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Public relations and promotions in the Travel and Tourism

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Introduction:

In this age of globalization, travel and tourism has become more popular for the easier transportation and communication which is also decrease the world borders between countries. In travel and tourism sector, public relations and promotion is very essential that enhances the growth and development of the travel and tourism sector. Public relation refers to the role in advertising the locations, activities and identities and it works as a marketing tools. Promotions indicate the growth and development. Visit Britain is a national agency of Britain which helps for marketing of various tourist destinations. Media plays a vital role for the public relational and promotions in travel and tourism sector. Action planning is also play a significant role for the sectors and research is also very effective for creating public relations and promotions. In this assignment, it is discussed the role and importance of public relations as a promotional tool, the diversity of publics or audiences, the range of public relations and promotion skills, producing a public relation plan, the key media in my campaign, the relationship between public relation and media, the appropriateness of the media and justification why they are suitable for my campaign and the effectiveness of my public relations, discussion of action plan and implementation of my plan.  

P1.1 evaluating the role of public relations as a promotional tool to be applied in Britain

Visit Britain is the national tourism agency of Britain and plays a vital role for the growth and development of UK. In UK, the agency tries to develop Britain’s visitor economy and works for the worldwide for marketing. As a marketing PR trainer, it is very essential for me to create planning for an effective public relations and promotion campaign for a sea side tourism destination in UK (Morgan, et all 2007). .

Public relations: public relations refers to a promotional tool for creating positive image in third party mind and this tools helps to manage the public and organization by the proper practice and information.   

Role of public relation: public relation plays a vital role for managing image of an organization and public relations to reach the organizational benefits by enhancing the values of organizational reputations (Becker, 2016). The role of public relations is discussed in the bellow:

  • Public relations help to enhance the positive news for the broadcasting in digital media.
  • Helps to generate networking with clients and organizational staffs.
  • Communicating different media for the daily basic needs.
  • Managing and monitoring print and digital media.
  • Preparing the essential updates for the visit Britain for the betterment of their clients.
  • Researching the essential content for the media and print.
  • Managing the essential activities for the research of visit Britain.
  • It also includes the attending issues for the related activities for the Visit Britain.
  • Making relationship between marketing and advertising
  • Creating communication channel among management functions.

P1.3 Discussion the importance of public relations as a promotional tool to be applied in seaside tourist destination

Becker, (2016) refers to public relation is essential tool for travel and tourism. Public relations help to promoting activities and enhancing reputation and finding out the negative events. The purposes of the public relations indicate the green signal for the organizations and the clients.  The importance of public relations is discussed in bellow:

Promotional tool: public relation is a vital promotional tool in travel and tourism sector. This tool helps to create positive impact on public. Visit Britain try to enhance their new activities, organizational skills, strategy and management to reach their aims and objectives. For those kinds of promotional activities, this tool plays a vital role for the promotion in this competitive business world (Morrison, 2013).

Communication tool: There are two kinds of communication, one is internal and other is external. Communication is a very essential area for any kinds of business organization. In travel and tourism sector, communication between company and employee are very important which is called internal communication. External communication indicates the external parties for the services. Visit Britain try to ensure the both external and internal communication for creating better public relations.

Building credibility: Credibility refers to the successful operation business. As marketing PR trainer, it is very essential for me to build credibility. Public relations help the organization to build credibility. Visit Britain try to enhance positive image of the company for the successful activities (Fullerton and Kendrick 2017).

Creating awareness: Public relations create awareness in travel and tourism sector. For both sides’ organization and clients, it is very essential to know all kinds of information about different tourism destinations. Visit Britain makes awareness by providing essential information for the related activities in travel and tourism sector.

Crisis management: The tourism business is depended on the positive image and reputation of the company like Visit Britain. Crisis management is hampered the public relations and impact on the different situations which may enhance the negative publicity (Parker, 2016).

Sponsorship: For the more benefits and reputation, the tourism business company tries to create sponsorship for the public relations. Sponsorship helps the organization for the different activity for the positive reputation. For example, sponsorship plays a vital role in travel and tourism sector in world cup football event.

P1.2 analyzing the diversity of publics or audiences, including the current and potential visitors and other stakeholders with in a travel and tourism contexts

In travel and tourism sector, it is very essential to create relationship between public and audiences. For the better services of an organization, the diversity of public is very effective for the proper services. It also helps to identify the values and comparison among the different period. 

