NDLI: Public relations in hospitality marketing

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Public relations in hospitality marketing

Content Provider	Scilit
Author	Gnanapala, W. K. Athula C.
Copyright Year	2017
Description	Public relations (PR) activities are considered as one of the most cost-effective promotional tools of the tourism and hospitality industry, and activities which build and maintain reputation, with the aim of earning understanding and support and influencinis the opinions and behaviour of the tourists/customers. Compared to paid advertisements and other promotional tools, PR consists of more diverse tools that can be effectively used to manage both favourable and unfavourable situations faced by an organization. Also, PR has an ability to build credibility and trustworthiness in the information the tourists receive, since it come though third-party endorsements. Nevertheless, organizations do not fully utilize their PR capacity to promote their offerings. For example, crisis situations cannot be manged effectively through paid commercial sources, but PR can handle them effectively. However, PR activities are not successfully used in the entire hospitality industry, especially in large state organizations like National Tourism Organizations (NTOs). Book Name: The Routledge Handbook of Hospitality Marketing
Related Links	https://api.taylorfrancis.com/content/chapters/edit/download?identifierName=doi&identifierValue=10.4324/9781315445526-16&type=chapterpdf
Ending Page	209
Page Count	13
Starting Page	197
DOI	10.4324/9781315445526-16
Language	English
Publisher	Informa UK Limited
Publisher Date	2017-10-02
Access Restriction	Open
Subject Keyword	Book Name: The Routledge Handbook of Hospitality Marketing Horticulture Hospitality Industry Diverse Tourism Promotional Tools Public Relations
Content Type	Text
Resource Type	Chapter

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