Public Relations and Promotions in Travel and Tourism - Bournemouth

This report examines the critical role of public relations and promotions within the travel and tourism industry, using Bournemouth as a case study. It begins by defining public relations and its significance in building brand image, managing information, and fostering relationships with stakeholders, including customers, shareholders, and the general public. The report then delves into the importance of PR as a promotional tool, communication facilitator, awareness creator, and crisis management strategy. A detailed analysis of the target audience within the travel and tourism context is provided, focusing on consumers, local communities, employees, and government entities. Furthermore, the report explores the skills required for effective PR, such as recognizing opportunities, information gathering, presentation skills, and the ability to draw attention. A destination audit of Bournemouth is presented, considering demographic, economic, and political factors impacting tourism. The report concludes by highlighting the role of various promotional activities, like festivals and events, in attracting tourists and enhancing the destination's appeal. Overall, the report emphasizes the strategic importance of PR in driving tourism success.

Public Relations and Promotions in Travel and
Tourism.

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
A Evaluate and discuss the importance of Public relation and analyse of diversity of Public or
audience..................................................................................................................................3
B. An Audit of the selected destination environment. ...........................................................6
TASK 2............................................................................................................................................8
A. Identify and analysis the key media use to assess the relationship between different
departments ............................................................................................................................8
B. Appropriateness of media that have chosen for PR campaign........................................10
TASK 3..........................................................................................................................................10
A. Review the effectiveness of your Public Relations campaign and strategy to implement
plan. .....................................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES .............................................................................................................................13

INTRODUCTION
Public relations is practice to coordinating information in individual and an organisation
and in public. It is an strategic communication process companies, individuals and organisation
that helps in creating mutual relationship with the public. In every industry public relation plays
an important role to make healthy relationship with consumers and other stakeholders. It helps in
build positive brand image and strong bond with their target audience. This report is based on sea
side destination Bournemouth. This report is based on role and importance of public relation in
travel and tourism sector as an promotional tool and target audience of travel and tourism sector.
Further it evaluate range of public relations and promotional skills and role of media in maintain
public relations and their relationship with each other. In addition to appropriate media source in
maintaining public relations and develop and effective public relation plan.
TASK 1
A Evaluate and discuss the importance of Public relation and analyse of diversity of Public or
audience.
Role of public relations within the travel and tourism sector.
Public relations in the process or chain of activities that helps in creating an positive
image in mind of consumers and target audience. It can also be called as manage or sharing
information and data between organisation and masses. Public relations is an important
marketing tool and goals and objectives of organisation and department closely related to each
other to reach at desirable outcomes (Beeton, 2016). The main goal of marketing is to introduce
new products and services at right time and at right place and ultimately sell the product into
market. It helps in achieve goals and objectives by creating awareness about company, products
and helps in build a strong image in market place. Public relations is an part of promotional mix
tools in which Advertising, sales promotion and direct selling consist in it. It is an great
promotional tool to advertise and helps in create awareness about their services and achieve
attention of people that helps in increase their profitability (De Moya and Jain, 2013. ). There
are various public's in which includes customers, shareholders and general public and money
lenders that plays major role in creating strong brand image in travel and tourism industry. There

are various usage of public relations in which press relations, publicity of products and corporate
communication with sponsorship that affect individual and group.
Importance of public relations to travel and tourism businesses.
Public relations is one of important tool to promote their business portfolio by promoting
an event or destination by building an strong image in marketplace (Lahav, Mansfeld and
Avraham, 2013.). Here are the uses of public relations in travel and tourism industry that are as
follows:
Promotional tool:
PR is used as an major element of promotional mix and its main objectives is to create an
positive image in marketplace by promoting new activities and modification in their objectives
and management that helps to reach at desirable objectives (Law and et.al ., 2015.). With help of
press release, conferences and sponsorship programs and prizes in competition and invite new
journalist that all activities helps to promote their products and services in distinctive way.
Communication tool:
In an organisation communication plays very important role and in that public relations
are very important in both internal and external interaction. In internal communication sharing of
ideas and views with employees and in external includes customers, shareholders that inform
about changes in vistiBritain in which there public relation department focus on increase sales of
Bournemouth sea side destination which focus on catching attention of youth. With help of
public relations they can easily share knowledge and information in both internal and external
environment and get desirable outcomes.
Creating awareness:
The one of important aspect of public relations in travel and tourism industry consist of
paying attention and given credit with help of advertisement, charities and other sources that
helps in build positive image. It is an important part to create awareness by existing and other
stakeholders and create an strong relationship with them.
Crisis management:
To create positive image in front of consumers are important task of PR on other hand it
also helps in managing adverse publicity in works and procedures. Anytime or anywhere bad
things in organisation happens and it is also uncontrollable. Overcome with the negative results

