Role and Importance of Public Relations in Travel and Tourism

This report discusses the role and importance of public relations in the travel and tourism industry. It covers the functions of public relations, analysis of different publics, and the use of media in PR campaigns. The report also includes a public relations plan for a specific destination.

Public Relations and
Promotion in Travel and
Tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1 Understanding role and importance of effective public relation for travel and tourism........1
1.1 Functions of public relations among the travel and tourism sector - ....................................1
1.2 Analysation of Public in context of tourism and travel -.......................................................2
1.3 Importance of public relations within the travel and tourism business :...............................3
LO 2 Relation and promotional skills within travel and tourism.....................................................4
2.1 Application of various promotion skills and public relation skills in within the tourism and
travel - .........................................................................................................................................4
LO 3 use of media In public relation for travel and tourism...........................................................5
3.1 Analysation of media which are used in the public relations - .............................................5
3.2 Relationship between the media and public relations -.........................................................5
3.3 Evaluation of appropriateness of use of media within the various techniques of public
relation in context to travel and tourism -....................................................................................6
LO 4 public relation plan for travel and tourism.............................................................................6
4.1 Environmental Analysis of Dreamland Margate - ................................................................6
4.2 Public Relation Plan and its effectiveness - .........................................................................7
CONCLUSION ...............................................................................................................................9
REFERENCS...................................................................................................................................9

INTRODUCTION
Public relations in travels and tourism are important parts of sales and marketing
function. It includes the improved promotions understanding among operators and their
public. Promotion plays a major role in the travel and tourism to attract more audience
to the destinations.
Dreamland Margate is an entertainment centre and amusement park which is
situated on the traditional English seaside funfair placed at Margate, Kent, England. It is
the world-class visitor's attraction which offers an amazing experience to friends and
families all fun for the festivals. The report highlights the functions and importance of
public relations among the travel and tourism sector. Analysing the different diversity of
public on audience within the defined sector. Application of various range of promotion
skills and public relations in the context of travel and tourism. The report carried forward
with the analysation of the different media used in the public relations. Accessing the
relationship among the media and public relations. Various public relation techniques in
the tourism and travel industry. The report ends with the public relation plan identifying
keys and objectives public's and reviewing the effectiveness of public relation plan.
LO 1 Understanding role and importance of effective public relation for travel
and tourism
1.1 Functions of public relations among the travel and tourism sector -
Public relation in tourism and travel plays a vital role because it is the
promotional tool which is extensively used in the activities related to the strategic
marketing and is integrated with communication related to marketing. Visit Britain, which
is the national tourist agency in Great Britain acting as tool of public relation for the
tourism service promotions in London(Martin, Jin and Trang, 2017).
The agency creates a positive relationship among the public through various
promotional medium for the promotions of Dreamland Margate are YouTube, Facebook
and different blogs etc., This helps to create a positive image in minds of incoming
tourist and existing tourist visiting the Dreamland Margate. With the help of public
relation customers and tourist can be informed about the new services which are
provided at Dreamland. The main function of public relation is advertising and creating
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awareness among tourist and visitors about the Dreamland and thus this directly
contributes to the economy by increase in revenue and business. The public relation
generate the positive broadcast and coverage of news related to destination in digital
and print media(Boniface, Cooper and Cooper, 2016). They regularly monitor digital and
print media such as social media, newspaper, magazines and TV advertisement and
avail through changes if its is necessary for the promotional activities of Dreamland.
Researching the content written data of the Dreamland which is going to be published,
managing and preparing the researching team so that they can deliver appropriate
content to the public so that they can easily attract tourism to the destination. Public
relation attend the PR or media related events as a representative of Visit Britain
promotes the Dreamland. They communicate with the media personnel on the daily
basis so that they can keep eye on the all activities related to promotions and avails
through its impact on the public and determine whether they can successfully create a
positive image in the minds of the public or not(Lumsdon, 2016).
