An Analysis of Tourism and Public Relations

This assignment delves into the world of tourism marketing, covering various aspects such as strategic foresight for urban tourism market complexity, social media use in corporate reputation, and nation branding concepts. It also touches upon diplomatic relations and tourism advertising effectiveness, destinations and disasters, consumer behavior in tourism, distribution channels in hospitality and tourism, and power of photographs in communication and public relations. The assignment provides a detailed analysis of these topics, making it an essential resource for students of tourism marketing.

Public Relations and Promotion in Travel and
Tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1. Evaluate and discuss importance of public relations as promotional tool to be applied in
the chosen seaside tourist destination.....................................................................................1
1.2 Analyse the diversity of public or audiences which included current and potential visitors
and other stakeholders in travel and tourism context.............................................................3
1.3. Undertake audit of chosen destination environment in setting of goals and objectives with
apply PR and promotional skills to produce public relation plan..........................................4
TASK 2............................................................................................................................................6
2.1. Identify and analyse key media that can be used in campaign with assess relationship
between public relation and media.........................................................................................6
TASK 3............................................................................................................................................7
3.1. Evaluate appropriateness of media that have been chosen in PR campaign to justify why
it is suitable for your campaign..............................................................................................7
3.2 Relationship between department and media ..................................................................8
3.3. Review of effectiveness of public relations campaign and discuss strategy to put in place
to implement plan...................................................................................................................8
TASK 4............................................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Public relation and promotion contain important consideration in tourism institutions.
Tourism industry, it employed by each of the companies and institutions that analysed to
implement promotional and communicative policies (Granville, Mehta and Pike, 2016). In the
present report, Durdle Door destination has been selected which exists in England near seaside. It
is a natural limestone arch on the Jurassic Coast which is near to Lulworth in Dorset, England. It
is privately owned by the Welds who is family and owns 12,000 acres and open for public.
For gaining insight information of the present report, it covers importance of public
relations as promotional tool that can be applied in seaside tourist destination. Furthermore, it
includes audit of chosen destination environment in setting of goals and objectives with apply PR
and promotional skills to produce public relation plan.
TASK 1
1.1. Evaluate and discuss importance of public relations as promotional tool to be applied in the
chosen seaside tourist destination
The destination is Durdle Door which exists in England. It is famous for natural
limestone arch on Jurassic Coast near Lulworth in Dorset, England. The name Durdle is derived
from old word thirl which mean drill. This destination is open to the public all year round with
1
Illustration 1: Seaside tourist destination in Britain
(Source: Durdle Door, 2018)

no access to Car park permitted after 4pm and in summer after 10pm. There are several things
that can be visited such as Jurassic SUP & Fitness Ltd., Lulworth Heritage Centre, etc. As per
jursiccoast.org, the natural arch formed with effect of erosive power of the sea in vertical layers
of different types of rock (THE DURDLE DOOR LIMESTONE ARCH, 2018).
Furthermore, there is much softer rocks which would have quickly eroded away that
creating caves and natural arches. Eventually arches collapsed with leaving stacks that can be
turn in broken way and washed away by the power of waves. It is a part of only small strip in
which different tourist destinations can be visited easily. Durdle Door is 140 million old and it
remains of a fossil forest which will be roof in eroded away for leaving just a stack. Public
relations includes variety of programs that can be designed to maintain and enhance image of
seaside destination. Following are different roles and importance of public relations as
promotional tool:
Roles of public relations towards Durdle Door
Major role of the public relation can be present to ascertain positive outlook of any tourist
destination. All sectors need positive relationship that present to gain popularity among visitors.
As a result, it aids in attracting visitors and maintain entertaining from they arrive at particular
destination. Marketing tool: Public relations plays vital role in respect to promote the Durdle Door.
Aim of promotion in the enterprise create positive impact on customers. Therefore,
VisitBritain promotes different activities, change in management or change in objectives.
Public relations is necessary so that promotion will indulge in press conference and
invitation of journalists try with new deals. Non-marketing PR tool: PR also used by VisitBritain in internal and external
communication. Internal communication consider with customers, employees,
shareholders, etc. Furthermore, external communication consider with external parties
such as government, guests, etc.
 Creating awareness: In order to increase awareness of customers, it is one of the
essential role of public relation that build brand image of particular destination. It can be
done through advertising, support local charities and other promotional methods. Create
awareness among people is important to grasp attention to build relationship.
Importance of public relations towards Durdle Door
2