According to Rosendorf (2014), Visit Britain enhanced their values and promotion in worldwide in 2016. It is shown that the company indicates improvement of economic situation in UK. In this competitive business world, it is very essential to identity the improve situation, competitive price, flights and promotion and different kinds of packages for the tourists. The current and potential visitors and other stakeholders with in a travel and tourism are followed in different countries:

CountryNumber of visitor
Germany6.0 million
UK4.0 million
Russia3.5 million
Bulgaria3.0 million
Georgia2.0 million
Iran1.6 million
France0.9 million
United states0.8 million
Syria0.5 million

In this following issue, travel and tourism sector has a better growth and development. It also indicates the enhanced economic situation and other improvement. Visit Britain also works for the advertising and promotional actions abroad (Lahav, et al 2013).

Airline industry: In Britain, there are different kinds of airlines. Those are very essential for the enhancing values and shares in tourism and travel in 2016. For the betterment of the clients, Visit Britain ensures the developed airline for the public by enhancing their network.

Hospitality industry: In this world’s competitive hospitality market, there is different flexible price competition among the agencies. As a Visit Britain marketing trainer, it is very essential to enhance the strength with natural attractions.

Tour operations and travel agents: for the effective travel and tour, it is very essential to help the tourist for all kinds of conditions. A travel agent tries to help for the good travel services with different kinds of situations.

P2.1 undertaking an audit of the Britain environments within the context of setting relevant goals and objectives for the campaign by applying a range of public relations and promotion skills

The range of PR: The range of PR indicates the quality of information. For the public relation, it is very essential to enhance the range. Successful Public relations activities depend on the different skills from the related people. For the successes of tourism business, public relation is the key and quality of PR is very important from the quantity.

Promotional skills:  promotional skills refer to the values and experience which is very helpful for reaching the success. Skill is very effective for any kinds of activities and this may indicates the quality of an organization or individuals.

There are different kinds of factors are related to the public relations and promotion skills and those follows are:

Opportunities: in this competitive hospitality market, there is different flexible price competition among the agencies. As a Visit Britain marketing trainer, it is very essential to enhance the strength with natural attractions.so, opportunities are very essential for the public relations (Avraham, 2015)..

Information: information is a very essential thing for any kinds of business organization. In travel and tourism sector, communication between company and employee are very important which is called internal communication. External communication indicates the external parties for the services. Visit Britain try to ensure the both external and internal communication for creating better public relations.

Ability to draw attention: travel and tourism sector has a better growth and development which is needed to ability to draw attention. It also indicates the enhanced economic situation and other improvement. Visit Britain also works for the advertising and promotional actions abroad (Míguez-González, et al 2015).

Ability to present information: In travel and tourism sector, public relations and promotion is very essential that enhances the growth and development of the travel and tourism sector. Public relation refers to the role in advertising the locations, activities and identities and it works as a marketing tools.

Ability to build customer relation: it is very essential to create relationship between public and audiences. For the better services of an organization, the diversity of public is very effective for the proper services. It also helps to identify the values and comparison among the different period. 

P4.1 producing a public relation plan.

Public relations plan is very essential during the opening new tourism businesses. For the betterment of the new business, public relation planning helps to provide luxury services for the tourists.  For the PR planning, different issues and factors are maintained for the future growth and development and those indicate are:

Situation analysis: for the better situation analysis, SWOT analysis is very essential for knowing strengths, weakness, opportunities and threats. In this competitive business world, it is very essential to identity the improve situation, competitive price, flights and promotion and different kinds of packages for the tourists.

Target audience: Target audience plays a vital role for managing image of an organization and public relations to reach the organizational benefits by enhancing the values of organizational reputations.

Press conference: Press conference is very essential for planning public relations. During the starting new products and services, press conference plays a vital role for the advertising the services and products.

Constants update: Updates of different kinds of situations are very essential for the planning. For the common people, transparency is very essential. For the transparency, constants updates is very essential and it gives the people positive information.

Media for planning: Media for planning is an essential term of communication and it is very helpful for the public relations. Different kinds of media have different kinds of appropriateness and all have both advantages and disadvantages. The appropriateness of media depends on the careful work and nature of event or product promoted.

