Public Relations and Promotion in Travel and Tourism: Analysis

This report examines the role of public relations and promotional strategies within the travel and tourism sector, using Climping seaside resort as a case study. It explores the significance of public relations as a promotional tool, analyzing the diversity of audiences and stakeholders, including customers, suppliers, distributors, employers, and investors. The report details the importance of PR for marketing, advertising, internal and external consultancy, management support, credibility, crisis management, and creating awareness. It further identifies essential PR skills such as written and communication abilities, customer relations, media expertise, and IT proficiency. The report analyzes key media used for campaigns, highlighting the relationship between departments and media to effectively promote the resort, considering broadcasting, electronic, online media, and face-to-face interactions. Finally, it evaluates the effectiveness of PR campaigns and strategies.

PUBLIC RELATION AND
PROMOTION IN TRAVEL
AND TOURISM

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
1.1 Role of public relations as promotional tool....................................................................1
1.2 Analysis of diversity of public and audiences and including other stakeholders within
destination...............................................................................................................................2
LO 2.................................................................................................................................................4
2.1 Range of public relations and promotions skills to travel................................................4
LO 3 ................................................................................................................................................5
3.1 Analyse the key media used for campaign and Relationship between department and
media......................................................................................................................................5
3.2 Relationship between public relations and media............................................................6
3.3 Evaluation of appropriateness of media...........................................................................7
TASK 3............................................................................................................................................7
4.1 Public relation plan...........................................................................................................7
4.2 Effectiveness of Public Relations campaign and strategies to implement plan...............7
CONCLUSION..............................................................................................................................12
REFERENCE.................................................................................................................................13

