Public Relations and Promotions in Travel and Tourism: A Report

This report evaluates the role of public relations as a promotional tool within the travel and tourism sectors, focusing on the Visit Cornwall Tourism agency. It begins by defining tourism and the importance of public relations, then analyzes the public within the travel and tourism context, considering diverse audience needs and preferences. The report examines various promotional skills, such as lead generation and highlighting positive attributes, and discusses the role of media, particularly social media and blogs, in public relations. It also covers the importance of honesty, multitasking, and presentation skills. Furthermore, the report produces a public relations plan, addressing objectives and key publics, providing valuable insights for the travel and tourism industry.

PUBLIC RELATIONS AND
PROMOTIONS IN TRAVEL
AND TOURISM

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
1.1 Role as well as importance of relation of public in Travel sector.........................................1
1.2 Travel as well as tourism context and the public..................................................................2
1.3 importance.............................................................................................................................3
LO 2............................................................................................................................................4
2.1 Variety of public relation and also the promotional skills....................................................4
LO 3.................................................................................................................................................5
3.2 Relation between media and the public relation...................................................................6
3.3 Evaluation of media and its appropriateness which are used in public relationship as well
as technique.................................................................................................................................7
LO 4.................................................................................................................................................7
4.1 Public relationship plan.........................................................................................................7
4.2 Public relation plan effectiveness..........................................................................................9
CONCLUSION .............................................................................................................................10

INTRODUCTION
Basically tourism means travailing outside the county or inside the country for fun.
Tourism includes camping sightseeing and many more activity. People who travel are called
Tourist. This report will cover and evaluate the role of public relation within the travel and
truism sectors as a promotional tool in the context of Visit Cornwall Tourism agency (Altintas
and Tuzunkan, 2017). This report will analyse public's within a travel and tourism context then it
will discussions about the impotence of public relation to the travel and tourism business and this
report will apply a range of public and promotion skills to travel and tourism context then it will
analyse the media used in public relations. It will also include the relationship between public
relation and the media relations after that this report will evaluate the appropriateness of media
used with different public relations in the context of technique in travel and truism. It will
produce a public relations plans, objective and key public.
LO 1
1.1 Role as well as importance of relation of public in Travel sector.
Public relation is a strategy using which the company can drive products of their choice
as per the need of the customers from which any organization can make maximum revenue.
Roles
There is a major role of making public relationship in doing promotional activities by
Visit Cornwall and the same is explained below:
Public relationship helps in running campaign in which Visit Cornwall using the trending
and modern tool known as Search Engine Marketing can create a campaign over Search engine
Network or Display network in which the company can target the desired customers as per the
desired location (Bandara and Silva, 2016). Public relation is important as it leads to finding out
what are needs as well as wants of eh customer and the same helps in designing and driving the
products as per the demand of the customers. So Visit Cornwall can be benefited by this by
satisfying the customers as this will lead to increase in the visit of the customers form various
nations.
Public relation plays a role of fast communication in which the public can be conveyed
message promptly. This will also help Visit Cornwall to do quick conversion.
Destinations
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There are various destinations which are not that popular but are very beautiful in
Cornwall the same are Deer and a picnic in the Richmond Park, Secret Cocktails at the
Washhouse in the Manchester. But here the seaside destination is chosen for the study known as
Cornwall. These are the targeted place which will be focused by Visit Cornwall because these
are the less visit places and public relationship can play a major role in promoting the places by
promoting the places and even asking the travellers there are various other places which are even
beautiful then the places which are included in the trip. This will help the company to increase
the public at these areas and also will help the media to do promotion by sharing the reviews of
those places.
1.2 Travel as well as tourism context and the public.
Pubic in the travel and tourism plays a major role using which the Visit Cornwall can
customized the travel plans as per the needs and wants of the public and also can introduce them
the customized travel destinations. There is a diversity of public and their needs and the same are
discussed in the study as:
The demands of the public at the age group of 10 to 20 years of age will be different if it
is compared with the demand of the age group of 40 to 60 years. Visit Cornwall must take care
of the age group of the audience and also the demands of the audience as per the age group
because this will help them to satisfy the needs of the audience knowing the likes, taste and
preferences. For example if the tourist is of the age group of 60 to 80 years then they will not be
able to walk more or will be wishing to see religious places in opposition the audiences at the age
group of 20 to 40 will prefer more sports and adventure activities and the same will prefer places
related to the activities. Public relationship will help Visit Cornwall design a trip which is most
preferred by the audience as per the age group.