Budget for planning: To plan public relations, budget is very essential. Without any kinds of budget, to create a new tourism business is not possible.

 

P3.1 Identification and analyzing the key media that can be used in my campaign

Media: Media is a term which relates to print, broadcasting media, electronic and online media and face to face contact. For the public relations and promotional skills, Media play a vital role in travel and tourism sector. Media is a good communicator for the all people in a short time.

There are many key media that is used in my campaign and those follows are:

Print media: print media plays a vital role for the public relational and promotions in travel and tourism sector. Action planning is also play a significant role for the sectors and research is also very effective for creating public relations and promotions (Warren, et al 2017).

Broadcasting: Broadcasting is very essential media sector for public relations. Public relations help to promote activities and enhancing reputation and finding out the negative events. The purposes of the public relations indicate the green signal for the organizations and the clients. There are different kinds of broadcasting sectors like:

  • Television
  • Radio
  • Cinema and theatre

Electronic media: Electronic media plays a vital role for the public relational and promotions in travel and tourism sector. Action planning is also play a significant role for the sectors and research is also very effective for creating public relations and promotions.

Social or online media: in this age of internet, social media play a significant role for the public relation in travel and tourism sector. For example, Facebook, twitter, instragam etc are very popular social site for the present world (Xue  and Kerstetter 2017).

Sponsorship: For the more benefits and reputation, the tourism business company tries to create sponsorship for the public relations. Sponsorship helps the organization for the different activity for the positive reputation. For example, sponsorship plays a vital role in travel and tourism sector in world cup football event.

P3.2 assessing the relationship between public relations and the media

Public relations: public relations refers to a promotional tool for creating positive image in third party mind and this tools helps to manage the public and organization by the proper practice and information.   

Media: Media is a term which relates to print, broadcasting media, electronic and online media and face to face contact. For the public relations and promotional skills, Media play a vital role in travel and tourism sector. Media is a good communicator for the all people in a short time.

There are different kinds of relationship between public relation and media and those follows are: public relation is very important for the travel and tourism sector. For the tourism businesses, it helps for the growth and expends more benefits for the different purposes (Robinson, et al 2016). In travel and tourism sector, communication between company and employee are very important which is called internal communication. External communication indicates the external parties for the services. Visit Britain try to ensure the both external and internal communication for creating better public relations. For Visit Britain, it is very essential to create positive image and reputations by the public awareness. Any kinds of organization in travel and tourism sector, it is very effective to achieve strategy and skills for the betterment of the organization and the people with better services. 

P3.3 evaluating the appropriateness of the media that I have chosen for the public relations campaign and justification why they are suitable for my campaign

Media is an essential term of communication and it is very helpful for the public relations. Different kinds of media have different kinds of appropriateness and all have both advantages and disadvantages. The appropriateness of media depends on the careful work and nature of event or product promoted. For the public relations campaign, I have chosen printed media, press conferences, product presentation event and educational visit.  Those are discussed in the bellow:

Printed media: Print Media is a very essential thing for any kinds of business organization. In travel and tourism sector, communication between company and employee are very important which is called internal communication. External communication indicates the external parties for the services (Becker, 2016). 

Product presentation event: product presentation event plays a vital role for managing image of an organization and public relations to reach the organizational benefits by enhancing the values of organizational reputations.

Educational visit: In travel and tourism sector, communication between company and employee are very important which is called internal communication. External communication indicates the external parties for the services. Visit Britain try to ensure the both external and internal communication for creating better public relations.

P4.2 reviewing the effectiveness of my public relations campaign and briefly discussion what strategy will be put in place to implement my plan.

Public relations are a promotional tool that comes from the promotional mix. For the effectiveness of public relation, different kinds of planning and strategies are very essential. The effectiveness of my public relations campaign depends on the strategies and implementation of planning. The undertaken strategies and implementation of planning are following:

Awareness from the public: it is very essential to create awareness from the public. For the better services of an organization, the diversity of public is very effective for the proper services. It also helps to identify the values and comparison among the different period. 

Attitude change: To identify the change of attitude of public is very essential to build up the public relations. For the better services, it is very effective to measure the all kinds of situations and essential issues for the organizations (Mair, et al 2016).

