INTRODUCTION
As a result of globalization, the borders between the countries have started to disappear. The transportation became much more easier compared to the last century, even the last decade. There are many airplanes going to the other end of the world every single day (Business Week, 2005). Moreover, after the foundation of European Union, the permission of free flow of people between the member states; in other words, after the elimination of the borders, people do not prefer to go to their summer houses anymore, but to other countries in their spare times. All of these lead to the growth of the tourism sector.
In today’s world, there are many kinds of tourism including; business and conference tourism, cultural and historical tourism, sex tourism, health tourism, spa, sports and adventure tourism, event tourism, and space tourism (L’Etang, Falkheimer, Lugo, 2007). In order to attract consumers to various choices in this highly competitive market, there are many marketing and management tools that shall be taken into consideration. The most important of these tools is public relations which play a role in constructing images of locations, activities and identities (Morgan and Pritchard, 2001) which will be discussed further. Public relations’ role is not only attracting visitors but also to keep them happy after they arrive (Wilcox, Ault, Agee and Cameron, 2000). Its primary purpose is to:
“...effectively support other sales and marketing activities attempting to build up a positive image of a company and its products and services”
(Roberts, 1993: 132).
Furthermore, another role of public relations is to save money for the organisation by building relations with public that “constrain or enhance the ability of the organisation to meet its mission” (Grunig, cited in Deuschl, 2006).
Table of Contents
- Introduction
- Relationship of Public Relations and Tourism
Objectives and Key Themes
This paper explores the crucial role of public relations in tourism marketing within a globalized context. It examines how public relations strategies contribute to building positive destination images, attracting visitors, and ensuring visitor satisfaction. The paper also analyzes various public relations tools employed in the tourism sector.
- The growing importance of public relations in the tourism industry.
- Public relations as a cost-effective alternative to advertising.
- The impact of public relations on destination image and visitor perception.
- Various public relations tools utilized in the tourism industry.
- The relationship between public relations and building positive brand images.
Chapter Summaries
Introduction: This introductory section sets the stage by highlighting the significant growth of the tourism sector fueled by globalization and increased ease of travel. It emphasizes the diverse forms of tourism and the crucial role of effective marketing and management tools, particularly public relations, in attracting and satisfying consumers within a competitive market. The discussion establishes the primary objective of public relations as not only attracting visitors but also maintaining their positive experience, thus reinforcing a positive brand image and saving the organization money through positive public relations.
Relationship of Public Relations and Tourism: This chapter delves into the distinctive nature of public relations compared to other marketing tools, emphasizing its superior credibility and cost-effectiveness. The increased competition within the tourism industry necessitates the use of PR to build brand awareness, create positive destination images, and inform potential tourists about the benefits of visiting a particular site or event. The chapter highlights the significance of media perception of the travel industry and its economic impact, using the examples of the USA and UK tourism industry’s contribution to their respective economies. It also touches upon the future prediction of Destination Management Organizations becoming a dominant force in the industry and mentions various public relations tools used by tourism companies, such as press releases, fact sheets, websites, international trade shows, and special events. The importance of accurate information dissemination, targeted audience engagement, and media relations are discussed, along with the role of “corporate communication” in shaping the organization's image and influencing consumer behavior. The discussion ends with an explanation of the significance of destination visitor image creation and the role of brochures and advertisements in building these perceptions.
Keywords
Public relations, tourism marketing, destination image, brand building, media relations, consumer behavior, competitive advantage, cost-effectiveness, tourism industry, global tourism.
Frequently Asked Questions: A Comprehensive Language Preview of Public Relations in Tourism
What is the main topic of this document?
This document provides a comprehensive overview of the crucial role of public relations (PR) in tourism marketing within a globalized context. It examines how effective PR strategies contribute to building positive destination images, attracting visitors, and ensuring visitor satisfaction. The document also details various PR tools used in the tourism sector and their impact on brand building and cost-effectiveness.
What are the key objectives and themes explored in this document?
The key objectives and themes revolve around understanding the growing importance of PR in the tourism industry, its cost-effectiveness compared to advertising, its impact on destination image and visitor perception, the various PR tools used, and the relationship between PR and building positive brand images. The document emphasizes the importance of effective PR for attracting and retaining visitors, thus ensuring a positive return on investment.
What specific public relations tools are discussed in the document?
The document mentions several PR tools used in the tourism industry, including press releases, fact sheets, websites, international trade shows, special events, brochures, and advertisements. The importance of accurate information dissemination and targeted audience engagement through these channels is highlighted.
How does public relations contribute to building a positive destination image?
The document emphasizes that PR plays a vital role in shaping the perception of a destination. By carefully crafting messages and utilizing various media channels, tourism organizations can build a positive destination image, attract potential visitors, and encourage repeat visits. This involves managing media relations and ensuring consistent messaging across all platforms.
What is the relationship between public relations and cost-effectiveness in tourism?
The document argues that PR is a cost-effective alternative to advertising. By building strong relationships with media outlets and engaging with target audiences through credible channels, tourism organizations can achieve significant marketing results without the high costs associated with traditional advertising.
What is the significance of "corporate communication" in the tourism context?
The document highlights the crucial role of corporate communication in shaping an organization's image and influencing consumer behavior. Consistent and well-managed communication across all channels contributes to a positive brand identity, which in turn attracts visitors and fosters loyalty.
What are the key chapters covered in the document?
The document includes an introduction outlining the importance of PR in the growing tourism sector and a chapter detailing the specific relationship between public relations and tourism, highlighting its distinct advantages over other marketing methods and its impact on brand building and economic contribution.
What are the key takeaways regarding the future of Destination Management Organizations (DMOs)?
The document suggests that Destination Management Organizations are predicted to become a dominant force in the tourism industry, emphasizing the importance of their strategic use of public relations for effective marketing and destination management.
What are the key words associated with this document?
The key words include: Public relations, tourism marketing, destination image, brand building, media relations, consumer behavior, competitive advantage, cost-effectiveness, tourism industry, and global tourism.
- Quote paper
- Melis Ceylan (Author), 2007, Public Relations as a tool of tourism marketing, Munich, GRIN Verlag, https://www.grin.com/document/85740