and convert and cover it with positive publicity are main task of public relation as an marketing
tool.
Analyse public's within a travel and tourism context.
To reach at desirable goals and objectives organisation have to take care about needs and
wants of stakeholders in which includes localities, local companies and media, personnel and
government and competitors with business associations (Wdolnicar and Ring, 2014..). In case
of Bournemouth that is an national tourism agency that operates in almost 21 countries to operate
their business they have to engage with various stakeholders with focus on enhance sales by
rising attention of youth in Bournemouth. There are various kind of stakeholder within tourism
sectors that are classified and discussed underneath:
Target audience or consumers:
The main audience or target audience of Bournemouth sea side destination which focus
on raise services so that they can enhance sales in proper way. is people who love to visit
various places and want various adventurous activities so that organisation work to given
delighted experience to their consumer base (Evans, Stonehouse and Campbell, 2012.). In
consumers of travel industry includes business travellers and visitors of various destinations,
sites are the very important stakeholders. In travel and tourism industry when tourist visit some
place and spend their money and then Bournemouth give delighted experience to them that helps
in promote their services by word of mouth.
Local people:
Local people plays very important role in travel and tourism sector, they are passionate
and work for legitimacy and resist for development of destinations (Hanusch, 2012.). Hence
organisation have to involve them in taking important decisions so that they feel engaged with
them and give their best. On other hand local people by their values and culture give delighted
experience to tourist.
Employee and professionals:
In travel and tourism tourism employees, consultants are very important factor that helps
in developing business of that sector. It is one of fastest developed sector by 11% of employment
that contributes in 2025 and that figure show importance of these stakeholders in Bournemouth
agency but they are lack in their Bournemouth sea side destination that decline due to lack in
interest of young people.

Others:
There are some other stakeholders too in travel and tourism industry in which includes
tourism planners, institutions that engaged in finance of tourism projects and trade unions in
organisation and educational centres with specialist in tourism sectors are important players that
contributes in economic development of Bournemouth.
Local Government: The local government also plays an important role in developing a
tourism within a specific place. The are in defined position to understand the special features of a
particular destination and thus they develop proper experience for the tourist those are willing to
visit that place. So local authority of England use to develop various transportation means for
tourist so that they can easily reach the destination Bournemouth.
Tourist: Travellers that includes business tourist and visitors to specific sites,
monuments and other tourism destinations are consider to be most important stakeholders.
Tourists visit various places according to their choice spend money and may promote the
specification of site and their experience through social media. Similarly the respective sea side
have beautiful attractive nature that hold the interest of tourist so that they can feel relaxed,
comfort and visit again in nearby future. In the context of Bournemouth there are number of
tourist those visit during a specific time frame those spend money and time and share their
experience so that other visitor get knowledge about the place.
B. An Audit of the selected destination environment.
Range of public relations and promotions skills.
To successfully implement public relations activities organisation have to require some
specific skills set to engage people in direct manner ( Laws and Prideaux, 2013.). In PR
activities quality of information should be important in comparison to quantity and quality is one
of important factor in travel and tourism sector. There are some specific skill set that are as
follows:
Recognizing opportunities frequently:
Opportunities is one of important aspect in success and for that organisation have to
observe in good manner by observing profitability and creativity in works and procedures before
competitors acquire it (Liu, Tzeng and Lee, 2012). This skill can be developed by experience
and education of an individual and by practising again and again with constantly refining their
experience level.

Finding out information:
In order to reach at desirable goals and objectives organisation have to find out
information which is really interesting. In that case all information is not valuable for media the
reason is press is only take interest in colourful, well structured and that is attentive. To
recognize value of knowledge for a PR person that is very much important.
Ability to present information in well manner:
In personal relations consist of PR skills and require ability to use verbally and
grammatically right and information should be interesting and creative also. Creativity is an
important aspect to attain attention of large no. of consumers base by using in travel and tourism
sector and with help of research and development that influence to market.
Ability to draw attention:
The another best skill that are capability to catch attention of people in organisational
activities. The role and importance of public relations can not be underestimated. Press
conferences, functions and attributes enables in get attention of important people that helps in
create an strong relationship and positive feedback from media.
In order to promote tourism in Bournemouth the government have planned for systematic
tourism strategics such as managing the Umbrella brand of place in UK and marketing the
resorts features and additional benefits with the help of proper cost effective marketing tool that
help to increase market portion and improve the tourism within economy. It is observed that with
part of Festival growing portfolio it mainly focus to successfully create cognizance and
increasing commercial revenues to pull respective million of people to a wide range of Festivals
and Events in Bournemouth. These include the Bournemouth Air Festival, Bournemouth and
Poole Fireworks, Bournemouth Bay Run etc. Working in deed with outer organisation like BID’s
companies, are likely promote festival like the Christmas in Bournemouth, Bournemouth Shake
and Stir, Bournemouth Metropole Market, Jazz by the Sea festival and the Bournemouth
Marathon. These all activities are helpful in attracting large number of tourist form all over the
world.
Destination audit is defined as the analyse of the present situation of tourism within a
particular place. There are three streams related with auditing tourism within a place that is
defined below:

Demographic: The different demographic features such as living standard, age group,
gender preferences are responsible in promotion tourism of a place. This is because they visit
different place and share their experience though social media that attract other tourist.
Economic: When particular tourist visit to a place they spend money in order to satisfy
their requirement. This money help in increasing economic of Bournemouth within specific time
frame.
Political: There are different political parties that are responsible for promoting tourism in
Bournemouth. They engage themselves with different travel and tourism services provider
companies in order to promote the specification of sea side place.
Public relations plan which identifies objectives and key public's.
Public relations is an important marketing tools and technique that helps to engage with
large no. of consumer base by knowing their taste and preferences to enlarge business
opportunities.
These gives gist about role of public relation in gaining large market share by building an
favourable image and products and services for consumers (Rosendorf, 2014.). The main role of
public relations is to create an positive image and work as a promotional tool to reach at large
consumers base. It plays major role to reach at large masses or for publicity that can either
positive or negative that also coordinate by the organisation. In case of Bournemouth tourism
agency they by offering desirable products and services to their consumer base they build an
strong brand image in front of their consumer base (Vitouladiti, 2014).
To develop an public relation plan organisation have to identify or evaluate some
attributes and functioning that plays major role and objectives in context of Bournemouth that
are as follows:
Objectives:
The one of main objective of Bournemouth is to develop and maintain quality standards
in organisation by building an strong relationship with their consumers base. For that they take
help of public relations tool of marketing which plays an important role to reach at desirable
goals and objectives.
Audience:
In order to some audience and stakeholders are very important that contributes in
accomplish organisational goals and objectives by giving their best in organisational

development. Their target audience are people who love adventures and frequently visit places to
relax themselves. In their key public consist of target audience, government, localities and media
with competitors that forces to adopt new techniques.
To produce a public relation plan they have to choose one mode of interaction to
consumers such as to reach at large consumer base they use social media tools to enlarge
business opportunities and to reach at large consumer base. With another best method to become
enough competent in marketplace they have to advertise by print media so that they can reach at
large consumer base.
TASK 2
A. Identify and analysis the key media use to assess the relationship between different
departments
Analyse media used in public relations.
The term media related to the print, electronic modes of transformation, on line media
and print and fact to face all are important source of media that helps in build an strong
relationship with consumers (Morgan and Pritchard, 2012.). Printed media, newspapers and
magazines with journals and other directories are very important in public relations in travel and
tourism industry. In press release they cover about the new concept or attraction that can be
contribute in catch attention of large no. of consumer base with help of articles, magazines and
articles with newspapers and printed brochures are very important sources that helps in contact
with directly to consumer to give them right kind of information (Morrison, 2013).
Printed media:
In printed media consist of newspapers, magazines, article and journals with various
catalogues that plays huge role and responsibilities in advertising and promotions in travel and
tourism industry. Press release covers about new hotel and can attract and with help of brochures
and printed directories for tourist that helps in grab attention of large no. of consumer base. With
the help of printed press Bournemouth can cover and reach at large no. of consumers at low cost.
It helps in acknowledge interest of people and enhance rate of people in positive manner so that
they can eradicate that concern and gain large market share.
Broadcasting:

In broadcasting refers to radio and TV in which cinema, theatre and other important
electronic devices and social media platform are important for broadcasting. In travel and
tourism sector each media type plays important role and broadcasting media are known as
complex source of sharing information and data.
The one of most important source of sharing knowledge and information by electronic source of
media that get popular in these days especially in youth audience. The main advantage of that
source is that it is low cost medium to share knowledge and information and cover large base of
audience of differ backgrounds and occurs real time operation's. With websites, social media and
email are important source to communicate in proper manner.
Relationship between public relations and the media.
There are great role of public relations and media have great role in create mutual
relationship with media and sharing good and quantitative content and information with people
so that large no. of consumers should be occupied. Public relations have reciprocal relation in
journalists and public relation practitioners to draw programs according to demand of consumers
that tourist in case of Bournemouth majorly are young people that want adventurous works and
activities in their tour packages. They provide kinds of packages so that youth can attract towards
Bournemouth to enhance ratio of people towards that destination. So with the help of media and
journalist they can produce products and services according to their consumers demand
(Rosendorf, 2014.).
Public relation practitioners want always unique kind of media stories that attract their
clients in positive way. It gives necessary information about procedures, journalist with
columnists and famous bloggers by giving best news and information that attract attention of
large no. of consumer base. In another case always media wants the content and information to
fill airtime and print space so that they can gain popularity (Seetanah and Sannassee, 2015.).
Reporters and editors with producers are very important for grab attention of large no. of
consumer base and that also proved helpful for Bournemouth as a matchmaker in media and PR
professionals and it driving media professionals by great stories and deadlines to determine that
it is appropriate according to median and information. In case of Bournemouth they focus on
various kinds of social media channels to enhance the sales and enhance ratio of visitors by
maintaining strong public relationship. There are close relationship in media and PR practitioners

