Public Relations and Tourism Marketing

This assignment delves into the crucial role of public relations within the tourism industry. It examines how PR strategies influence destination image, promote tourism destinations, and contribute to successful marketing campaigns. The analysis draws upon academic literature and real-world examples to highlight the importance of PR in shaping perceptions and driving tourism development.

PUBLIC RELATIONS AND
PROMOTION IN TRAVEL AND
TOURISM SECTOR

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
1.1 Role of public relations within the travel and tourism sector as promotional tool...........1
1.2 Analysis of public within travel and tourism sector.........................................................3
1.3 Importance of public relation to travel and tourism business...........................................4
2.1 Range of public relations and promotions skills used in travel and tourism...................5
3.1 Analysis of media used in public relations.......................................................................6
3.2 Relationship between public relations and the media......................................................6
3.3 Appropriateness of media used with different public relations techniques in travel and
tourism....................................................................................................................................7
4.1 Public relations plan.........................................................................................................8
4.2 The effectiveness of public relations plan......................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Travel and tourism sector is considered as soul of every major economy that provides
direct and indirect support towards increasing growth and development of tourism. Through
development of effective public relations, organization in travel and tourism sector has achieved
continuous success in their business operations (Law, Qi and Buhalis, 2010). Making effective
public relations can be referred as the process of strategic communication that creates a mutual
beneficial relationship in between the business enterprise and their public. In the present report,
there are various roles of public relations in travel and tourism has been analysed as PR trainee
of Visit Britain. It is a national tourism agency which is also responsible for increasing the
tourism of Britain. Various approaches have also been explained that support in improving the
public relations and promotion in this sector. Analysis of seaside destination Folkestone Kent is
done at which company will promote its business operations and it is well tourist destination
where they will found ample of customers. The vision of company Visit Britain is to build values
of tourism for country. Further, audit of chosen destination is also done in order to set goals and
objectives. Various media have been discussed which are used in campaign as well as
relationship between media and departments is also identified in this assignment.
1.1 Role of public relations within the travel and tourism sector as promotional tool
Public relations is considered as a practice of protecting as well as improving the
reputation of organization. It is also considered as a practice of maintaining healthy relationship
in between organization and its public like employee’s stakeholders, investors and partners. The
activities of public relations ensure current flow of information in between organization and
public. Public relations are considered as important tool because it helps in creating a positive
image of organization, awareness of brand, provides understanding of information, promotes
innovation and attraction of customers. Aim of visit Britain is to promote the tourism of Britain
among people in other overseas nations and influence them to make booking in tour packages
developed by tour operators. Public relations play an essential role in this process, not only in
attracting visitors but also make them feel happy in order to build a positive image. In the present
context, being a PR trainee in Visit Britain, it is essential to analyse the ways to make public
relations more effective and recognize role of public relation in travel and tourism sector.
Folkestone Kent is a port town on English channel in Kent south east England. It mainly lies on
1

the southern edge of North downs at a valley between two cliffs. It is the most suitable place
where tourists mostly attract and company can offer this seaside destination in their packages to
promote public relations.
For the promotion of business at Folkestone Kent, company will not use the promotional
tool of public relations like Attendance at public events, press releases, newsletters, blogging,
social media marketing etc. As per scenario, Visit Britain has its wide presence in online
marketing and therefore, company will use tool of social media marketing to promote its
business operations at Folkestone Kent.
It is also considered as a process of creating a positive image or practice of managing
flow of information in between the organization and its customers. Further, there are various
roles of public relation in context of Folkestone Kent as mentioned below:
 It is the main role of public relation that with the help of third party endorsement,
organization will be able to pitch their stories without considering sales (Role of Public
Relations in Travel and Tourism Industry, 2017).
 Public relation has its major role in increasing the connection of firm with people at
Folkestone Kent and provides a social media connection that brings incredibility which
helps in building a positive image among travellers at destination.
 Apart from this, public relations also play a significant role in improving consumer
awareness about the products and services which are newly introduced by management.
 Public relations also help the organisation to communicate with their public i.e.
stakeholders, investors and money lenders.
 Visit Britain company needs a strong internal communication with its customers for the
continuous regulation of business and operations in tourism industry (Morgan, Pritchard
and Pride, 2011). It also helps to bridging a gap between the organization and its
employees.
 Thus, through this analysis, it has been analysed that public relations is the most
significant element that plays major role in regulation of business operations and
influencing customers.
2