There are different religions in the world and also so as the beliefs. Some follows
Christianity, Islam, Buddhism, Hinduism etc. and some other religions. It is must include in the
travelling trip as per the number of audience the desired destinations (Camilleri, 2018). For
example if there is high Buddhism population then the destinations covered must be majorly
Buddhism destination along with the religion theme. This will lead to feel the audience that they
are given special preferences and which will help Visit Cornwall to target audiences from that
Religion.
Current and Potential audiences
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As per the current customers in the Cornwall there are around 60% people who are
Chistains and are visiting and this is because of the religion given more importance. If Visit
Cornwall focuses on other Religion and the celebration of the same then it can result in increase
in the other religion customer as well. For example if Hindus celebrate Diwali and the same is
celebrated in Cornwall giving special preferences to the Hindu community, this will make them
feel better and the same will result in increase in public coming from Hinduism. Hindus and
Buddhism are the potential visitors which if given more importance can result in increase of their
numbers.
1.3 importance.
Public relationship plays a very important role using which Visit Cornwall can do
promotional activities in order to increase the visitors of Cornwall (Chang, 2017). The same are
reflected as follows:
Making public relationship will help Visit to dig deeper into what are the problems which
are been faced by the customers. Using public relation, Visit Cornwall can enquire the issues and
parallelly do promotion in which the company can up-sell the products as per the requirements of
the visitors. This will also make the visitors feel better and the same will also help by visitors
doing recommendations to the other visitors. This will ultimately increase the visitor in
Cornwall.
Public relation can also be used for promoting an area which is not frequently visited by
the visitors this will lead to creating attraction of that area among the public. There are various
tools such as direct selling or digital marketing which will help the company to make a blog of
that area and do promotional activities over the blog (Cohen, 2015). Targeted audience can be
gathered using Public relations. For example the revenue can be derived from the audience who
are in the work of job then the same can be targeted by Visit Cornwall in order to derive higher
revenue. To the targeted audience customised ad can be created which help the audience to
generate interest in the ad and which drives them to invest in the travel industry.
Public relationship is also helpful in developing the economy of Cornwall and also it will
improve the rank of the Cornwall in the world tourist destinations. If there are more tourist
visitors in the nation then it will increase the reputation of Cornwall and the same will bring
more travellers in the nation. There are also some famous rating agencies such as Travel and
Leisure who gives rating on the basis of foreigners review and not the local reviews. The public
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relationship can help Visit Cornwall developing a strategy for the government of UK as well in
which how to improve the transportation for the tourists must be mentioned and also how to all
the what and ifs must be addressed. The government can plan the budget accordingly and also
can increase budget for the less travel destinations such as Fireworks at Lewes Bonfire Night.
LO 2
2.1 Variety of public relation and also the promotional skills.
There are various promotional skills which are used in the public relationship, here in the
study it is taken by environment of the place Deer and a picnic in Richmond Park. In which
environment audit of place was done and it was found that the place is cleanest place and needs
no much improvement and the same is highlighted for the promotional activities in which Visit
Cornwall can use promotional skills such as:
Promotional skills
Generate leads by providing valuable offers.
Providing various offers using various platform such as social media, templates etc the
company can generate leads which can be easily convertible. Its is seen as per the report in
Travel and Leisure “Customer needs something extra”, the customers have higher conversion
rate as compare to no promotion (Giap, Gopalan and Ye, 2016). There is a option in google
search network in which display ad can be published and the same can be used adding extension
such ass 50% off and the offer is valid till the month of January. After clicking at the link the
audience end up at the landing page where all the information related to the places and the tickets
are mentioned.
Highlighting the plus points
If the plus points of the area is highlighted after knowing the buyers it will result in more
conversion of the audiences. There are plus points such as the place Deer and picnic is reported
as cleanest place to visit in UK by Travel and Leisure Magazine. Secret cocktail is the most tasty
beverages' provider in UK by Daily express, etc (Gnanapala, 2017). All these are the factors
which will help the company to do promotion of that place and the foreign tourist will be
attracted by the Visit Cornwall.