INTRODUCTION
People travel for different purposes like; education, research, entertainment for to
different destinations and understanding any country's culture, environment. However, Climping
seaside resort is one of the most famous tourists' destination and most demanded destination
from a million tourists of the world. However, different stakeholders' benefited aspects with
tourism destination is to understand as well critical evaluation on private and public sector
partnerships in planning can be discussed. Similarly, theories, techniques applied for the
destination will be introduced with tourism planning concept. However, challenges occurred in
tourism destination to attract tourists and solutions to face them are to described. Therefore,
effective knowledge regarding tourism destination of Climping seaside resort can be enhanced
with the help of this project report efficiently. The travel and tourism sector is consisted of the
selling services which is need to be done in the effective manner. With the help of this the
importance of the PR and the various role of the travel and tourism sector can be known. The
present assignment will cover the following aspects such are as criteria for evaluation of PR,
types of media etc. The main motive of this is to have effective PR so that they are able to full
fill the need of the customers in the large manner.
LO 1
1.1 Role of public relations as promotional tool
There are the many meaning of the PR is considered and they are try to take effective
steps in relation to create the positive image in the party's mind. The PR is very useful term in
order to manage the information between the organisation and the public. The PR is very
important factor because it is very essential in order to shape the favourable image of the
product, organisational and the individual this all are very effective in relation to meet the
objectives of the business enterprise. The main target of the PR is image and tool which is used
in this can be known as the Publicity. It may be of any type positive or negative. The pr IS
closely related to the marketing activities of the organisation. There function are total;ly
interrelated to the each other. The main motive of this kind of the services are that they introduce
the product to the customer in the right time at right place. With the help of this they want to earn
higher amount of the profitability and the productivity. The PR is very helpful in relation to the
getting customer ware about the product and service in the market. These all are very helpful in
relation to create the positive and negative image so the brand image of the firm can be enhace.
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The PR plays major role in relation to provide good services to the customer with the quality of
ranges of the products. According to given case scenario, it is analysed that Climping seaside
resort is tourist destination for visiting and attracting people at higher level. For this purpose,
analysis on it is to be done in respect of its visitors' interests and requirements. However, it is
planning to maintaining good public relation and preparing plan to encourage them for seaside
destination. In this regard, significance of public relation and different visitors' choices regarding
destination can be recognised as follows:
Public relation is an aspect of establishing and maintaining relations with people
regarding as well spread information regarding tourism destination. It is quite essential for
encouraging them to visit the place and fulfilling their requirements (Smith, 2013). It is done
through using phone contact, social networking sites and different other tools for promotion of
destination and its attractions. It influences economic and economic development of Climping
seaside resort in respect of income from visitors and attracting different countries' people at
maximum level. Similarly, it is linked with marketability and increasing customer loyalty
towards destination. In addition to this, good relations are maintained with variety of business
owners, stakeholders, executives, non-profit organisations' executives etc. It affects productivity
and profitability of a country in terms of income from visitors and enhancing its effectiveness.
Thus, public relation is significant for promoting effectiveness and attractions of Climping
seaside resort as well spreading information related to destination effectively.
1.2 Analysis of diversity of public and audiences and including other stakeholders within
destination
It is very important to analyse the public in the travel and tourism so that the need and
demand factors can be understood in the brief manner. Therefore, the business enterprise can
take effective steps in relation to promote the tourism services in the market. These are defined
in the following manner are as-
Customers- The customers Plays the effective role in relation to travel and tourism sector. They
should be aware about the product and services of travel and tourism. The need and demand of
the customer need to be full-filled. With the help of this kind of factors the firm is able to
maintain the satisfaction of the customers.
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Supplier- The various tour promoter plays the role of suppliers. They need to provide timely
information and good source of knowledge to the customers. In this way the need to deliver the
good and effective services.
Distributors- They play the role of the intermediator. They do not directly sell their product and
services to the customers. They need to use effective strategies so that are able to provide those
tour packages which will be helpful in relation to attract the customers in the market.
Employer- they are the essential part of the travels and tourism sector with the help of this they
are able to run the firm oppression in effective. They are the backbone to the organisation they
need to play the role which will be beneficial for the customers.
Investors- The investor are the main crucial part they are the person who used to keep clean and
attractive the tourist places. They putting investment into it so that such place can be more
attractive. This kind of the factor will be helpful in relation to attract the custome rin the lareg
manner.
1.3 Importance of public relations as a promotional tool Climping seaside resort
Public relation is essential for attracting people towards Climping seaside resort also it is
helpful for:
 Marketing and advertising: New creations in facilities of seaside resort are advertised by
contacting with people. In this regard, marketing and promotion of the place is done
efficiently impacts on demand for visiting and tourists' attraction at maximum level. With
the help of the marketing the customer can get ware about the product and services
available in the market. They are the essential element they need to promote the market
activities in the effective manner. The large number of the customer are relay on this
factor s only.
 Internal and external consultancy: Public relation is beneficial for consulting related to
managing internal and external environmental factors' changes. In this regard, different
ideas are generated for attracting people and increasing number of visitors for the seaside.
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With the help of this kind of the factor the important information can be gathered so that
it can be circulate to the all people effectively.
 Management support: It is required to maintain relations with public for managing
support and implementing attraction of the destination. Therefore, demand and supply for
the visiting can be maintained as well increasing in people's attraction is identified
effectively. They are the person who need to manage the all operation of the firm they
will be responsible in order to perform the function effectively. With the help of good
managerial relation they are able to properly maintain the oppression of the firm.
 Credibility- With the help of this there can have successful oppression of the business.
The use of PR is very essential here because the advertisement does not affect the person
in the same manner.
 Crisis management- Managing the negative publicity is very helpful in relation to
control the things which are having the harsh effect on the process. The negative rumour
can ruin the business oppression in the large manner. So this all factors are need to be
improvised.
 Creating awareness- This means to keep aware of the customers about the product and
services available in the market. This kind of the activities is very helpful to promote the
business in effective manner. The awareness is very essential part of the PR so that there
can good relation with stakeholders.
LO 2
2.1 Range of public relations and promotions skills to travel
Being analyser of Visit Britain, to create the successful PR activity certain skills from the
people is required to be maintained. The quantity and quality factors are very essential in relation
to make tourism business successful. There are the following important skills in relation to PR
such are as-
It is very essential to recognize the opportunity quickly so it is key to the success. The good
creative, profitable opportunity need to be maximised. The skills are need to be analysed in the
following manner are as-
Written skills- with the help of this the presentation skill of the person need to be attractive and
in this it is very important to notice to have the ability to write grammatically correct top make
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this more attractive it is very essential to use good style, language, layout, table and images. The
communication stuff plays major role in relation to promote the market in good manner. In this
there is need to be use of the attractive brochures, newsletters, reports and magazine etc.
Customer relation- it is very essential to main the good customer relation so that firm can able
to maintain its brand image in the market. It is the kind of the interpersonal skill and it is partially
formed with the experience. IN this the following factor are need to be considered such are as
ability to speak, listen and communicate in the well and effective manner. By understanding the
need of the customers the strong and positive relation between the customer can be made.
Media- with the help of the right media they are promoting the camping effectively. The
information is need to be circulate which is interesting for presenter. The well written and hot
stories are the attraction part so this kind of the element is need to be considered. The value of
the potential study is need to be focus and he should use right content to write. This kind of the
things are major attraction and it is very essential for the PR.
Using IT- With the help of information technology equipments such are as phone, internet etc
are the crucial element in order to get are the customer about the product of the person. The most
of the people are relay on the social media approach and this kind of the elements is need to be
considered.
LO 3
3.1 Analyse the key media used for campaign and Relationship between department and media
To make the promotion of the Climping seaside resort in the effective manner it is very
essential to use the various term of media such are as broadcasting media, electronic, online
media and face to face contact are the major parts in relation to get the aware customer about the
services and quality of the products. This kind of the factor are very important for the travel and
tourism industry. The each media equipment his own kind of the advantages and disadvantage
but this all are essential in relation to get the customer aware about their product and services.
These all are defined in the following manner are as-
Broadcasting- with the help of broadcasting the promotion activity can be done in the effective
manner. It is to be done with the following equipment such are as radio, television, cinema,
theatre and other kind of the electronic equipments which all are the part of the social media.
5

