Analysis of Public Relation and Promotion Tools in Travel and Tourism

This report provides a comprehensive analysis of public relations and promotion tools within the travel and tourism industry, focusing on Visit Britain and Bournemouth as case studies. It begins by evaluating the role and importance of public relations as a promotional tool, emphasizing its function in creating a positive brand image and maintaining relationships with consumers. The report then applies a range of public relations and promotional skills within a tourism context, culminating in the development of a public relations plan. Key media used in campaigns are identified and analyzed, assessing the relationship between the public relations department and the media. The report evaluates the appropriateness of media used with different public relations techniques. It also reviews the effectiveness of the public relations plan, considering various promotional skills and strategies to achieve the company's objectives in the travel and tourism sector. The report highlights the importance of stakeholder engagement, media analysis, and strategic planning for successful public relations in the tourism industry.

Public Relation and
Promotion tools in Travel and
Tourism Industry

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
A. Evaluate role and importance of public relations as a promotional tool................................1
B. Apply a range of public relations and promotions skills to a travel and tourism context and
produce a public relation plan.....................................................................................................3
TASK 2............................................................................................................................................4
A. Identify and analyse the key media that can be used in your campaign and assess the.........4
the relationship between your department (public relations) and the media 4
B. Evaluate the appropriateness of media used with different public.........................................5
relations......................................................................................................................................5
techniques in travel and tourism contexts..................................................................................5
TASK 3............................................................................................................................................6
Review the effectiveness of the public relations plan.................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Public relation is the way by which companies and individuals communicate with public
and media. Company members have to create a positive image in the market along with
maintaining a positive relationship with consumers (Avraham, 2015). The present report is based
on Visit Britain which is a national tourism agency and Bournemouth which is a seaside resort
on the southern coast of England. The vision of the company is that they have to provide proper
environment along with the proper quality and have to create a brand image. The role of public
relations will be discussed in the report along with an analysis of public in the travel and tourism
which has to be discussed. They have to analyse the media which is used in public relation which
has to be discussed. The company members have to produce a public relation plan which helps in
identifying the key objectives, and that has to be discussed.
TASK 1
A. Evaluate role and importance of public relations as a promotional tool
Public relation is the practice by which can do proper managing so that they can share the
information between individual persona and organisation which includes business, government
agency along with the public. It helps Bournemouth in creating a brand image so that many
consumers will attract and by which entity helps in managing the information so that they can do

proper flow between the organisation and public (Becker, 2016). The company have to maintain
the public relations by which it can effectually attain the objectives effectively and efficiently.
The main aim of public relations is that they have to create a strong brand image in the market
that will help in achieving the set objectives. Tourism plays an important and essential role
which helps in designing the overall economic policy in the country. Bournemouth has to do
promotional activities that help in attaining success, and the public relation is a part of
promotional activities. It helps in advertising and by doing the advertising people get awareness
and information about the products and services and by that they can purchase the products and
entity attain the success in the travel and tourism industry. It helps in controlling the cost of the
products. Public relations are having the different uses which include press relation, product
publicity along with this it helps in doing proper communication. It helps Bournemouth in
creating a good reputation in the market by this many consumers attract and entity increase the
sales and attain maximum profit. The company members have to do the proper promotion
activities of product or services so that they get the awareness of the product by which entity
increase the sales and company attain the maximum profit. The employees or managers of Visit
Britain have to create the publicity so that company can achieve the objectives (Beritelli, Bieger
and Laesser, 2014).
Public relations is related to the different marketing activities of the organisation which helps in
attaining the targets and success. The staff members of Visit Britain have to follow the proper
strategies, and it is dependent on the results by which they can attain the success in the travel and
tourism industry. If company attain the objectives, then they have to create the awareness of the
tourism destination which is Bournemouth so that many consumers attract on this and come and
by that they can attain the objectives. Every person or a group in the entity they have to provide
the interest to the stakeholders (Bianchi, Pike and Lings, 2014). The employees of Visit Britain
have to do the proper practices which have a long-term impact on the stakeholder's interest and
for that they have to do the proper analysis or evaluation of stakeholders interest. The members
of the corporation have to put the efforts which will help in improving the Bournemouth which
helps in attaining the success in the industry. There are so many stakeholders who exist in public
and private sector in travel and tourism industry. The company have to do proper business which
helps in attaining the success along with this they have to provide the interest to the stakeholders.
Different stakeholders include government, industrialists, consumers, employees and local