1.2 Analysation of Public in context of tourism and travel -
Analysis of diversity of current visitors :
Current visitors coming to visit Dreamland have a diversified honour which is
related to the tourism. Various types of tourists from all around world mostly prefer to
travel to Dreamland for its amusement park and natural beauty. The current tourist who
are visiting the tourist destination Dreamland can be classified by the following types -
 Domestic tourist – Domestic tourist's preference is an overnight stay and full
day enjoyment, excitement and happiness. Dreamland Margate is the best place
for domestic visitors to chill out for the whole day with amazing rides and cultural
attraction.
 Education Tourism – Students from other countries around the world and within
the UK choose Dreamland to visit because the town's cultural hub, showcase the
best modern art which attracts students(Robinson and et.al., 2016).
 Business Tourism – Business tourist from Bristol, Southampton and London
travel Margate for business visits. As these cities are nearby Dreamland,
business traveller can easily visit the Margate.
Analysis of diversity of potential visitors :
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The potential tourist who are expected to visit Dreamland Margate can be
adventure junkies and international tourist. Dreamland has the greatest expectation in
coming season in terms of tourism. Tourism generates the great earnings and jobs
which directly benefits the economy of the UK(Otgaar, Van Den Berg and Feng, 2016).
 International Tourist – The tourism and travel sector is benefiting through
intentional tourists. Tourist from US, Asia and China prefer to visit UK. Being a
part of UK, Dreamland Margate has a potential to attract the international tourists
which generates the profit to the destination. Dreamland has a potential because
of it adventurous rides and showcase of modern art along with seaside(Hall, Le-
Klähn and Ram, 2017).
 Adventure Tourism – Young and youth people are majorly interested in the
destination which provides an adventurous and thriller experience to them.
Dreamland is all about adventure and thriller along with the huge calendar events
including the live music and street food.
1.3 Importance of public relations within the travel and tourism business :
Public relation is very important promotional tool for the promoting and enhancing
the popularity of the destination among the public. Some more importance are
described below -
 A expert of public relation access through promoting the Dreamland more among
the public and creating and positive image among the existing visitors and new
visitors(Lumsdon, 2016).
 Public relation helps to enhance the popularity of the Dreamland among the
public. This tool will help to attract more tourist to the park so that they can have
an amazing experience of the rides and have a quality time with family and
friends and thus this will increase the income and profit margins of Dreamland.
 More and more people are influenced to visit Dreamland. This activity by agency
helps them convince tourist and public about the importance of Dreamland as
best destination to visit with the family and friends and avail through amazing
experience(Otgaar, Van Den Berg and Feng, 2016).
 Promotional and PR activities are performed in a manner so that they can
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change the behaviour of tourist to gain the target set by them. This will help them
to attract more tourist to the Dreamland.
 Public relation is very important in creating the popularity of the Dreamland
among the tourist(Hall, Le-Klähn and Ram, 2017).
LO 2 Relation and promotional skills within travel and tourism
2.1 Application of various promotion skills and public relation skills in within the
tourism and travel -
Public relation skills -
Creativity : To boost up the tourism visibility to the Dreamland Margate innovative ideas
are implemented by the VisitBritain agency which can be hotel services, car rental etc.,
The innovative ideas are helpful for raising number of public relation. Green business
practices are regulated by agency within the Dreamland which is a good idea to follow.
Communication skills and writing skills : Tourism industry is highly dynamic and
agencies need to apply appropriate PR skills for positioning themselves and making
their services more observable to public with the help of different media sources. A
candidate with good communication and writing skills will be more fruitful for agency for
promoting the Dreamland through social networks, blogs in PR and which are reliable
for targeting the audiences(Boniface, Cooper and Cooper, 2016).
Presentation: It is one of the main public relation skills which is important for
employees of tourism to have in order to make guests happy by answering all questions
asked by them. For visiting destination and making guests pleased it is important to
have this skill.