Television- this kind of the product widely used in relation to promote the PR products widely. It
is able to cover the large number of the customers in particular time. It is very interactive process
and it is also cost effective.
Electronic media- This kind of the techniques are getting popular increasingly with the time.
From the point of youth authority it is very famous so that large number of the buyers can get
ware about it. This is having the various kind of the advantage such are as popularity, low cost,
covering the large number of the people. The various things such are as websites, direct e-mails,
social media are the good mean of communication, PR, sales etc.
Sponsorship- This kind of the factor is the major source of attraction in the eyes of the travel
and tourism. This is creating the favourable image in the customer point of view and widely used
in the tourism business. The various kind of the things are to be used in PR to make this process
more attractive such are as competition channels, travel channels, celebrities using services of
the firm and all the other things are very beneficial in relation to provide effective and good
services to the customers.
3.2 Relationship between public relations and media
There are strong relationship between public relation and media tools. With the
helps of media techniques tour operators can identify needs of customers and can make changes
in the system. This will help in modifying the products and services as per their requirement and
budget. By this way people will be happy which will develop strong relationship with them. This
can make them positive towards the location. Media always try to develop relationship with the
customers (Knollenberg, McGehee and Perdue, 2016). Facebook, Twitter are most common and
popular social networking sites which support in identifying needs of traversable and
encouraging them to visit the location.
Public relationship department always focus on providing quality services to the
customers which can fulfil their needs. For that social media is the best tool that can support the
department of Climping seaside resort in analysing the basic needs and potential of the
customers. Accordingly they provide them attractive discounts which can encourage them to
visit this place once in their life (Connell, 2012). They can give positive reviews to others as well
by this way tourism business of the nation will be improved.
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For promoting tourism destination, it is needed to have skills for encouraging people
towards visiting at most. However, it is needed to have written skills as presenting brochours,
leaflet etc. Likewise, selling skills for providing products' details and attracting people towards
tourism services of the resort at maximum level. Similarly, he/she must have knowledge of using
IT tools as managing websites, email, sharing data and information using internet etc. Along
with this, he/she must be able to solve conflicts occurred among people towards services and all.
Therefore, for promoting and advertising, these skills and characteristics are essential to have for
encouraging people at higher level.
3.3 Evaluation of appropriateness of media
For planning regarding conducting public relation campaign following points are to be
covered as:
1. Overview- Present study will discuss tools for organising campaign to promote tourism and
pub;ic relations. However, startegies and targets audiences are to be identified. Key target media
and appropriate ways to advertise tourism services effectively.
2. Goals- To prepare strategies for promoting people and encouraging them towards visiting the
resort in wide range. To understand concept of target media and PR tactics
3. PR campagin- Following things are to be done for PR campaign and public relations:
 Communicating with people regardibng upcoming event
• Advertising atrractively to motivate people for attending the campaign
4. Strategies- For organising PR campaign, below mentioned strategies are to be implemented as:
• Identifying people's interest towards resort
• Planning for adequate fund and resources
• Advertising campaign through using social networking sites, communicating people etc.
LO 4
4.1 Public relation plan
For advertising the resort and encouraging people towards visiting the place, crearted
plan is as follows:
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 At first, public interests and attitude is to be analysed in terms of visiting the resort.
Including this, it is to done through identifying related factors as demographic,
geographic, soico-cultural and so on.
 Afterwards, goals are set to advertise its tourism services and attracting people towards it
at most. In this regard, planning is created including cost incurred, tourists involved in
promotion and guiding the place etc.
 Further, budget is prepared as of cost incurred in operations, ways to advertise etc.
 However, advertising tools are to analysed that which is the most appropriate for
promotion and building public relations effectively.
4.2 Effectiveness of Public Relations campaign and strategies to implement plan
Public relation is key role for promoting Climping seaside resort tourist destination as
establishing and maintaining relations with tourists from different countries of the world. It is
essential to maintain contacts with customers affect demand for destination and remain helpful
for increasing income earning level of the country. However, promotion of destination can be
done through media, TV, radio, advertisements in newspaper and magazines. Moreover, creating
contact using social networking sites as Facebook, Twitter will be effective for encouraging
people and attracting towards destination in Climping seaside resort. In this regard, for
motivating public regarding Climping seaside resort destination can be done through conducting
campaigns (Liu and et.al., 2014). It influences attraction of tourists towards destination and
increasing demand for it. Similarly, advertisements for the destination including different plans
as holiday plans, special offer for stakeholders able to increase number of visitors at maximum
level. For this purpose, it is required to analyse different countries' culture of the world for
providing services according to their suitability and impacts on income earning for Climping
seaside resort tourism destination. In this regard, effectiveness of public relation for promotion of
destination can be understood as:
 Attraction to tourists towards destination:
Organising campaign is beneficial for attracting tourists towards Climping seaside resort
destination also impact on sales revenue and profit level. Including this, attraction towards
destination get increased at higher level impact on customer loyalty and demand for visiting. It is
also suitable for maintaining good position of destination in global market for destination
(Camilleri, 2014). However, attracted tourists also recommend their friends and family for
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visiting Climping seaside resort and fulfilling their purposes as; education, research,
entertainment and so on. Therefore, conducting public relation campaign is appropriate for
enhancing attraction level of tourists at maximum for destination of Climping seaside resort.
 Increasing revenue and profit level:
Public relation campaigns are suitable for increasing demand for Climping seaside resort
tourist destination for different countries' people of the world. In this regard, they come for
education, research its famous attracted places as British Museum, Tower of Climping seaside
resort etc. Similarly, for entertainment purpose people come for visiting River Thames, Hyde
park, Climping seaside resort zoo and so on affect sales revenue and profit level of the country in
respect of tourist destination (Hanafiah and et.al., 2016). Therefore, conducting campaign is a
method of attracting tourists at maximum level for which they demand for the destination at
higher level. Including this, demand for destination from different countries can be increased
remain helpful for increasing productivity and profitability at maximum level.
 Development of economic and employment sector of the country:
Through organising campaigns, demand for Climping seaside resort tourist destination
will be enhanced by which economic sector of the country get increased. However, effective
demand for destination is determined affect monetary position of the country enhanced as well
different opportunities for employment are recognised. Therefore, improving tourism sector
influences economy and employment of country at higher level (Jha and Mishra, 2014). In
addition to this, different ideas are determined for reducing expenses, increasing sales revenue
and cost effectiveness for tourist destination. Hence, campaigns are organised for attracting
tourists on larger scale by which productivity and profitability get enhanced. Thus, economic and
employment sector of the nation get improved in terms of increasing for destination at higher
level.
 Competitiveness and contribution in nation's effectiveness:
With the help of organising campaign, public get attracted towards Climping seaside
resort tourist destination at higher level impact also increases its efficiency. However, Climping
seaside resort destination's position in the world's other destination can be increased. Therefore,
its competitiveness get strengthen. Moreover, it is also effective for contribution in achieving
9

