Public Relations and Tourism Marketing
Added on 2020-06-05
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PUBLIC RELATIONS ANDPROMOTION IN TRAVEL ANDTOURISM SECTOR
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................11.1 Role of public relations within the travel and tourism sector as promotional tool...........11.2 Analysis of public within travel and tourism sector.........................................................31.3 Importance of public relation to travel and tourism business...........................................42.1 Range of public relations and promotions skills used in travel and tourism...................53.1 Analysis of media used in public relations.......................................................................63.2 Relationship between public relations and the media......................................................63.3 Appropriateness of media used with different public relations techniques in travel andtourism....................................................................................................................................74.1 Public relations plan.........................................................................................................84.2 The effectiveness of public relations plan......................................................................10CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................12
INTRODUCTIONTravel and tourism sector is considered as soul of every major economy that providesdirect and indirect support towards increasing growth and development of tourism. Throughdevelopment of effective public relations, organization in travel and tourism sector has achievedcontinuous success in their business operations (Law, Qi and Buhalis, 2010). Making effectivepublic relations can be referred as the process of strategic communication that creates a mutualbeneficial 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 traineeof Visit Britain. It is a national tourism agency which is also responsible for increasing thetourism of Britain. Various approaches have also been explained that support in improving thepublic relations and promotion in this sector. Analysis of seaside destination Folkestone Kent isdone at which company will promote its business operations and it is well tourist destinationwhere they will found ample of customers. The vision of company Visit Britain is to build valuesof tourism for country. Further, audit of chosen destination is also done in order to set goals andobjectives. Various media have been discussed which are used in campaign as well asrelationship between media and departments is also identified in this assignment. 1.1 Role of public relations within the travel and tourism sector as promotional toolPublic relations is considered as a practice of protecting as well as improving thereputation of organization. It is also considered as a practice of maintaining healthy relationshipin between organization and its public like employee’s stakeholders, investors and partners. Theactivities of public relations ensure current flow of information in between organization andpublic. Public relations are considered as important tool because it helps in creating a positiveimage of organization, awareness of brand, provides understanding of information, promotesinnovation and attraction of customers. Aim of visit Britain is to promote the tourism of Britainamong people in other overseas nations and influence them to make booking in tour packagesdeveloped by tour operators. Public relations play an essential role in this process, not only inattracting visitors but also make them feel happy in order to build a positive image. In the presentcontext, being a PR trainee in Visit Britain, it is essential to analyse the ways to make publicrelations 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 on1
the southern edge of North downs at a valley between two cliffs. It is the most suitable placewhere tourists mostly attract and company can offer this seaside destination in their packages topromote public relations.For the promotion of business at Folkestone Kent, company will not use the promotionaltool 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 onlinemarketing and therefore, company will use tool of social media marketing to promote itsbusiness operations at Folkestone Kent. It is also considered as a process of creating a positive image or practice of managingflow of information in between the organization and its customers. Further, there are variousroles 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.1.2 Analysis of public within travel and tourism sectorAs per the above analysis, it has been analysed that public relations play a significant rolein smooth regulations and increasing promotion of travel and tourism in Britain. In this context,2
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