Public relations successfully consider that mixed up with media. They are completely
different things with several goals and overall effects. Advertising is focused on promotion of
products which helps to encourage travellers to buy their services. Beside this, public relations
are positive way that marketing for products and services. It assists to create positive publicity
for company to attain good reputation to choose particular products in the business (Law, Leung
and Fong, 2015). Public relation is personal: Demographic characteristics mainly influence to target
audience with advertising. Therefore, performed with focus group and conduct research
for Durdle Door attract number of audience at workplace. Public relations builds up credibility: Public relationship also boost demographics for
audience in advertising. Hence, focus groups and market research pin down with their
necessities. It helps to communicate with including mass communication among people.
 Public relations is based on relationship: Great public relations helps to setting up
ongoing relationship with many important influencers. Therefore, it helps to become an
excellent data sources to increase capabilities. Durdle Door attract many types of tourists
so that it assists to maintain relationship with them.
1.2 Analyse the diversity of public or audiences which included current and potential visitors and
other stakeholders in travel and tourism context
With respect to publicise tourism profile, with potential of the local people and
strengthening relationship which can be built on base. Industry is cyclic and it is major
responsibility of public relation in all phases. Efficient public relations start with establishing
reliability in the enterprise before express it into media and any other method. It is very difficult
to imagine appropriate market process without public relations (Becker, 2016). It is
interconnected to gain best results and achieved positive outcomes. There are different types of
public relation in travel and tourism can be divided in majority of public for tourist destination
such as business tourists, friends groups, incentive tourists, etc. Durdle Door target different
types of potential visitors and other stakeholders in travel and tourism context. They are as
follows: Business tourists: Tourists those are travelling with relation to business is known as
business tourists. It is one of the important part of the world business. In this
consideration, individual working and being paid with doing away from the workplace
3

and home. Durdle Door attract these types of tourists to attend trade shows, display,
promote, etc. their products and services. Incentive tourists: These types of tourists are few lucky individuals who get package of
holiday as reward from their company. In order to good work and accomplish targets,
incentive tourists draw inspiration from such tours and improve work relations to focus
on team bonding. Adventure tourists: Adventure tourists seek with different adventurous activities that may
be dangerous such as climbing, shark cave diving, etc. Tourists prefer to trekking to
places Durdle Door.
 Leisure tourists: These people travel for fun and excitement for rest and relation about
whatever they want. These tourists want to rejuvenate and revitalise with comfort to
enjoy their break from mundane routine of life. For example married couple, friends
group, etc. As a result, Durdle Door target these types of visitors to increase experience
of local tourists' attraction.
1.3. Undertake audit of chosen destination environment in setting of goals and objectives with
apply PR and promotional skills to produce public relation plan
Nowadays, for managing public relation audit of destination environment is done work
set goals and objectives that can be accomplish in easy way. Goal can be accomplished when
objectives related and met towards particular destination. Hence, both of them are inter-related. It
assists to improve links between participants to create valuable results.
PESTLE analysis
 Political factors: Stable political environment in Durdle Door create positive impact.
Britain government open to all foreign direct investors so that economic growth
continuously develops. There are several risks occur due to expanding positive results in
business. Government taking strict legal systems in global market place (Dijkmans,
Kerkhof and Beukeboom, 2015).
 Economic factors: Infrastructure of the country is very complex which consider several
types of services such as power, water, telecom, etc. Shipping company ranked as one of
the largest and provide services in major ports of the world.
 Social factors: Due to growing of education there are several numbers of students
increased with literacy which increases results day by day. Therefore, it can be stated that
4

positive results successfully gain to develop effective results (Horner and Swarbrooke,
2016).
 Technological factors: In the country, there are several numbers of people using internet.
As a result, it can be stated that advance tools and techniques helps to focus on increase
desired performances in business. Technology is very advanced and helps to produced
desired level of performances to attract visitors (Seetanah and Sannassee, 2015).
 Legal factors: With respect to implement functions as foreign investors' government
regulate different functions and operations in the lay system. All the laws are accordance
with effective functioning.
 Environmental factors: Due to shortage of clean drinking water industry unable to
positive response of customers. Therefore, it is essential to reduce air pollution with relies
maximum on coal that results in high emission of greenhouse gases (Fullerton, Kendrick
and Broyles, 2017).
Public relation plan Understand current scenario: In order to set public relation plan, current scenario must
be understand in which leadership, concerns and desires with be understand. Research of
particular industry look towards other competitors. As a result, VisitBritain need to
understand climate of particular place with internal and external assessment. Establish goals: VisitBritain must focus on establishing their goals with selected tourist
to accomplish positive results. It is change behaviour or perception to select greater brand
recognition and higher sales (Tavares, de Vargas Mores and Tomazzoni, 2015). Define target audience: With respect to reach target audience, it can be stated that key
audience, segmentation must be define which ensure that plan will be effective. As a
result, it is important to consensus leadership to target audience. Choose right tactics and channels: VisitBritain consider choosing of right tactics and
channels to communicate with target audience. These tools and techniques helps to
conduct right research among individual audience with personal development to use most
effective tactic and get proper attention of visitors (Fine, 2017). Determine measurement and reporting: Developing tactics and channels measure that
how will appropriately assess combination of campaign metrics. Benchmarking and
5