nation's effectiveness in context to economy, employment, protecting destination and increasing
attractions (Lebel, Lorek and Daniel, 2014). Thus, competitiveness of the destination get
enhanced linked with country's efficiency at higher level. Hence, by conducting public relation
campaign remains effective for increasing competitiveness of the tourist destination and helpful
to enhance effectiveness of the country.
Therefore, organising campaign is key factor for public relation and increasing loyalty
towards tourist destination of Climping seaside resort. It is to maintain and sustain tourists'
attraction with destination for fulfilling their requirements for education, research, visiting and
entertainment purposes and so on. Thus, public relation through campaign is effective for
increasing marketability and competitiveness of Climping seaside resort destination (Liao, So
and Lam, 2015). It increases position in among other destinations of the world for sustaining
tourists' attraction at higher level. Hence, campaign, establishing and maintaining relations with
public impacts on demand for destination for Climping seaside resort increases its efficiency and
approaches for contributing in nation's effectiveness of larger scale.
However, public relation tools are as using social networking sites, contacting with them
via phone calls and information technology tools. Including this, various tools are used for
improving relations and attracting them towards destination in wide range.
For analysing success of campaign and encouraged people with tourism services of
resort, its outcomes are analysed. However, critical evaluation is conducted on changes in
demand for resort and visiting the place for their purposes. Including this, people's respond on
social networking sites are identified by which several ideas are generated for the attracting
people in wide range for the resort. Therefore, success of campaign and evaluation on its
activities can be recognised for improving quality services and attracting people at maximum
level.
Strategies to implement plan:
For organising campaign, an effective and systematic planning strategy is essential for
implementation and increasing loyalty of tourists towards Climping seaside resort destination
(Moscardo, 2014). It is needed to analyse tourists' interests, differences in socio-economic and
cultural factors of different nations' people. Therefore, for conducting campaign, below
mentioned strategies are to be implemented as:
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 Analysing tourists' interests: It is required to analyse differences in culture, social
system, economic position and interests of tourists from different countries of the world.
On the basis of this factor, variety of ideas are generated for campaign and manner to
attract people. For example; identifying previous years' data for visiting tourists of the
different countries for different purposes are analysed (Nara, Mao and Yen, 2014). On the
basis of this factor, campaign can be succeed affect attraction of people for Climping
seaside resort destination. In addition to this, various ideas are created for campaign for
attracting people and maintaining contact more effectively. Therefore, it will be effective
for increasing attraction of tourists for Climping seaside resort tourist destination
effectively. Setting objectiveness: On behalf of analysing actual demand for tourist destination of
Climping seaside resort, targets are set for increasing tourists' attraction and maintaining
it for visiting and fulfilling their requirements. However, targets are set for determining
customers' attraction factor for increasing demand and improving monetary position of
the country. Therefore, goals are set for campaign as in which sector and for which
country tourists can attract regarding their requirements (Ribeiro, Valle and Silva, 2013). Formulating strategies: In this stage, strategies are formulated regarding destination and
organising campaign for attracting people on higher level for tourist destination. It
includes planning for cost estimation to be incurred, time consumed for campaign, team
workers who are involved in conducting campaign and so on. Therefore, systematic
planning is created for campaign for attracting tourists and promoting destination at
efficiently. Including this, work is segmented among workers for campaign as analyser,
co-worker and so on (Timothy and Ron, 2013). Thus, formulating strategies is effective
for proper planning regarding conducting campaign and encouraging people for tourist
destination of Climping seaside resort. Implementing strategies: In this process, all plans are converted into actions as
conducting campaign for attracting people towards tourist destination. It will be suitable
to make good relations with people and maintaining their interest at higher level.
Therefore, it is determined that by implementing all actions as determined will be
efficient for demand for destination and increasing sales revenue of the destination (Votsi
11