Media relations: Media relations play a vital role for the public relational and promotions in travel and tourism sector. Action planning is also play a significant role for the sectors and research is also very effective for creating public relations and promotions.

Contribution to profit: Contribution helps for the growth and expends more benefits for the different purposes. For Visit Britain, it is very essential to create positive image and reputations by the public awareness. Any kinds of organization in travel and tourism sector, it is very effective to achieve strategy and skills for the betterment of the organization

Conclusion:

At the end of the assignment, it is cleared that public relation is very important for the travel and tourism sector. For the tourism businesses, it helps for the growth and expends more benefits for the different purposes. For Visit Britain, it is very essential to create positive image and reputations by the public awareness. Any kinds of organization in travel and tourism sector, it is very effective to achieve strategy and skills for the betterment of the organization and the people with better services.  

References:

Avraham, E., (2015). Destination image repair during crisis: Attracting tourism during the Arab Spring uprisings. Tourism Management47, pp.224-232.

Becker, E., (2016). Overbooked: the exploding business of travel and tourism. Simon and Schuster.

Becker, E., (2016). Overbooked: the exploding business of travel and tourism. Simon and Schuster.

Canoğlu, M., İnan, H. and Güler, E., (2016). THE MOTIVATIONAL BEHAVIORS AND PERCEPTIONS OF THE MEDICAL TOURISTS–THE CASE OF TURKEY. International Journal of Health Management and Tourism1(3), pp.46-65.

Farajat, S.A., Liu, B. and Pennington-Gray, L., (2017). Addressing travel writers’ role as risk brokers: the case of Jordan. Journal of Policy Research in Tourism, Leisure and Events9(1), pp.23-39.

Fullerton, J. and Kendrick, A., (2017). Country reputation as a moderator of tourism advertising effectiveness. Journal of Marketing Communications23(3), pp.260-272.

Fullerton, J. and Kendrick, A., (2017). Country reputation as a moderator of tourism advertising effectiveness. Journal of Marketing Communications23(3), pp.260-272.

Lahav, T., Mansfeld, Y. and Avraham, E., (2013). Factors inducing national media coverage for tourism in rural versus urban areas: The role of public relations. Journal of Travel & Tourism Marketing30(4), pp.291-307.

Law, R., Leung, R., Lo, A., Leung, D. and Fong, L.H.N., (2015). Distribution channel in hospitality and tourism: Revisiting disintermediation from the perspectives of hotels and travel agencies. International Journal of Contemporary Hospitality Management27(3), pp.431-452.

Mair, J., Ritchie, B.W. and Walters, G., (2016). Towards a research agenda for post-disaster and post-crisis recovery strategies for tourist destinations: a narrative review. Current Issues in Tourism19(1), pp.1-26.

Míguez-González, M.I. and Huertas, A., (2015). The power of photographs in the communication and public relations of tourist destinations and their brands through Facebook and Flickr. Catalan Journal of Communication & Cultural Studies7(2), pp.197-215.

Morgan, N., Pritchard, A. and Pride, R., (2007). Destination branding. Routledge.

Morrison, A.M., (2013). Marketing and managing tourism destinations. Routledge.

Musa, G. and Thirumoorthi, T., (2016). Tourism in Malaysia. The Routledge Handbook of Tourism in Asia.

Parker, M.P., (2016). Ask the kumu: A qualitative study of Native Hawaiian perspectives on Hawaii’s promotional images.

Robinson, P., Fallon, P., Cameron, H. and Crotts, J.C. eds., (2016). Operations management in the travel industry. CABI.

Rosendorf, N., (2014). Franco sells Spain to America: Hollywood, tourism and Public Relations as postwar Spanish soft power. Springer.

Warren, G., Warren, G., Dinnie, K. and Dinnie, K., (2017). Exploring the dimensions of place branding: an application of the ICON model to the branding of Toronto. International Journal of Tourism Cities3(1), pp.56-68.

Warren, G., Warren, G., Dinnie, K. and Dinnie, K., (2017). Exploring the dimensions of place branding: an application of the ICON model to the branding of Toronto. International Journal of Tourism Cities3(1), pp.56-68.

Xue, L. and Kerstetter, D., (2017). Discourse and Power Relations in Community Tourism. Journal of Travel Research, p.0047287517714908.

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