Promotional Skills are -
Active Listening : Active listening is the main promotional skills. Giving full attention to
other people's saying, and taking time for understanding points are being formed,
asking appropriate questions and not interrupting at wrong times.
PR campaign for Dreamland
As a PR in a reputed travel organization VisitBritain it has been found that there is a
decline of a sea side destinations visits by the tourists. For attraction a campaign is
launched which provides an all expense inclusion trip which will provide all the
necessary actions which can be increase the sales to the seaside destinations. Various
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social media platforms are used to increase the sales and to increase the marketing.
This plan is used to attract customers to visit dreamland and for the better generation of
profit.
LO 3 use of media In public relation for travel and tourism
3.1 Analysation of media which are used in the public relations -
Media which are used by the VisitBritain for the Dreamland with PR are
elaborated below-
Social Media : Social media is the main media that can be easily used by the agency to
promote the Dreamland within the wide range of public across the world. It is the most
powerful tool to reach to the audiences and avails them with the services and amazing
experience of the Dreamland and invites them to visit the destination once. Different
social media can be Twitter, Facebook, Instagram etc., which are most popular online
platform(Camilleri, 2018).The department is helpful for analyzing effectiveness of the
social media and is helpful in providing the promotions on various channels.
Customary media: To build goodwill and acknowledgement the VisitBritain can use
Customary media. Beside from specialized tactics of promotions, planning of PR is also
done on the basis of events and trades, advertisement on televisions, direct mails and
newspaper columns/ media, social campaigns and seminar (Vellas, 2016). Customary
media is helpful for PR campaigns to promote the destination effectively.
Local media : Most common way of PR that can be used by VisitBritain which can be
Local cable TVs used to commercials of air and considering celebrity endorsements.
Local media is also helpful and effectively used tool for promotional and thus gain huge
attraction of individual.
Classifieds : Yellow pages and classified newspapers can be used to attract the
targeted public in Margate and can be performed with the minimum investment.
Somehow classified can also be utilised by PR department so that it can be expressed
well in front of public.
3.2 Relationship between the media and public relations -
The relationship between the PR department and media is tangled and
dependent. In PR industry media is considered as the most supporting subject that is to
be mattered. The data are needed to be placed within the news and other publication by
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the PR department in VisitBritain. This is very helpful for the agency to establish the
necessary approaches for communication with national public's. The main point of link
within agency, PR department and the media would control all information which can be
required by journalists. The PR and media both of them are interconnected with each
other which further helps in enhancing effective promotions. They both work on
promoting the sites and places. PR differs from other marketing tools, it helps in
generating awareness which further helps in strengthening it relationship with media.
Social media : The major advantage of social media marketing in VisitBritain is related
to the cost. With the help of social media they can easily target the audience with the
little or no cash investment. However, feeding and updating data on social media
platform takes more time and efforts(Seetanah and Sannassee, 2015).
 Local media : The main advantages of local media is to offer sound, sight,
colour, motion and special effects. In this form of media viewers are not actively
involved. And the fees of production and cost of air time make it more expensive
as compare to other media sources.
 Classifieds : It is very appropriate mode of promotions through the newspapers
where readers can easily go through the content, and they can target the wide
range of audience and can timely deliver their message to the public. But
whereas it is not popular among the all age group(Becker, 2016).
In addition, it can be said that public relation refers a mutual understanding and an
effective relation between public and organization. When an organization have a good
image in the eyes of people and there is no one who feel jealous and have negative thought
about the company than it can be considered a pubic relation. On the other hand, media
relation is using media to the great extent in order to make people aware and making them
beneficial. So, it can be said that aim of both is the same and it is all about pleasing people
or public.
