
beneficial areas of tourists attraction which helps them to invest within the most
profitable area in order to attract more tourists or travelers. The investors earn a high
level of profit with investing in a most demanding tourist attraction or destination.
 Employer – Employer or employees also plays an important role in the tourism industry,
the manager, owner or entrepreneurs are the employers who hire various employees or
workers for providing effective services to the customers. The people working within a
tourism industry needs to make sure that every activity or role he or she performs are in
favor of the tourists and provide pleasurable experience to them.
2.1 Audit of the climping seaside resort destination environment relevant goals objectives for the
campaign and range of promotional skills.
There are various way in which Audited the climping resort destination environment
relevant goals objectives for the campaign and range of promotional skills. As the consultant of
the Visit Britain to ensure about the public relation more effective planing will be formalise in
the better travel and tourism. There are various key features need to consider for the various
promotional skills such as follows:
Written skills: This can be the most important skill to bring with the various manner in which
seaside resort destination environment to achieve the objective for the campaign and the written
skills will be more critical to understand the requirement of the visitors at the destination. The
better the written skill it will help to get more specific co0mnste for the various campaign made
on social media and other platform. This can be the effective approach for the more better
promotional skill which can create specific campaign for a particular destinations.
Customer Relation: it is an important motive for the climping seaside resort destinations
environment relevant objective for the better relation in front of the customers and image of the
destination can be good in terms services. As the review for the organisation can be made by
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customer have to carried out to solve their query which will help to maintain relation. So from
the requirement of customer to satisfied by providing various services.
Media: This can be the better strategies which can be considered for the benefits to attract
external factors such as media will help to post the known story about destination. As the
destination will get the better public relation by utilising specific media.
4.1 Public relation plan
The arrangement will draw in the travellers towards the goal and urge to visit the
different spots. General society connection crusade design will be as per the following:
 The Campaign Objectives: The point of crusade is to pull in the visitors and make store
connection with them to build up the country traveller part. It must be clearer with the
goal that the gathering of people will bring the better coordination.
 Target Audiences: these can be the essential of the battle in which the intended interest
groups will be nearby occupant of the country for the compelling open connection with
regards to movement and tourism.
 Media: These will make more access of open connection intend to sees the intended
interest groups. The media of media can, for example, Television, Radio and online
networking. As the associations. The best media that can show signs of improvement
consideration from the TV and the online networking through Facebook(Camilleri,
2014). The cost of the usage of these media crusade will he be isolated in the to
classifications that TV commercial will be cost will be around $150000 for a half year.
Second media for general society connection design will be actualized through web-
based social networking effort cost brought about around $1500 per crusade.
 Time: These need to critical to outline the better procedures to show signs of
improvement results. The time will be for both the campaign will be a half year with
satisfaction of the destinations.
It the most essential thing is to mindful the different condition factor need to considered and the
above arrangement will bring viable results. Visit Britain board will actualize the Public Relation
get ready for in light of the fact that they are nearby government bodies who make the general
advancement of the movement part of the United Kingdom. The spending will be financed by the
visit Britain to the Climping coastline resort.
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3.1 Identify and analyses the key media
For every destination it required to inform about the firm to attract more visitors and
make impact of their mind to click repeated by utilizing the effective key media which can be
describe as below:
 Broadcasting: This can be the important key media to influence all the types of
travellers. The better approach of marketing which can be maximized the growth and
development of the organization. Television and radio can be the mode of marketing
which can be included in the broadcasting media to attract the visitor and increase the
revenue of the nation.
 Televisions: It is an important key media which can be easily help to aware about the
various destination for the marketing from the television which can be help in increase
the visitor at the resort(Avraham, 2013). But this can be high cost idea which can
decrease the sales in the resort at the more traffic will be seen at the place of destination.
 Electronic Media: The era has been changes from the broadcast media to electronic
which will help to promote the various goods and services of the resort and help to reach
more people in limited cost which can be easily maximise the growth and development.
The social media will be also one of the way in which more customer can be attracted as
per the age and interest. The new trend and changes in technology electronic media and
social media will be the most effective way of marketing.
3.2 Relation between the public relation and media.
The various relation between the public relation and media relation which can be describe as
follows:
Public relation: It is an activity to connect and communicate with various people which are
associated with the organisation which required to maintain the relation with them. The people
include such as employees, customer, industry, government bodies and investors, suppliers and
the media.
Public relation will focus to create the bigger image of the firm which will relates and perception
made by the people. A effective public relation planning can not help to firm in customer
judgement and give better solution according to the feedback give by them. But it is important to
track all the record of the customer review and work according to get better outcomes in the
future. Public relation will impact on the behaviour of the society and sometime it can be done
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by the proper advertisement(Sevin, 2013). As the consultant of the visit Britain work with the
various firm which can be deal to directly with with critical internal and external event of the
organisations. The old media strategies and current techniques is now social media which can be
fully depend on the internet and this can be the help to save the cost of the firm and reach will
increase for the better public relation.
Media Relations: This can be refer as the organisation interaction with the new reported editor
and journalists. As the media can be newspaper, radio, television and the internet. The aim of
utilising such media is to informs and aware about various goods and services of the firm. As the
organisation will hire the consultant to maintain the relation with this media agency for better
relation with them. Media will be the mode of sharing information to the public and which can
be the most important aspect for the them to create various story on the particular. This can be
the mass communication which will help to fill the line between the public and media of the
nations. The new trend in the market can be easily share with help media for better relation with
public.
