Public Relation Promotion Travel & Tourism Assignment
Added on 2019-12-03
13 Pages4446 Words169 Views
Public Relations
Table of ContentsINTRODUCTION...........................................................................................................................1ASSIGNMENT 1 PLANNING A PUBLIC RELATIONS AND PROMOTION CAMPAIGNFOR A DESTINATION..................................................................................................................1Introduction to London................................................................................................................1Task 1...........................................................................................................................................1A. Role and Scope of public relation as a promotional tool........................................................1B Analysis and discussion of the diversity of publics, tourists and other stakeholder with intravel and tourism........................................................................................................................2Task 2 Undertake an audit of the internal and external environments within the context ofsetting relevant goals and objectives for the campaign using a range of PR and promotionskills.............................................................................................................................................4Task 3 Public Relation Plan with appropriate objectives and strategies to achieve the PRobjective Public Relation Plan.....................................................................................................5ASSIGNMENT 2 IMPLEMENTATION OF MEDIA STRATEGY FOR A UK BASEDTRAVEL AND TOURISM ORGANISATION..............................................................................6Introduction to TUI......................................................................................................................6TASK A Identify and analyze a range of media suitable for the public relations campaign foryour chosen firm and assess the relationship between public relations in the travel and tourismsector and the media....................................................................................................................6Task (B) Apply your PR and promotional skills and evaluate the effectiveness of the chosenmedia for the use in the chosen travel and tourism organization................................................7Conclusion.......................................................................................................................................8REFERENCES................................................................................................................................9
INTRODUCTION Public relation is the process through which an company make efforts to establish cordialbusiness relations with their customers and clients. It is essential for the firms to understand theneeds and wants of the customers so that they can design their services as per them in the traveland tourism industry (Beaver, 2005). This report discusses the role, scope and importance ofpublic relations as a promotional tool for marketing and promotion in tourist destination likeLondon in the international market. The second assignment is about application of PR andpromotional tools used by TUI organization in order to promote their tourism services. ASSIGNMENT 1 PLANNING A PUBLIC RELATIONS AND PROMOTIONCAMPAIGN FOR A DESTINATIONIntroduction to London London is the capital city of the England and the United Kingdom. It is the highlypopulated city in UK. It is a leading global city having strengths in field of arts, education,media, fashion and tourism. It is also known as the world's cultural capital. In terms ofinternational arrivals, it is world's most visited city. Along with that it is also having the world'slargest city airport system. It became the first ever city to conduct the modern summer Olympicgames three times. The city is also enclosed with people from different cultures and backgroundsand more than 300 languages are spoken within it. London is having four world heritage siteswhich are greater sites of attraction and these includes Tower of London, the Palace ofWestminster, Westminster Abbey and St Margaret's Church (The Economy, 2014). It is a verypopular destination for tourism and it is one of its major revenue generating industry. It attractsover 14 million international visitors every year, tagging it as the most visited city of Europe.British Museum, Madam Tussauds etc are legend destinations in the history of tourism inLondon. Task 1A. Role and Scope of public relation as a promotional toolPublic relation in travel and tourism plays an essential role because these tools are usedextensively in strategic marketing activities and is integrated with marketing communications.Visit Britain, a tourist board of Great Britain is acting as a public relation tool for the promotionof tourism service in London. It is incorporated under the Development of Tourism Act 1969. 1
Government of the London has been using this promotional tool since many years and it hashelped then in gaining the attention of the tourists from different parts of the world (Butterick,2011). The Visit Britain is making all possible efforts to establish rules and provisions which canenhance the value of then tourists visiting the nation. It is helping in building the value ofinbound tourism to London. It is acting as a strategic body for inbound tourism and the nationaltourism agency. It is funded by department for culture, media and sport. It is playing unique rolein raising London’s profile worldwide, increasing the value of tourism exports and developingBritain’s visitor economy. It is making favourable perceptions about the London destinationbecause the success of the industry relies on different sectors. All different companies along with the government create positive relationship with thepublic with the public by using promotional medium such as Facebook, YouTube and blogs(Kumar, 2012). All these tools are used to promote the destination and to create a positive imagein the minds of the existing and incoming tourists. Different types of travel and tourismcompanies had also added their contribution in the promoting London as the most renownedtourist destinations. Their role is to establish healthy and fine relations with the customers so thatthey can be motivated to visit London again and again (Jefkins, 2007).Through public relations customers can be informed about the new services anddestinations. It is very similar to the advertising and it facilitates to create more awareness aboutthe destination and hence this increased the business and revenue for the economy. In order tomeet the needs and aspirations of the tourists, the government of London is required to usepublic relation as a tool for marketing and promotion (Henslowe, 2003). In the present contextthere are numerous destinations where the people can go and enjoy the tourism services hence itwill not be wrong to say that the level of competition is high in this industry. This tool will playsignificant role in promoting London as famous tourist destination in the international market(Bowen, 2014). The PR strategy not only helps in attracting the visitors towards the destinationbut also keeps them happy and satisfied so that they can wish to visit the place again. Further itidentifies the target market segment for the government and travel & tourism firms. Hence therole and scope of public relation as promotional tool is enclosed with central and crucialimportance.2
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