surveying conducted with audience engagement. Consequently, for Durdle Door results
will be presents with senior leaders and often it.
 Preparation of an itemised budget for the plan: In the last step, it can be stated that
budget has been set to prepare plan and consider overall costs and areas for potential
scale back. Accurate range estimates which is possible to conduct successful plan
(Míguez-González and Huertas, 2015).
TASK 2
2.1. Identify and analyse key media that can be used in campaign with assess relationship
between public relation and media
Public relation plan focuses on specific objectives that increase positive results in country
and develop economic growth as well. It builds good relations to solve complex and increase
long life. Proper planning analysis situation for setting objectives to targeting people with using
different promotional techniques. It helps to increase awareness among people to accomplish
objectives and evaluate results of the plan (Carlisle, Johansen and Kunc, 2016). To gain success,
following are key media that can be used in public relations campaign and media: Print media: Print media is one of the important source campaign which used to know
about Durdle Door. For instance, newspapers which provide information for large
number of readers. It allows presentation of detailed messages that can be read at reader
conveyance. There are different kinds of newspapers classified such as national
newspapers, daily newspapers and special audience newspapers. Furthermore, magazines,
business publications also included that are published monthly, quarterly, etc. Broadcast media: Broadcast media consider different types of advertising such as
television, radio, etc. Television is principal source of information and entertainment for
people which exposed to mass media. It allows development of creative and imaginative
with providing advertising messages in a unique way. Support media: Support media can be determine important role that ascertained with
using supportive medium by advertisers. It includes bill boards, boarding, etc. It can
generate considerable reach and frequency at very low level. It is useful when new
products introducing. Therefore, it assists to generate sales at a particular point of sale.
6

 Internet: Internet is worldwide medium which provides means of exchanging
information with series of interconnected medium. It is also rapidly growing medium of
advertisement to offers several opportunities. In respect to attract visitors, it includes
email marketing, social marketing, online advertisement, etc. (Dinnie, 2015).
Public relations and media has effective relationship because it builds successful business
and operations with using variety of channels. For instance, print media, social media, special
events, etc. It helps to communicate directly with those individuals. Media relations focuses on
key results. Media relations refers with company to develop with journalists that extend beyond
to public. Furthermore, it also encompasses interactions with specific audience so that TV and
radio shows helps to attract people easily.
Public relation in travel and tourism Forming partnership: Partnership assists to maximise marketing to reach broader and
more desirable audience. It helps to promote tourism activities for selected destination. In
this regard, extends develop throughout the world to reach all benefits. Trade shows: Trade shows also provide destination with access in every travel and
tourism. As a result, it is essential to reach destination and focus on public as well.
 Advertising in trade publications: Focus on advertising is also important consideration in
the country to produce effectiveness in particular brand. As a result, it builds positive
brand image to target audience.
TASK 3
3.1. Evaluate appropriateness of media that have been chosen in PR campaign to justify why it is
suitable for your campaign
Travel and tourism deals in selling services to their customers. Therefore, public relation
and promotion widely used in this sector. Therefore, VisitBritain is UK based travelling business
which is well known in the package of holiday industry. In the present destination attraction that
is Durdle Door, print media has been used which includes newspapers, magazines, business
publications, etc. Therefore, it can be classified in advertisement to arrange according to product
and services. In display advertisement ads shows with use illustration, photos, visual elements,
etc. (Tavares, de Vargas Mores and Tomazzoni, 2015). This media campaign has been used
because of flexibility, geographic and language selectivity, widespread coverage, reader
7