3.3 Evaluate appropriate media for choose why they suitable.
Every small business have specific fund which can be the major threat for them to spent
high cost on the advertisement. Then different media which had choose can be utilize to aware
visitors which are visiting in the resort. The youth is focus's on the social media and electronic
media. For that organisation can choose this both the media for the suitable public relation to
attract more customer towards the organisations. As the electronic media can be important aspect
for the increasing clients and changes in trends will make the positive impact on the different
target group to develop firm and reach high growth in business. The climping seaside resort have
chance to updated technology to confirm booking of their serviced on the online basis. Also the
firm had made it own website to promote their goods and services of the resort. It will help to
enhance the traffic into their business(Kunczik, 2016). The befits will be getting by utilising this
techniques to popularity, low cost, covering the large number of the people are various motive of
the organisation. Therefore the growth and development of the small business.
From the social media firm can get to know the response about their business services by
different campaign and customer visit on their website. According to that only they will set the
plan by them to attract customer for use services of resort. These kinds of techniques have been
more popular now days which can be more focus on the various details such as cost of services
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and number of facility provide by the resort will be easily get without contacting to concern
person of the firm.
As result the electronic media and social media will be the better approach to attract customer to
help in increasing growth and cover the market share form effective utilisation of these media.
4.2 To set strategies for implementation of plan.
The firm need to utilize the plan to get better outcome in their resort. To make set of
strategy to implement a plan in hospitality industry. In this industry which can be the most
important aspect for effective implementation a plan to make better workforce in the firm. It is
important for the organisation to connect with the customer directly by application of choose
media for the specific promotion of the resort(Liu, 2014). As it will benefit to achieve effective
growth and development. In this manner promotion activity in the firm. This can be way in
which fir wild easily reach to their target customer for destination by consideration in various
plans as vacation packages, discount to the firm stakeholders which will help to enhance more
customer in the organisation. The strategy for implement plan as in following manner.
 Attract tourist towards destination: This can be the important aspect for torus ans
travel industry. In this manner firm can be easily attract visitors towards destination by
apply different strategies with goods and services. This help to improve the firm revenue
and sales.
 Development economic and employment sector: This can be the another factor in
which firm can contribute in developing economy and increase the employment in the
nation by expanding their business at various destination(Hays, Page and Buhalis, 2013.).
 Strategies to implement plan: It is important to frame various strategies to implement
the plan and get the outcomes according to the set of objective made in the plan.
 Analyses tourist interest: This can be another facto which need to analyse to implement
the plan as the visitors interest and their requirement have to be analysis properly to
attract more target customer.
 Formulated strategies: At the end the strategies need to formulated according to the
destination and firms promotion techniques to bring more customer for increasing more
tourism at particular destination.
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CONCLUSION
Form the report public relation and promotion in travel and tourism can inferred that
consistency in communicating with the tourist will help to increase sales and profits of the
Climping sea side resort. The plan for the public relation will determine the specific target group
which need to focus to attract the traveller for business and the social media and electronic media
will help to attract more visitors towards the business. As the relation between media relation and
public relation will give more different set of standard to inform about the destination. The firm
need to utilize the plan to get better outcome in their resort. To make set of strategy to implement
a plan in hospitality industry.
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REFERENCES
Books and Journals
Avraham, E., 2013. Crisis communication, image restoration, and battling stereotypes of terror
and wars: Media strategies for attracting tourism to Middle Eastern countries. American
Behavioral Scientist, 57(9), pp.1350-1367.
Becker, E., 2016. Overbooked: The exploding business of travel and tourism. Simon and
Schuster.
Camilleri, M., 2014. Advancing the sustainable tourism agenda through strategic CSR
perspectives. Tourism Planning & Development. 11(1). pp.42-56.
Clift, S. and Page, S., 2015. Health and the International Tourist (Routledge Revivals).
Routledge.
Crotti, R. and Misrahi, T., 2015. The travel & tourism competitiveness index 2015: T&T as a
resilient contribution to national development. The Travel & Tourism Competitiveness
Report, 2015, p.13.
Hays, S., Page, S.J. and Buhalis, D., 2013. Social media as a destination marketing tool: its use
by national tourism organisations. Current issues in Tourism, 16(3), pp.211-239.
Jacobsen, J.K.S. and Munar, A.M., 2012. Tourist information search and destination choice in a
digital age. Tourism management perspectives, 1, pp.39-47.
Jha, A. K. and Mishra, J. M., 2014. Integrated and Participatory Approach to Sustainable
Tourism Development: A Conceptual Study. Journal of Tourism. 15.
Kunczik, M., 2016. Images of nations and international public relations. Routledge.
Law, R., Leung, R., Lo, A., Leung, D. and Fong, L.H.N., 2015. Distribution channel in
hospitality and tourism: Revisiting disintermediation from the perspectives of hotels and travel
agencies. International Journal of Contemporary Hospitality Management, 27(3), pp.431-452.
Liu, W. and et. al., 2014. Globalization or localization of consumer preferences: The case of
hotel room booking. Tourism Management. 41. pp.148-157.
Sevin, E., 2013. Places going viral: Twitter usage patterns in destination marketing and place
branding. Journal of Place Management and development, 6(3), pp.227-239.
Shaffer, M., 2013. See America first: Tourism and national identity, 1880-1940. Smithsonian
Institution.
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Tan, S.H., Habibullah, M.S., Tan, S.K. and Choon, S.W., 2017. The impact of the dimensions of
environmental performance on firm performance in travel and tourism industry. Journal of
environmental management, 203, pp.603-611.
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