communities. Regulatory bodies are the important stakeholders as they are providing the rules
and regulations so that they can attain the success. Consumers are also the important
stakeholders which include the demand value, quality and high consumer care. Employees are
also the part of stakeholders which having the high-level interest in the policies of Visit Britain
and by which they can attain the objectives (Buckley, 2012).
Public relations is very important for every company in the travel and tourism industry as it
helps in attaining the brand image in a market. A public relation is a tool or instrument of doing
the promotion of products and services which help in increasing the sales and helps in attaining
the maximum profit. The employees of Bournemouth have to do the proper communication
which helps in attaining the success in the market (De Moya and Jain, 2013). Along with this,
they have to provide the better services to their consumers so that they can attain the success and
achieve the objectives. If they find any problem, they have to do the changes according to the
situation. The company members have to do the proper work and for selling the products and
services they have to create the awareness so that they get the attention and purchase the product
of the entity. The employees of Visit Britain have to improve Bournemouth so that they can
build the credibility by which they can do the successful operation of the company. They have to
do proper advertisement of the tourism destination so that many consumers attracted and by that
agency can attain the maximum profit. The main motive or task of public relation is that they
have to manage the crisis along with this they have to manage the negative publicity (Dijkmans,
Kerkhof and Beukeboom, 2015). When the members of Visit Britain do the proper publicity, and
by that, they can improve the tourist destination which is Bournemouth and by that they can
maintain the reputation in the market and attain the consumer experience by which entity attain
the success in the travel and tourism industry.
B. Apply a range of public relations and promotions skills to a travel and tourism context and
produce a public relation plan
The employees of Visit Britain have to do the proper personal relation activities along with this
they have to improve the skills so that they can attain the objectives. The company members
have to provide the proper information along with the best quality services. There are a different
range of public relations and promotional skills which includes:-
The company members have to recognise the opportunity so that they can attain the success and
have to do the proper development of the tourism destination which is Bournemouth which helps

in attaining the opportunity and by this they can increase the competition and attain the
maximum profit. The members of Visit Britain have to provide the proper information to press or
media which helps in increasing the potentiality of the employees so that they can do the best
work and by that, they can attain the goals and objectives (Dinnie, 2015). This is the right way
by this the workers can attain the valuable knowledge which helps in developing the tourist.
Along with this company members having the ability that they have to provide the proper
information by that they can improve the public relation skills along with this they have to
provide the proper information in a creative way. The staff members of Visit Britain have to do
the proper communication which helps in doing the proper research and that having the impact
the market. The company members have top do the proper activity which will help in finding the
ability of the employees so that they can provide the attention to the right person which helps in
attaining the success and company members have to do the development of tourist destination
which is Bournemouth so that they can attain the success and targets in the travel and tourism
industry (Dolnicar and Ring, 2014).
The employees of Visit Britain have to do the proper plan by which they can maintain the public
relations, and this plan is help in achieving the goals, targets and objectives. The company
members have to use the proper process which helps in maintaining the public relations and by
that they can develop Bournemouth. Different steps in the plan which includes:-
 The company members have to do the proper analysis of the situation by using SWOT
analysis. Along with this, they have to do the proper planning which helps in attaining the
targets.
 The employees of Visit Britain have to establish the marketing objectives by which they
define the aims, strategies and tactics (Evans, Stonehouse and Campbell, 2012). They
have to create the awareness by which they can sell the products and provide the services
to the consumers, and by this, they can build the good reputation or image in the market.
 Next step is that they have to define the target audience then they have to do the proper
research which helps in building the right message for the right people which helps in
attaining the targets.
 The staff members of Visit Britain have to do the proper development of tourist
destination which is Bournemouth and for promoting the destination they have to do
proper media selection. It is the best way to provide the information about products and

services so that they can easily achieve the targets in the travel and tourism industry
(Gössling, S and et.al., 2012).
 The members of Visit Britain have to do the proper establishment of the budget by which
they can control the cost and can maintain the budget by that they can achieve the goals
and objective and can improve the tourist destination Bournemouth by which many
consumers attracted, and the entity can attain the maximum profit.
 The company members have to do the proper implementation and control of the public
relation plan so that they can get the attention of the consumers and achieve the targets.
TASK 2
A. Identify and analyse the key media that can be used in your campaign and assess the
relationship between your department (public relations) and the media
There are a different type of media which is used by Visit Britain in building the public relations
which include print media, electronic media, online media and face to face contact. Printing
media includes newspaper, magazine, journals and catalogues which play an important role in
doing the advertising and promoting the products and services and by that they can maintain the
public relations. The company members have to provide the proper information about the
services so that they can do the proper developments along with this the consumers have to share
the proper experiences from the others so that they can attain the targets and goals (Hays,
Pageand Buhalis, 2013). Another method is broadcasting which includes radio, television and the
new media which having their own advantage and disadvantage so that they can share the proper
information to the consumer. The company members have to use different media which will help
in promoting the products and services by this large number of consumers will attract by that
they can do the proper development of Bournemouth tourist destination so that they can achieve
the targets. An entity can use the electronic media by which they can control the cost and cover
the different audience and the real time operation. The staff members of Visit Britain have to
make the correct decision which will help in making the public relation and by that they can
increase the sales and attain maximum profits. Visit Britain can use sponsorship which will help
in creating and maintaining a brand image.
The relationship between public relation and media is that they can solve the problems together
if occur in Visit Britain while developing the tourist destination. The company members have to