1.2 Analysis of public within travel and tourism sector
As per the above analysis, it has been analysed that public relations play a significant role
in smooth regulations and increasing promotion of travel and tourism in Britain. In this context,
being a public relation trainee, there are various important personnel have been identified that
plays major role in promotion tourism services in country. At seaside tourist destination i.e.
Folkestone Kent, there have been many environmental issues faced by tourists like air pollution,
loss of marine resources due to destruction of coral reef and sudden climate change, etc. Below
given are the goals and objectives of firm related to promotion of business of Visit Britain at sea
side destination, “Folkestone Kent” in order to develop the public relations.
 Increasing sales
 Improvement of relations with stakeholders like consumers, competitors, government,
investors, employees, etc.
 Increasing promotion through direct communication
 Providing quality of services and the best experience to customers
 Raising number of enquiries from our marketing communication activities by 15% at the
end of year
Below given are points that describe the public within travel and tourism that directly
have their relation with VisitBritain.
 Community: It is considered as the main party which provides major impact on the
relationship with customers. It is a group of people in society that belongs to single
religion or community. In order to raise the marketing and promotion of tourism, Visit
Britain needs to develop the relationship with people in different communities of UK or
other countries.
 Distributors: These are considered as the people who directly connected with the agency
and helps in promotion as well as sale of products and services (Hays, Page and Buhalis,
2013). In this context, VisitBritain has developed an effective relationship with its
distributors which have supported in increasing promotion of tourism in other countries.
Company has its distributors in many geographical regions which provides them support
in attracting people and providing information about their demands.
3

 Suppliers: Firms that which supports the organizations to increasing their promotion and
providing growth (Law, Qi and Buhalis, 2010). By making effective relationship with the
suppliers, organization will be able to improve its services.
 Employees: These are the major stakeholders of company which play a significant role in
accomplishment of various objectives of enterprise (Shani and et.al., 2010). These are
also considered as stakeholders that support in promotion of business at Folkestone Kent.
Organization in travel and tourism sector needs to develop an effective relationship with
employees so that they will support in increasing the promotion of tourism services and
providing growth to tourism sector of UK.
 Travellers: These are considered as the major parties on which organisation has its major
focus in order to influence them to purchase products and services (Kunczik, 2016). In
this context, the consumers of Visit Britain can be considered as travellers and tourists of
different countries. Company will use promotional tools like direct communication and
social media.
 Media: It is considered as a channel of communication or various news channels which
play a significant role in promotion of various tourist destinations within countries. In
order to promote the seaside destination of UK, Visit Britain has also developed an
effective relationship with various news channels to promote their advertisement and
campaigns. Media provides major support to the agency as they are directly connected
with the people of country and have major influence on the perception of people.
Main stakeholders of organization are its employees, visitors and government that
support them in expansion of business operations through promotion. Thus, these are considered
as public in travel and tourism sector from which the national agency has to develop positive
relations for marketing and promotion of tourism.
1.3 Importance of public relation to travel and tourism business
Company focuses on improving public relation because it is the most beneficial technique
which assist firm in creating awareness among consumers about travel services to various
destinations. Public relation is used as a promotional tool by VisitBritain when planning a
seaside tourism to Folkestone Kent which is port town on the English channel in Kent south east
England. Public relations play a vital role in improving relation with travellers and sharing their
4

tourism plans with them. It is important for the tourism organisation because of the following
factors:
 It assists company in creating awareness about its plan and travel services.
 Public relation is important as it helps in creating communication with consumers.
 It is important for determining the strengths and opportunities for business.
 It is important to build loyalty among customers.
 It helps in eradicating gap in between organisation and consumers.
Thus, public relation of VisitBritain assists the trainee in promoting awareness about
travel services and new plans like Seaside tourism to Folkestone Kent. In accordance with this,
the enterprise advertises about its services and plans with the use of public campaigning and
internet as it assists in establishing a strong connection with users. In this, PR trainee gets
connected with targeted consumers who can be interested in seaside destination tourism. On the
other hand, it assists firm in managing crisis and negative publicity because unusual
circumstances are not in control of company but with good public relation and positive impact of
services, the entity can manage and enhance its goodwill..
2.1 Range of public relations and promotions skills used in travel and tourism
Successful public relation of VisitBritain demonstrates its success of business and travel
activities among travellers who prefer Seaside tourism to Folkestone Kent. Range of PR and
promotional skills are as follows:
 Recognization of growth opportunities: For the promotion of seaside tourism in
Folkestone Kent, PR trainee focuses on determining opportunity which can be beneficial
for VisitBritain in profits and serving customer satisfaction. (Camilleri, 2018). Further,
for maintaining effective public relations firm focuses on analysing the travelling needs
and wants of tourist.
 Effective Communication:The current PR strategies used by VisitBritain is effective
communication in which the trainee of organisation focus on evalauting tourits
requirement by asking people to fill feedback forms which is the best strategy to make
effective public relation (Garrod and Fyall, 2017).
5

