Fundamentals of Public Relations in the Hotel Industry
Preface
Traditionally the tourism and hospitality industry depends largely on public relations
(PR) programmes and techniques to ensure that the general public receives a clear,
attractive impression of the tourism product image and services. The reliance on PR in
the process of operational planning for any tourism project or resort suggests that
managers have a general familiarity with the concept and its functions; however, the
majority of them are still unaware of how to operate the system of PR on both internal
and external levels. A flourishing PR campaign can help to increase the tourism
establishment's revenue by giving messages via newspapers, internet, television or radio,
which attracts a profitable or identifiable market for the tourism establishment.
Today, public relations in the tourism and hospitality industry calls for more than
developing a good tourism product and facilities; it is seen as an interactive channel of
communication between the tourism producer and guests that takes place during the preselling, selling, participation, and post involvement stages.
This book is written and edited in clear and easy to digest language in order to effectively
introduce the term public relations within the tourism and hospitality field. It offers
many insights into an interesting marketing and business technique; one which has been
so influential throughout history. This book considers what the business of public
relations is and what it does, and why it is such an important business for the tourism and
hospitality industry in particular and management in general. It is edited and written
using various public relations and marketing textbooks as well as academic journals and
web sources. It offers a comprehensive yet easy to understand introduction to the
business of public relations aimed for tourism and hospitality management students and
anyone else who is interested in marketing and management in general.