3.3 Evaluation of appropriateness of use of media within the various techniques of public
relation in context to travel and tourism -
Classifieds are used by VisitBritain as a mode of media for reaching to each and
every targeted public. This technique of PR is beneficial for the Public relation personnel
to came up with top-quality result for tourism and travel. According to the public relation
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personnel it is better for the agency to promote and publish the information related to
Dreamland Margate on the newspaper other than televisions as it is most
suitable(Otgaar, Van Den Berg and Feng, 2016). It had a very positive impact on the
public more and more audience are attracted towards the Dreamland and excited to
visit. It is cost effective method of publishing the data through this mode. This has a
positive impact on the promotional activity as it can reach to the wide range of public
and timely deliver their message through the audience. The social media is also used
by the VisitBritain to promote the Dreamland and attract more people to the visit their,
and they can easily avail the accidence through the information related to the fair and
amazing ride and invite them to go through the thriller and adventurous experience and
revisit again(Mair, Ritchie and Walters, 2016). The choice of appropriate medium helps
in doing careful work and promote the event or destination in an appropriate manner.
Social media has been chosen as an appropriate media for PR campaign as it helps in
reach to the target visitors and promote the destination in a much more appropriate
manner.
LO 4 public relation plan for travel and tourism
4.1 Environmental Analysis of Dreamland Margate –
Objective
The main objective of this plan are
 To promote various tourism as well as travel services within dreamland
 To build awareness about numerous ancient spots in dreamland among visitors.
 To bring the improvements and developments in travel services for the
accessibility and convenience of visitors(Fine, 2017).
 Message
 The main emphasis is basically upon developing the plan of public relation
regarding Visit Britain. It will advertise and promote the harmonious and healthy
relations between company as well as public through the establishment of strong
communication and understanding.
 Facts finding
 All the data and facts which are related to different tourist destination like
Dreamland are recognized. Constant efforts for the development of high
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reputation of travel sector are made. The basic improvements which are required
in services of numerous company departments are recognized. All remarkable
facts are assessed because they are significant in development process. Besides
this, the problems along with opportunities prevailing in the country are also
gathered(Mair, Ritchie and Walters, 2016).
 Planning as well as programming
 Various strategies are being established for solving the problems and
issues that are explored in above mentioned stage. The public relations assists
the organization as well as government for developing the way and path which is
helpful in making strategies and tactics for nation.
 Action and communication along with relation
 Tools of Public relation helps the company to create the good and
harmonious relationship between public as well as organization through the
establishment of powerful communication. Feedback from public are gathered
from large number of websites so that the different strategies used by the
company can be altered according to needs and demands of the
consumers(Camilleri, 2018).
 Utilization of media
 Numerous channels in social media such as YouTube, Facebook and
Twitter and many more will be utilized for promotion as well as advertisement of
Dreamland. Social media platform will eventually help in tapping the wide
geographies and varied number of people within a quick period of time. Generally
it is predicted that this ultimately will promote the travel services in Dreamland
and will help them to have a large customer base. The online landscape will
prove to be the most efficient tool through which Dreamland can entice large
customers and provide top class services to them(Laws and Prideaux, 2017).
Political Factors : Dreamland is a most popular amusement park with its thriller rides
and amazing cafes and food streets with the historical architecture. It contributes the
huge amount of profit and income to economy of UK. Various political factors directly
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affects the public attraction to the Park. Political factor such as governmental
regulations and laws related to the tourism & travel which affects the London tourism
industry(Robinson and et.al., 2016).
Economic Factors : Various economic factor such as purchasing power, GDP, living
standard, inflation, recession and income level etc. affects the Dreamland Margate.
Financial crises in 2008 have an adverse effect on the visitors of the Dreamland as
recession in the market the number of visitors eventually fall down and the profit
maximization of the Dreamland also decreases.
Social Factors : In UK it is very challenging for the agencies to maintain the level of
tourism services. People from different culture, nations, background, religion etc. visit
London and there they will eventually visit the Dreamland for their leisure thus this has a
direct impact on the tourism services which are provided to the tourist according to the
local taste and culture(Fullerton and Kendrick, 2017).