 Effective relationship with tourist:Relationship between tourism marketer and consumers
in Folkstone Kent is natural and interactive which is the major reason behind effective
and successful public relations.
3.1 Analysis of media used in public relations
Media is a tool which is used to broadcast information with the use of electronic tool or
online sources of promotion. Advertising of VisitBritain is used through various sources of
media like newspapers, magazines, television, radio, etc. Media plays a vital role in establishing
effective public relations with consumers. It helps in creating awareness among travellers at a
fast rate and at low priced budget. Broadcasting of VisitBritain is generally focused on the
following:
 Television: In this, company is focused on promoting about its services as it focuses on a
large number of consumers. Further, it assists the firm in gaining instant consumer
response which helps in determining effectiveness of travel plans (Morgan, Pritchard and
Pride, 2011).
 Radio: This is the best technique of maintaining public relation through media as on this,
enterprise broadcasts about its travel services and trips 24*7 according to the most heard
timing consumers.
 Electronic media: These days everyone spend most of their time on internet and
therefore, it is the best and easiest mode of promotion. In this, company can connect with
a large number of people at the same time. In this, the advertisement about services pops
on the social media access of consumers at least once in a day. The social media tools
used by VisitBritain are, Facebook, Whatsapp, Instagram, etc.
Hence, these media tools are used by PR trainee to create awareness among travellers
about the seaside trip to Kent. The management focused on media tools of promotion as it assists
in gathering effective response of public towards the services of company.
3.2 Relationship between public relations and the media
The relationship of media and public relations plays a crucial role and activities of both
terms are inter connected to each other at every aspect. Use of every tool of media connects
company with the consumers. VisitBritain focused on implenting use of tools of media to
maintain effective public relations as connection of both terms go hand in hand. Further, media
6

assists the enterprise in building exposure while PR assists the entity in enhancing trust of
consumers and travellers. However, relationship of VisitBritain and media is denoted by its
broadcast services on radio where the trainee advertises about travel schemes and travel services
and trips 24*7 on suitable timings as per the consumers (Camilleri, 2017).
For instance, when organising a trip to seaside, PR trainee of VisitBritain is focused on
improving public relations for which the firm has to make use of media like advertisement
through media is the visual source of communicating with travellers. Apparently, public relations
can be improved by communicating verbally with travellers. . For instance, it has been analysed
that the social media tools used by VisitBritain are Facebook, Whatsapp, Instagram, etc.
Therefore, marketing team understands that these days, everyone spends most of their time on
internet and it is the reason that firm uses social media the most for establishing effective
communication with travellers (Ngo, Tran and Tran, 2017).
3.3 Appropriateness of media used with different public relations techniques in travel and
tourism
Every tool of media has it owns benefits and limitations. Therefore, it is important for
company to make careful use of media tool when improving public relations. The marketing PR
trainee of VisitBritain focused on using tools like press conferences, advertisement in radio and
television, editorial, etc. It is important for VisitBritain to analyse appropriate media to connect
with the people of new areas because the time and habits of people across the globe are
completely different. Appropriate use of media tool assists the firm in enhancing effectiveness of
public relation plan (Khalilzadeh and Wang, 2017). The PR techniques aimed at bringing
popularity, creating awareness, increasing sales of company and its services. Media can be
negative when it comes to promotion of services and therefore, it is important for marketing PR
trainee to determine the appropriate use of media tools and techniques.
Media has been chosen as a source for establishing effective PR relations because it owns
various tools which assists trainee in connecting with a large number of travellers at one time.
Tools like television and radio advertisement are in reach of maximum number of population and
every individual analyses the facts demonstrated in advertisement (Hays, Page and Buhalis,
2013). Therefore, media plays a vital role in communicating about their travel services to
consumers which further helps in improving public relations. The firm will make use of media
7

