Public Relations and Promotion in Travel and Tourism - PDF
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Added on 2020-10-05
Public Relations and Promotion in Travel and Tourism - PDF
Added on 2020-10-05
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Public Relations and Promotion inTravel and Tourism
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK...............................................................................................................................................1A Role and importance of public relations as a promotional tool and analysing the diversity inpublic......................................................................................................................................1Analysing diversity of public in tourism industry..................................................................2B. Analysis of Shanklin environment and preparation of PR plan.........................................4TASK 2............................................................................................................................................6A. Analysing the media used in public relations and assessing the relationship between mediaand PR....................................................................................................................................6TASK 3............................................................................................................................................7A Reviewing effectiveness of Public Relations Campaign and discussing the action plan...7CONCLUSION................................................................................................................................8REFERENCES................................................................................................................................9
INTRODUCTIONPublic relations are the relationships a company has with its stakeholders which includesemployees, customers, investors, suppliers, government and others. It is a tool of enhancingand maintaining a cordial and healthy relationship with them. Promotion is an activityundertaken by an organisation for brand awareness among its target audience. Present report isabout public relations and promotions by VisitBritain, a national tourism Agency in the UK,promoting and marketing Shanklin, a seaside destination in Isle of Wight. Report will discuss theimportance and role of public relations in making Shanklin a popular tourist destination. It willalso discuss a PR plan and an analysis of Shanklin's environment will be done forunderstanding the external factors affecting the place. The assignment will cover different typesof media which can be used in PR plan. TASKA Role and importance of public relations as a promotional tool and analysing thediversity in publicPublic relations hold a great importance for promoting and marketing Shanklindestination.Enhances brand awareness :PR programs like hosting charity events, sports eventswould grab the attention of journalists, businessman, tourists about the place which will help inpromoting the destination. Brand awareness would result into attracting more numner of touristto Shanklin which would lead to economic development of the destination. (Camilleri, 2017).Economic development of the destination: Shanklin will benefit from the PR activitieslike cultural events hosted in the town, different launch events about the products etc., these willboost the economic growth of the place like more tourism means more income into theeconomy, resulting into improved infrastructure for the travellers and for the local residents. Theeconomic development of the town also includes increase in the living standard of the peopleresiding there as people would get more jobs in the hotels, restaurants, travel companies.New business venturers: PR for promoting the Shanklin would grab the attention of thedifferent business people around the world. Big hotel chains like Hilton hotels, food chains likeKFC, McDonald's would be attracted to the seaside destination. Looking at the potential of theplace of attracting tourists, investment can be brought into the Shanklin.
Role of public relationPR plays an important role in developing Shanklin as a tourist spot. PR helps in effectivemarketing and advertising of the destination. also, preparation of attractive brochures aboutdestination, providing information to the public about the attractiveness of the town throughtelevision, online media would help in better advertising of Shanklin. This relationship of PR tomarketing and advertising would increase the number of tourists at the place, it will also attractthe suppliers of different component that makes a place a suitable holiday destination, morejournalists and press would write about the place which altogether would result into promotionof Shanklin in an effective way. Awareness through public relations offers great credibility andthe potential customers gathers more information through this promotional tool which is reliable(White,2018).Analysing diversity of public in tourism industryThe tourism industry has diversity in their customers. Different types of tourists could beattracted to Shanklin that are given as below:Leisure tourists: Leisure tourists are those who takes holiday package just for fun,excitement, and relaxation. These types of the public is interested in getting maximum comfortfrom their holidays by taking a break from their hectic routine life.Tour operators in Shanklinprovides the comfort and satisfying accommodation to such travellers. This can increase theincome of the place.Adventurists: These are the kind of people who visits the destination for adventuressuch as scuba diving, paragliding, trekking, etc. The ultimate purpose of this audience is to takegood experiences from different adventurous activities out of their holiday.The seasidedestination like Shanklin can provide various adventurous services like scuba diving, rafting,canoeing, zip lining etc. which could make the these types of travellers happy.Family travellers: There is a family audience in the tourism industry for whom attractivelocations, safe environment, goods places for child such as museums, educational workshopsfor the children, etc. Shanklin has a very peaceful and safe environment suitable for the familyholiday, fun and cultural events are the most common events occur there for the kids. (De Moyaand Jain, 2013).Educational travellers: These types of tourists explore the destinations for educationalpurposes. These people explore the historic and culturally driven places for getting knowledgeabout the places.The destination also offers something to the educational travellers in the way2
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