because sometimes PR practitioners get boring and non newsworthy. In that case media
professionals grab an unwanted direction and if client get into trouble then media get wide.
B. Appropriateness of media that have chosen for PR campaign
Appropriateness of media used with different public relations techniques in travel and
tourism contexts
In travel and tourism sector advertising and public relations and sales promotions are
very important in giving best and viable outputs in case of Bournemouth but it is not largest or
biggest element in marketing budget. In case of Bournemouth they use various kinds of
marketing tools and techniques that help to reach at large no. of youth by showing major
atributes that attract towards it. By using new techniques and tools with mixing them to
traditional method of communication and media which is an concept of integrated marketing
communication strategy. There are various public relations techniques by using media relations,
social media and newsletters with brochures and catalogues, events of business, engagements
with consumers and other stakeholder with sponsorship or partnership are various techniques to
use to reach at large consumer base in travel and tourism sector. In case of Bournemouth they
use online source of media to get update with recent changes and adaptation according to need
and want of consumer base. They also use some other sources to reach at desirable goals and
objectives such as by knowing taste and preferences of consumers they use appropriate type of
sharing knowledge and information.
TASK 3
A. Review the effectiveness of your Public Relations campaign and strategy to implement plan.
Effectiveness of the public relations plan.
PR is one of important promotional tool that helps to enlarge business opportunities after
implementing public relation plan organisation have to evaluate their effectiveness by different
factors that are as follows:
Exposure of media from the public that is an important factor that give indication that plan
should be successful (Law and et.al ., 2015.). By search out online traffic, press comments and
ranks in search engine and positive outcomes that increase sales of Bournemouth and increase
ratio of public awareness. The another best way by measuring awareness of people that is change
in attention with help of various events and sponsorship. People if recall their events and their

promotional strategies then an organisation succeed in their mission. Public relation plan helps
them to create awareness and people rapidly visit that place and their public relation manager
updating people by giving major attributes and attraction to them.
The another one of best way is change attitude of consumers while purchase the services of
Bournemouth that can be monitored by various research and studies that conducted by them.
Media and their relations with other departments are very important factor to know effectiveness
of implementation of plans and polices.
Public relation plan:
Challenges / objective:
 The first and foremost challenge before Bournemouth agency that they are good in
overall basis but one of their sea side destination which lack behind in terms of visitors.
 That sea side destination named as Bournemouth from some time it known for ageing
population and have little excitement for youth. So the main concern is to draw attention
of youth towards that sea side destination.
 The another main challenge is to draw attention of visitors by giving some facilities that
are very much potential to attract young consumers.
Solutions:
 To reach at desirable goals and objectives Bournemouth focus majorly on their Public
relation department which majorly contributes in maintaining relationship with their new
and existing consumer base.
 They connect with new kinds of promotional tools such as digital marketing that helps in
create awareness so that no. of visitors should be enhanced.
 Organisation focus on giving facility at Bournemouth and publish it at wide scale so that
people can know about that destination and visit it and enhance profit.
Results:
 The main results that reap out after implementing all above mentioned solutions that it
helps in increase awareness resulting enhance in visit of young population which is main
goal of Bournemouth.
 After getting all solutions of the regarding concerns, Bournemouth can be able to draw
attention of large no. of consumer base and enhance their income also.

CONCLUSION
From the above report it has been concluded that Public relations are very important for
organisation to reach at large no. of consumer base and one of effective tool of marketing. It
helps in travel and tourism department to grow in their market share and expand it to make profit
in changing or dynamic situations. It is an new term but get popularise at very fast pace and PR
specialist demand in these days. PR helps in building an strong brand image in front of
competitors and consumers by offering different products and services in all business world.
Hence it is one of effective tool to promote products and services at comparatively low cost with
another marketing tools and techniques.

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