sources that is television and radio advertising and will focus on large population through the
channels of social media, that is, Facebook, Instagram, Twitter, etc. Thus, to analyse
appropriateness of technique, the PR training makes use of 3 types of thinking process which are
as follows:
 Convergent: It is the ability to determine correctness of strategy as per the situation. It is
determined among the various multiple options.
 Lateral: It is an ability to solve problems with creative and problem solving approach of
the person who is involved in marketing and improving public relation.
 Creative: In this, the person solves problems with new and revised way of handling
situation in order to meet the new challenges.
4.1 Public relations plan
The public relation plan of VisitBritain is improving with the use of Francis Jeffkins
model which comprises 6 steps which are as follows:
Analysing situation
In this, the VisitBritain will focus on analysing its strengths and weaknesses as well as
focus on determining the needs of consumers towards travel services. The strength of
VisitBritain demonstrates that company has a strong control over its planning and organising of
trips and with the help of same, organisation has enhanced Seaside trip to Folkestone Kent.
However, major weakness of company is the advertising techniques due to which PR trainee of
travel organisation is focused on establishing effectiveness of PR plan by making systematic
process of connecting with consumers.
Goals and objectives
The ultimate goal of VisitBritain is to promote its business operations at seaside
destination, Folkestone Kent, which is port town on the English channel in Kent south east
England. Apparently, objective is to create awareness among consumers about its travel services
through public relation plan.
OBJECTIVES OF VISITBRITAIN FOR EXPANDING BUSINESS OPERATIONS AT
SEASIDE DESTINATIONS FOLKESTONE KENT
 To gain consumer base by 5 percent
 To gain profits and revenue by 11 percent
8

 To determine the needs and wants of travellers from company and its services
 To spread awareness about seaside trip of company with the use of tools of media
Defining Public of Seaside tourism places of Folkestone Kent
Researching about the market and public plays a vital role in effectiveness of public
relation plan as it will assist in determining the tastes and preferences of consumers of seaside
travellers. In this, it is important for VisitBritain to ensure that the practices of company are
focused on not harming rights, emotions and feelings of any individual in society.
Selecting Media
In this step, VisitBritain will focus on analysing an effective media tool according to
Folkstone Kent to promote its services in order to establish public relations and make people
aware about their travel services.
Media Description
Magazines and
newspaper
VisitBritain will focus onadvertising about its trip on Newspapers and
magazines
Social media Social media is the best advertising technique to connect with seaside
travellers of Folkstone Kent which will assist travel company in creating
awareness among consumers via internet on Instagram, Facebook, Twitter,
etc. (De Moya and Jain, 2013)
Promotional
campaigns
In this, PR trainee of Visit Britain will focus on enhancing public relation
by creating verbal communication with them by organising promotional
campaigns at prime locations such as malls, universities, etc.
Direct Public
relation events
In this the marketing team will focus on directly interacting with people
and sharing information about the plans as well as travel trips of
VisitBritain in public event, conferences and seminars.
Determining budget
The budget will be set according to advertising techniques used of company to establish
effective public relations at seaside destination, Folkestone Kent.
Implementation and control
9

 Day-to-day analysis of public relations, plans and budgets to ensure optimum use of
resource and techniques of company.
 Evaluation of changes in planned and actual performance of PR plan
 Distinguishing more effective strategy to improve PR plan and travel trip services
 Comparing the performance of public relation and giving response towards the services
of VisitBritain.
4.2 The effectiveness of public relations plan
Measuring the effectiveness of PR program plays a crucial role in determining the
performance of plan. It is done by analysing the response of public through media impressions,
traffic on website, lead sourcing, press clippings, etc. The effectiveness of plan assists company
in formulating its business operations according to needs and wants of consumers. Further,
attitude and changing behaviour of public towards services of company is the major factor which
demonstrates positive response of relation. It is important for the firm to establish effective
public relation plan in order to determine the growth and development of its business operations
in new areas. Surveying the masses after public campaigning demonstrates performance and
effectiveness of plan. The effectiveness of public relation plan is demonstrated by audience as it
helps in determining connection and number of population which is influenced by advertising
campaigning of an enterprise. The effectiveness of plan is denoted by views and voices of end
users.
Further, to ensure effectiveness of plan, it is important for company to be a good story
teller which is half baked. In this, the firm formulates effective advertising plans and strategies to
attract travellers. In order to analyse the effectiveness of public relation plan, it is important for
company to echo beyond chambers that is to reach every area to improve public relation (Austin
and Pinkleton, 2015). Further, the effectiveness of plan is represented by consumer response
towards travel services of VisitBritain. Moreover, effective public relation is the technique which
assists in deriving potential travellers who can be offered with discounts and schemes in regular
tourism services. Thus, the effectiveness is denoted by validating results and traveller’s
responses.
Apart from this, effectiveness of public relation plan is supported with profits and
accomplishment of organisational goals. Therefore, measuring effectiveness of PR plan plays a
10

