Tourism Public Relations and Social Media
Added on 2020-02-03
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PUBLIC RELATIONS AND PROMOTION IN TRAVEL ANDTOURISMSTUDENT NAMESTUDENT ID:UNIVERSITY:
Executive SummaryThis report discusses the objectives and the functions of public relation in the context of traveland tourism business of VisitBritain. The different stakeholders for the contextual travel andtourism business will also be identified and their roles will be precisely discussed in the followingportion of the report. A business audit will be done to recognise the performance of VisitBritainas a travel and tourism business organisation. Moreover, environmental analysis is also carriedout to understand the external environment of the tours and travel industry. In doing the publicrelation plan agenda setting theory will be used. As the research technique both qualitative andquantitative methods will be employed. Uses of data via Google analytics will be employed as aquantitative technique whereas content analysis by means of customer’s interview will becarried out as a qualitative process. The different outdoor campaign will also be conducted as apart of the public relation. A PR plan in based on the beach location of Brighton in UK is alsodesigned along with the evaluation of tactics and strategies used for effective communication ofthe packages provided by VisitBritain.
Table of Contents:Introduction:.................................................................................................................................4[P 1.1] Evaluation of the role of public relations within the travel and tourism sector as apromotional tool [M1] [Task 1A]...................................................................................................4[P 1.2] Analysis of publics including the current and potential visitors and other stakeholderswithin a travel and tourism context. [Task 1A]..............................................................................5[P 1.3] Discussion of the importance of public relations to travel and tourism businesses [Task1A]...............................................................................................................................................5Task 1B.......................................................................................................................................62.1 Background:...........................................................................................................................6Task 2:LO3:.................................................................................................................................8Task 2A.......................................................................................................................................83.1: [M2].......................................................................................................................................83.2: [M2, D3]................................................................................................................................9Task 2B.....................................................................................................................................113.3: [M3].....................................................................................................................................11Task 3........................................................................................................................................124.1 Public Relation Plan for Brighton Bus Tour by VisitBritain....................................................124.2 Reviewing the effectiveness of PR campaign......................................................................13Conclusion:................................................................................................................................14Reference List:..........................................................................................................................15Appendices:...............................................................................................................................18Appendix 1:................................................................................................................................18
Introduction:In the contemporary context of BREXIT, the economic market of Britain as well as total theEuropean Union are in a turmoil situation which is also affected the tourism market ofVisitBritain. In this report, building value of tourism of Britain is discussed in the context ofBrighton seaside tourist destination, which is recently on the declining side due to the economicturmoil. In the words of Petrovici (2014, p.67), public relation is that tool which enables anorganisation to maintain their communication with their target customer and their audience.They are the person whom a person contacts in case of any grievance or feedback.Furthermore, they act as a linking agent between the outside world and the organisation. In the report, the roles and the importance of effectual public relation for travel and tourismbusiness are discussed with the appropriate paradigm. In the next portion, the report will dealwith the application public relations and promotions skills within a travel and tourism context ofBrighton. According to Lahav et al. (2013, p.291) in the modern time the roles of media isindispensable in the case of pursuing personal relation of any organisation. Hence, the roles ofmedia in the context public relations and promotions skills within a travel and tourism context ofBrighton are also stated here. With the help of above element, a viable public relations plan in atravel and tourism context of Brighton is also presented in the final portion of the report. [P 1.1] Evaluation of the role of public relations within the travel and tourism sector as apromotional tool [M1] [Task 1A]Brighton is a European city hustling and bustling like a regular European city with lots of otherattraction namely an outlandish Royal Palace with the domed Indian style palace re-imaginedarchitect John Nash, fascinating museums, a beautiful neon-lit Brighton Pier beach withinvigorating ocean views, marvellous shopping and late-night pubs and clubs (VisitBritain,2016).Culbertson and Chen (2013, p.89), implies that public relations are the commutation link of anorganisation which needs to establish proper relationships with the public including consumers,legislators and stakeholders of the company. VisitBritain can achieve this by favourablepublicity, positive corporate image and tackling unfavourable incidents as well as a rumour.Public relations is possibly comprised of holding special events, writing press releases,arranging and publishing consumer surveys about a service or the organisation, and labours toput a positive turn on negative news about the organisation.
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