Technology Factors : Nowadays social media marketing and mobile marketing are in
focus for the promotion activities as more and more all ages are connected with the
online platform so it is very helpful to reach through the wide range of audience and
easily attract them. Tourism agency VisitBritain is emphasizing more on these channels
for the promotional activities and it is very helpful for them to enhance the number of
visitors to the park and attract new tourist to visit the Dreamland(Camilleri, 2018).
Legal Factors : It is necessary to maintain the discipline and control in the tourism
services. This can be easily done by establishing the set of regulations and laws which
can help the Dreamland to improve their tourism services which are rendered to their
visitors. Dreamland has availed up their set of rules and regulation for all the visitors
and also for their staff for the amazing experience of their visitors(Seetanah and
Sannassee, 2015).
4.2 Public Relation Plan and its effectiveness -
Effectiveness of public relation
PR campaign is a series of activities which is planned in advance as per the
desired goal. It is one of the most effective way of campaigning as it helps in shaping
the perception of people for the organization and develop relationship with them in an
appropriate manner. It is one of the most effect way of campaigning because it helps in
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reaching the target audience in a proper manner and deliver the message accurately.
 Strategy
 The various promotional strategy could be used by company so that they
can easily promote the Dreamland Margate. By this they can easily build brand
reputation and position among market. The social media, and intenet marketing
is to be used by company for further promotions.
CONCLUSION
From the above study it is concluded that public relation and promotion are the
important tool for brand building and brand positioning. VisitBritain with the help of
strategic PR activities easily generate the promotion aspects for the Dreamland
Margate, which is affected by the low tourist traffic. Different promotional tools are very
helpful for the VisitBritain to attract the large number of people with the minimum cost.
With the help of such PR activities positive image has been created in the eye of the
targeted audience. To lightweight the tourism aspects of Dreamland, VisitBritain should
concentrate more on the social media so that they can easily go through the all ages
and attract more and more peoples to visit and raise their profit and income which is
further contributed to the economy of the UK. It is very important for government of
every nation to use effective strategies of tourism to attract the large number of visitors
to the country. Thus, the great revenue further can be utilized for the development and
innovations within the travel and tourism industry.
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REFERENCES
Books and Journals
Becker, E., 2016. Overbooked: The exploding business of travel and tourism. Simon
and Schuster.
Boniface, B., Cooper, R. and Cooper, C., 2016. Worldwide destinations: The geography
of travel and tourism. Routledge.
Camilleri, M.A., 2018. Travel marketing, tourism economics and the airline product. An
introduction to theory and practice. Springer.
Fine, S.H., 2017. Marketing the public sector: Promoting the causes of public and
nonprofit agencies. Routledge.
Fullerton, J. and Kendrick, A., 2017. Country reputation as a moderator of tourism
advertising effectiveness. Journal of Marketing Communications.23(3). pp.260-
272.
Hall, C.M., Le-Klähn, D.T. and Ram, Y., 2017. Tourism, public transport and sustainable
mobility. Channel View Publications.
Laws, E. and Prideaux, B.R., 2017. The significance of crisis communication in the
aftermath of 9/11: A national investigation of how tourism managers have re-tooled
their promotional campaigns. In Tourism Crises (pp. 89-102). Routledge.
Lumsdon, L., 2016. Marketing for tourism. Springer.
Mair, J., Ritchie, B.W. and Walters, G., 2016. Towards a research agenda for post-
disaster and post-crisis recovery strategies for tourist destinations: A narrative
review. Current Issues in Tourism.19(1). pp.1-26.
Martin, B.A., Jin, H.S. and Trang, N.V., 2017. The entitled tourist: The influence of
psychological entitlement and cultural distance on tourist judgments in a hotel
context. Journal of Travel & Tourism Marketing.34(1). pp.99-112.
Otgaar, A.H., Van Den Berg, L. and Feng, R.X., 2016. Industrial tourism: opportunities
for city and enterprise. Routledge.
Robinson, P and et.al., 2016. Operations management in the travel industry. Cabi.
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.
Vellas, F., 2016. The international marketing of travel and tourism: A strategic
approach. Macmillan International Higher Education.
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