crucial role in the success of VisitBritain expansion plan as it will assist in determining the
success and efforts of PR trainee and its marketing efforts. Hence, with the help of outcomes of
PR plan, company is able to derive measurable PR goals and objectives (Gurău, 2017).
Henceforth, it is most effective plan and strategy which assists in determining the success of
company’s objectives and plan of attracting consumers of new market.
CONCLUSION
The report summarized the Public relations which is strategy used by company to
maintain effective relation with customers. Further, report evaluated role of public relation in
Travel and tourism industry. Moreover, it analysed the strategies used by VisitBritan to improve
its Public relation with travellers when promoting tourism at seaside location in Folkestone Kent.
Apart fromt his the report outlined the use of tools of media which assist the marketing PR
trainee of VisitBritain in establishing effective communication with travellers. Thus, the report
concluded with the effectiveness of PR program which assist the firm in determining growth and
development of its business operations in new areas.
11

REFERENCES
Books and Journals
Camilleri, M.A., 2017. The promotion of responsible tourism management through digital
media. Tourism Planning & Development. pp.1-19.
De Moya, M. and Jain, R., 2013. When tourists are your “friends”: Exploring the brand
personality of Mexico and Brazil on Facebook. Public Relations Review. 39(1). pp.23-29.
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.
Khalilzadeh, J. and Wang, Y., 2017. The economics of attitudes: A different approach to utility
functions of players in tourism marketing coalitional networks. Tourism Management.
65. pp.14-28.
Kunczik, M., 2016. Images of nations and international public relations. Routledge.
Law, R., Qi, S. and Buhalis, D., 2010. Progress in tourism management: A review of website
evaluation in tourism research. Tourism management, 31(3), pp.297-313.
Morgan, N., Pritchard, A. and Pride, R., 2011. Destination brands: Managing place reputation.
Routledge.
Morgan, N., Pritchard, A. and Pride, R., 2011. Destination brands: Managing place reputation.
Routledge.
Morrison, A.M., 2013. Marketing and managing tourism destinations. Routledge.
Shani, A., Chen, P.J., Wang, Y. and Hua, N., 2010. Testing the impact of a promotional video on
destination image change: Application of China as a tourism destination. International
Journal of Tourism Research, 12(2), pp.116-133.
Austin, E.W. and Pinkleton, B.E., 2015. Strategic public relations management: Planning and
managing effective communication campaigns (Vol. 10). Routledge.
Gurău, C., 2017. Integrated online marketing communication: implementation and management.
Journal of communication management. 12(2). pp.169-184.
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.
Ngo, X.T.N., Tran, M.N.M. and Tran, H., 2017. Impact of Advertising and Public Relations on
Tourism Development in Da Nang, Vietnam. Tourism and Opportunities for Economic
Development in Asia, p.1.
12

Camilleri, M.A., 2018. Integrated Marketing Communications. In Travel Marketing, Tourism
Economics and the Airline Product. Springer, Cham. (pp. 85-103).
Garrod, B. and Fyall, A., 2017. Collaborative destination marketing at the local level: benefits
bundling and the changing role of the local tourism association. Current Issues in
Tourism. 20(7). pp.668-690.
Online
Role of Public Relations in Travel and Tourism Industry. 2017. [Online].Available through:
<https://whitewaterpruae.wordpress.com/2016/02/23/role-of-public-relations-in-travel-
and-tourism-industry/>. [Accessed on 11th November 2017].
13