involvement, etc. In addition to this, it is suitable to consider special inserts for tender notices,
public notices and many more.
3.2 Relationship between department and media
Public relationship activity is successful when people involved with appropriate skills
and knowledge. Effective PR consider quality of information not quantity of information. Hence,
it is good that assists to gain success of VisitBritain. Stakeholder communication is one of the
important strategy that can be used to put place in particular place to implement successful plan.
As a result, activities can be plan to target audience to inform with advantages of selected
destination. Create focus on more than revealed number of goals, desired level of results will be
gain to aligned with own progress and work with major contributors.
Consumer magazines bought by public with information and entertainment. It can be
used to reach for specific target audience. Hence, it may be consider general interest magazine,
glamour magazine, special interest magazine, etc. It contains several advantages such as long
life, better system, highly selective and avoidance of waste of circulation. Each member can
involve to allow services to develop specialised groups. Hence, print media has been chosen for
the present public relation plan (Ray, Das and Chaudhuri, 2015).
3.3. Review of effectiveness of public relations campaign and discuss strategy to put in place to
implement plan
Effectiveness of print media in VisitBritain
In media, there are several elements included such as printing, online media, face to face
communication, etc. Therefore, it includes newspapers, magazines, journals, etc. It plays very
important role in advertising and several activities that played in VisitBritain. The chosen
business also provides printed directories to its travellers which consider contact information of
attraction and sites of destination. It includes different types of tools such as newspapers,
magazines, etc. It is widely used in promoting products and services. Huge number of customers
also gather at one point of time. Hence, it provides significant advantages to several people in
visiting of Durdle Door. It is one of the important and widely used to promote products and
services. Hence, it can help to promote positive results at seaside destination. It also considers
real time customer communication at very low cost (Míguez-González and Huertas, 2015).
Review of different tools helps to VisitBritain to increase services that offered to develop
company and experience of customers. However, different kinds of tools in print media consider
8

advantages and disadvantages as well. Choice of correct media assists in careful work which
depends on nature of work that promoted. It helps to promote economy advantages to bring
messages to target audience. It is very important for VisitBritain to choose right strategy.
TASK 4
Covered in ppt
CONCLUSION
From the above report, it can be concluded that public relation is important which helps
to expand tourism business in international areas. It assists to developing profitability in different
circumstances. In this regard, VisitBritain need to adopt print media that helps to promote
Durdle Door attraction in different areas of the environment. Hence, the chosen agency consider
appropriate marketing plan when they engage in taking any services from the different business.
At last, it articulated about marketing goals which helps to promote different kinds of activities
to attract several visitors.
9

REFERENCES
Books and Journals
Becker, E., 2016. Overbooked: the exploding business of travel and tourism. Simon and
Schuster.
Carlisle, S., Johansen, A. and Kunc, M., 2016. Strategic foresight for (coastal) urban tourism
market complexity: The case of Bournemouth. Tourism Management. 54. pp.81-95.
Dijkmans, C., Kerkhof, P. and Beukeboom, C.J., 2015. A stage to engage: Social media use and
corporate reputation. Tourism Management. 47. pp.58-67.
Dinnie, K., 2015. Nation branding: Concepts, issues, practice. Routledge.
Fine, S.H., 2017. Marketing the public sector: Promoting the causes of public and nonprofit
agencies. Routledge.
Fullerton, J.A., Kendrick, A. and Broyles, S.J., 2017. Diplomatic relations and tourism
advertising effectiveness: US travel interest to Cuba. Journal of Marketing
Communications. pp.1-15.
Granville, F., Mehta, A. and Pike, S., 2016. Destinations, disasters and public relations:
Stakeholder engagement in multi-phase disaster management. Journal of Hospitality
and Tourism Management. 28. pp.73-79.
Horner, S. and Swarbrooke, J., 2016. Consumer behaviour in tourism. Routledge.
Law, R., Leung, R. 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.
Míguez-González, M.I. and Huertas, A., 2015. The power of photographs in the communication
and public relations of tourist destinations and their brands through Facebook and
Flickr. Catalan Journal of Communication & Cultural Studies. 7(2). pp.197-215.
Ray, N., Das, D.K. and Chaudhuri, S., 2015. Tourism Promotion through Web. In Hospitality,
Travel, and Tourism: Concepts, Methodologies, Tools, and Applications (pp. 366-375).
IGI Global.
Seetanah, B. and Sannassee, R.V., 2015. Marketing promotion financing and tourism
development: The case of Mauritius. Journal of Hospitality Marketing & Management.
24(2). pp.202-215.
10

Tavares, J.M., de Vargas Mores, G. and Tomazzoni, E.L., 2015. Where to invest in touristic
promotion? Game theory as a decision instrument for the public sector. Tourism
Economics. 21(4). pp.775-789.
Online
Durdle Door. 2018. [Online] Available through:
<https://www.123rf.com/photo_79775762_british-seaside-summer-holiday-destination-
durdle-door-at-the-beach-on-the-jurassic-coast-of-dorset-.html>.
THE DURDLE DOOR LIMESTONE ARCH. 2018. [Online] Available through:
<https://twistedsifter.com/2012/11/durdle-door-limestone-arch-dorset-england/>.
11