Testing the place
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If it is highlighted that the place is safe to visit and there is no danger in visiting the place
and the same is highlighted with the authentic source (Granville and et.al., 2016). The same will
lead to make feel safe the audience and there will be more travellers at that place.
2.2 Public Relationship skills
There are various public relationship skill using which Visit Cornwall can entertain
variety of travellers and the same are reflected below:
Honesty
The information provided by the presenter must be genuine and based on authenticated
facts and figures. Visit Cornwall must do research which can be used before providing
information.
Multitasking
Public relationship is a multitasking skill in which various tools such as translator,
cultural and other tools can be used for many tasks. Public relation will help in handling multiple
clients and this will lead to attraction of multiple audiences.
Presentation skills
Apart from all these skills presentation skills also plays a major role in which the
presentor of the information or the guide or the advertiser must diplomatically present the
information so that the lead can be converted.
LO 3
3.1 Media which is used in the relationship of public.
Media is known as medium of communication in which tools such as broadcasting,
internet and also publishing is used. The key media which will be used for the study is the Social
media and the blogs. These are the most effective tools using which Visit Cornwall can make a
lot of conversion. The another key media used for the study is the Travel and Leisure Magazine.
The data shown in the Travel and Leisure magazine were amazing in which the influence of
public relationship using the media was mentioned. As per the article if the customers are made
know about the place using advertisement tools it can result in higher conversion rate.
Statistical analysis.
The analytical method used for the study is the statistical analysis method in which the
media used for the study is the Travel and Leisure magazine in which data for the past 5 years is
taken and the data for the past years have shown that there is a consistent rise in the tourist due to
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public relation in the media (Holly, Salo and Gilmore, 2016). This method is used in which it is
found that media has influenced around 1 million travellers and also motivated the travellers to
explore the world.
Gap Analysis
It is another analysis which is used for doing analysis in which the gap is first determined
by reading reviews which is a mismatch between the desired results and the actual results. As per
the Gap analysis it is found that around 20% of the audience was dissatisfied with the travel and
transportation facility and around 10% of the public was dissatisfied due to price charges (Lee
and Oguchi, 2016). The data is taken from the Travel and Leisure Magazine in which public
relation role was mentioned as 50% in conversion of audience.
3.2 Relation between media and the public relation.
There is a close relationship between media and public relation, there are various media
are used for relationship between public and media the same is reflected as follows:
Television
Television is used as media in which Travel Cornwall can do video marketing in which
the company can make a video of desired place and run a campaign in which bids can be set by
the company and also budget can be set by Travel Cornwall which will help the company in
doing promotion of the place. As per the analysis done from the BBC it is found that media is
having a conversion rate of 70% in which solely Television is having 30% role. How important
tool is media it can be seen from the study.
Magazines
Magazines also plays a important role in which lot of public is affected after reading of it.
As per the BBC news Magazine affecting the travellers is 20%. The digital ads and the ads for
the discounted tickets and also for the cheap hotels which promotes the desired place to visit can
be promoted. Public relationship can be used by writing an attractive article about the place and
the same will help in promoting that place.
Radio
It is also a effective medium which can be used for the public relationship in which Visit
Cornwall can publish ads which can be rotated all over the world using radio network (Mair and
et.al., 2016). The radio channels can promote the campaign by various activities over the
channel.
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Social media
Various media such as Facebook, Twitter, Instagram are the most powerful weapons
using which Visit Cornwall can create a lot of traffic which can be used for doing creative
promotion by using various creative tools. For example GIF image, video etc.
3.3 Evaluation of media and its appropriateness which are used in public relationship as well as
technique.
There are various media which are having their own purpose and their own targeted
audience and also their own uses and the same is defined in the study:
Social media
Social media is a best place for doing promotion and connecting people and also for the
reviews but the same can not be used for the official messages for the company (McCollough,
2019). Social media is also appropriate for targeting people of different age groups in which
customized ads are created for customize audiences.
App
Apps are the modern concept in which digital network campaign can be made effective
by showing display ads using which Visit Cornwall can make aware the audience about
downloading the app and using the app by showing the benefits of the app.
Website
Best campaign which can be used by the Visit Cornwall is the gathering Website traffic
and then posting blogs this will lead making know information to a large number of public.
Brand awareness can also be done using this plat form. This app is also appropriate for posting
official information.