redefine the boundaries which help in attaining the targets. In maintaining the public relations,
they have to collect the feedback so that they can do the proper improvements which will help in
achieving the goals and objectives. The company members have to solve the problems by
maintaining the relationship between the public relation and media along with this they can raise
the awareness. Further, they have to meet the expectations of the consumers by which Visit
Britain can attain the success in the industry of travel and tourism (Jacobsen and Munar, 2012).
The company members have to take the reviews from the consumers so that they can do the
proper developments which will help in attaining the success, goals and targets.
B. Evaluate the appropriateness of media used with different public
relations
techniques in travel and tourism contexts
The company members have to use the different media which having the advantage and
disadvantages. The staff members of Visit Britain have to choose the appropriate medium by
which they can do the careful work and have to depend on the nature of the events, and by that,
they can do the proper promotion. The company have to do the proper advertising along with the
proper presentation so that they can attain the experience. Further, they have to create the
attracting attention along with this they have to create the good image (Kunczik, 2016). They
have to do the press conference by that they can create the brand awareness and by that, they can
maintain the good reputation in the travel and tourism industry. They have to do the proper crisis
management which will help in attaining the success in the market. Company members have to
do the sales promotion of the products and services which will help in attaining the success.
They have to provide the better and qualitative services which will help in attaining the success
and leading position in the travel and tourism industry. They have to provide the incentives to
employees so that they can do the proper developments by which they can attain the success in
the competitive market (Lahav, Mansfeld and Avraham, 2013).
TASK 3
Review the effectiveness of the public relations plan
Public relation is also included in the part of the promotional activity and by using the different
promotional activity they can attain the success. The effectiveness of public relation plan is that
they have to take the proper feedback from the client which helps in attaining the knowledge

along with this they have to do the proper communication so that they can do the proper
publicity. Along with the staff members of Visit Britain have to measure the performance so that
they can not face any problem in developing the tourist destination (Pastras and Bramwell,
2013). The workers have to do the proper advertisement which will help in controlling the cost
and by that they can make the proper budgets by this they can create the awareness about the
products and services. The company members have to measure the traffic from the different
websites or from the social media which will also help in attaining the success in the travel and
tourism industry. The staff members of Visit Britain have to increase the sales, and for that, they
have to make the new and innovative products and services which will help in increasing the
sales and by that they can attain the maximum profit and revenue (Pearce, 2013). Along with
this, they have to make the proper decision making which will help in attaining the success. The
company members have to do the market survey so that they can find out which type of
developments is to be done at the tourist destination which will help in doing proper marketing
and creating the awareness and by that many consumers attracted and company can attain the
maximum profit. The company members have to make the action plans so that they can address
the organisational issues and by that, they can attain the goals and objectives (Pike and Page,
2014). They have to develop the action plan which helps in attaining the goals along with this
they have to make the proper strategies so that they can attain the success. The company
members have to develop the action plan which is helpful for the different functions of the entity
which includes marketing, development, finance and the different program and services. The
managers or employees of Visit Britain have to set the objectives which is specific and have to
measure the results so that they can produce the product and for doing the betterment of the
products and services they have to implement the strategies the company members have to set
the objectives so that they can improve the performance (San Martín and Herrero, 2012). The
company members have to make the proper strategy and policies, and they have to do the proper
work with the full responsibility which helps in attaining the objectives. The workers of Visit
Britain have to do the proper development along with this they have to provide the proper
facilities to the tourist at the tourist destination so that they can attain the success along with the
growth. The company members have to take the initiative for doing the developments which will
help in attaining the leading position in the travel and tourism industry (Yoo and Kim, 2013).

CONCLUSION
From the above carried out analysis, it has been inferred that the employees of Visit Britain have
to maintain the public relations which will help in creating the brand awareness of the product
and services. Along with this, they have to develop the tourist destination Bournemouth in
improving the facilities so that many consumers attracted and by that company, members can
attain the success and targets. They have to use proper plan of maintaining the public relation so
that they can make the proper budget and can control the cost which will help in attaining the
objectives and by that they can attain the leading position in the tourism industry.
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