and et.al., 2014). In addition to this, it will be efficient for attracting tourists at higher
level in consideration of cost effectiveness and time consuming program. It is one of the
best strategy for encouraging tourists at maximum level. Therefore, implementing all
plans into strategies are effective for increasing number of visitors for Climping seaside
resort tourist destination (Sustainable tourism, 2016).
 Evaluation: After campaign, performance as number of visitors, income and profit level
for destination is determined. Including this, difference between actual and standard
position is created in terms of tourists' feedback on destination, demand for destination,
public relations and so on. Moreover, it is also analysed that how many tourists respond
positive on destination and get satisfied (Votsi and et.al., 2014). Along with this, it is also
determined that how many people demand for destination repeatability presents loyalty
towards it. Therefore, evaluation and impact on tourist destination of Climping seaside
resort is identified affect its revenue, profit level and competitiveness in comparison to
other countries' destinations.
Thus, these above mentioned strategies will be effective for increasing satisfaction level
of people through conducting campaign. It will be effective for increasing public realtion as well
maintaining their interest towards tourist destination of Climping seaside resort. It will be
effective for increasing revenue and profit level of the country as well employment opportunities
at higher level (Westerberg, Jacobsen and Lifran, 2013). Hence, it is analysed that campaign is
key development program for increasing tourists' interest and demand for destination at
maximum level.
CONCLUSION
It is concluded that public relation is key component for promoting tourist destination of
Climping seaside resort. However, significance of establishing and maintaining relations with
tourists has been understood affect profitability and nation's effectiveness. However, different
tourists destinations of Climping seaside resort are identified as Big Ben, British Museum,
Tower of Climping seaside resort, River Thames, Hyde park, Climping seaside resort zoo which
increases attraction. In addition to this, promotional skills for travel and tourism sector is
understood affect public relations. Along with this, media role in promotion of destination and
attracting people is determined which impact on its profit level and loyalty towards destination.
12

Apart from this, campaign for public relation and increasing attraction of tourists for destination
of Climping seaside resort are recognised. Therefore, significance of public relations for tourist
destination has been understood.
13

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