LO 4
4.1 Public relationship plan.
Public relationship plan is a strategy which is used for managing the perception of the
public towards the organisation. The issue are addressed by planning in the public relation in
which what are the top issues which are hindering the public are taken into account and for the
same the strategies are made to address those issues. The audiences having issues are find out
and specific target is made to resolve the issues (Pike, 2018). There are ten steps of the plan,
Visit Cornwall must follow for getting optimized results, the ten steps are:
Goals determination
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Goals of the public relation is determined in which a PR trainee should know that the
goal of the agency is maximisation of travellers in Cornwall. As per the short term goals the
target of Visit Cornwall is covering the audience of USA and long term goal of the agency is
covering the whole Europe and Asia.
Target Audience or Key People
After the goal is determined target audience is determined in which the group of the
people from different age group is determined and the relevant travel destination and activities
are pinched to them.
Objective
The objectives which are specific must be delivered to the audiences with clarity in time
required to complete the objectives. Here for the study the objective of Visit Cornwall is to cover
the audiences of 21 nations and attract the tourism in Cornwall by 30% hike till 2022 (Smith,
2017). The other objectives of the agency is to provide quality services to its customers which
help the company to maximise profits.
Strategies for the objectives
Strategies for the objectives in which various methods will be used for the
communication and also goals of the company will be used for the strategy. For example if the
goal of the company is to cover large audience then the strategy for the company will be using
digital marketing using which the Visit Cornwall can do advertisements to cover large number of
audience.
Tactics for strategies
Under this tactics will be made by the trainee in which what are the best way to
communicate the audience will be selected, here for the study direct communication will be
preferred in which the channel used will be email marketing and social media marketing in
which the mobile number will be mentioned which will be common for all audience spread all
across the world.
Creating budget
Creation of budget is done in which preplanned amount will be set for the campaign.
Here in the study the budget set for the display ad campaign is 5 million ponds whereas for the
digital marketing in which SEM is covered the total budget is 10 million ponds (Yılmaz and
Coşkun, 2016). For the text ad the budget is 2 million ponds.
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Arrangements
Arrangements are made in which the Travel Cornwall will do arrangements of various
materials such as travel packages, travel guide, travel plans and travelling destinations.
4.2 Public relation plan effectiveness.
The public relationship plan is very mush effective and the effectiveness of the same can
be seen form the following points:
Cheap way of advertisement
Public relationship plan is cheaper way of advertisement as compare to the other ways in
which there is a lot of cost is involved are also less effective.
Goal Oriented
The plan is goal oriented so it will help the company to be focused towards its target and
the same will help to follow the path which is already made (Vroom, 2015). If the plan is goal
oriented then it will result in high achievement of the performance and also achieving of the
desired result much effectively.
Evaluation
Using the plan it is much easy to do evaluation in which Visit Cornwall can do evaluation
of the actual performance and the desired performance. Deviation if any will be analysed on the
basis of evaluation and the same will be filled with the effectiveness in the performance.
Save a lot of time
It helps in saving a lot of time in which time of the company is saved, it is already fixed
what Visit Cornwall has to do will lead to less focus towards the brain work in the plan. This will
help the company more focused towards the path.
Monitoring of media
There are various media such as Television, social media, etc monitoring of all these
media can be possible via public relationship plan (Sreejesh and Abhilash, 2017). Monitoring of
media is also done by checking the post made by Visit Cornwall in which how much post must
be made in a week and how much is the budget of the post is mentioned. In which the content
can be monitored by Visit Cornwall in which addition if required are made as per the needs and
if there is any anything which is making the audience uncomfortable the same is removed
accordingly.
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CONCLUSION
As per the above report It has been analysed the role of the public relation within the
travel and tourism sectors as promotional tool for Visit Cornwall tourism agency. This report has
been evaluate the role of public relations within the travel and truism rectors as a promotional
tool for agency and analysed public's within a travel and tourism context , also has been disused
about the impotence of public relations to travel and tourism business. This report has been
apply the range of public relation and promotion skills to a travel also amazed media used in
public relation and the relationship between media and public relations then this report has been
evaluated appropriate of media used with different public relations also discussed techniques in
travel and tourism . In the end reviewed the effectiveness of the public relation plans. The chosen
destination is the Cornwall which is a beatiful seaside place located in Britain.
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