Promotion in Travel and Tourism
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19244 Downloads I Published: 17 Aug ,2016
Visit Britain is a national agency for marketing of various tourist destination of Britain. The report highlights the importance and role of public relation in promotion of tourism in Britain. The Public Relation Officer of Visit Britain is responsible to boost the image of a destination in visitors or audiences eye. Use of media as a promotional tool is important to increase the effectiveness of promotion of Weymouth (Johnson and et. al., 2015). print and social media are both important in today's era for increasing the scope of promotion of a destination. The research also shows a proposed public relation plan of Weymouth.
Public Relation plays a vital role in maintaining an organisation's image in the public eyes. PR is about maintaining relationships along with the promotional activity of company which will provide benefit by increasing company’s reputation in the eyes of public.
Role of Public Relation-
Importance of Public Relation-
Stakeholder analysis of VisitBritain is important to determine the needs and requirements of tourists. To generate maximum output with the tourism, it is important to maintain healthy relation with the stakeholders. The stakeholders can be divided into two dynamic i.e. internal and external. Following points describe the relevance of stakeholders towards tourism and tourists writings
Shareholder- Theses Stakeholders of VisitBritain have decision making power. as they invest their money into share and debentures of company. It is important for the firm to include them in the decision making process (Stakeholder Engagement. 2015). Shareholders can provide feedbacks to promote promotional activity as they have idea about the market trends.
Employees- They do not have any power in the decision making. Employees are generally paid individuals who work for monetary benefit and do not seek any advantage in company. Employee participation is important as they work as the representatives of organization. They deal with the clients and other members to generate revenue for Britain. They can communicate with the tourists regarding their queries and information they need.
Customer- To gain maximum customer support, it is important to understand the needs of tourists. Brochures guide the tourists about various information requirements. Customers are important as they bring revenue to company. To create new promotional tools for PR, organization has to understand the customer base and tourist traffic.
Government- Government plays an important role in the formulation of policies and rules. Company has to adhere with these rules and regulations in order to successfully run its business (Yuksel and Voola, 2010). Government provides various supports including investment and technological help to the firm. Government help is essential in generating international tourism.
Current tourist coming to Weymouth has a diversified honour in relation to tourism. Different types of tourists from all around the world prefer to travel to Weymouth for its natural beauty and cultural heritage. The current tourists visiting the tourism destination i.e. Weymouth can be categorised in the following types-
The potential tourist expected to Weymouth can be international tourist and adventure junkies. Weymouth has great expectations for the coming season in terms of tourism. Tourism generates great jobs and earning to benefit the economy of Weymouth. Weymouth's expectation is from the international and business tourists.
Apart from international and adventure, there is a lot of scope for Weymouth in attracting tourists to the destinations.
Public relation skills:
Creativity- In VisitBritain boosting the tourism visibility innovative ideas can be used such as, action of the organization will be interconnected with other business activities (e.g. car rentals, hotel services, etc.). This innovative idea can increase the the range of public relation. Green business practices, are widely regulated within VisitBritain is another good idea to follow (Becker, 2013).
Communication skills and writing skills - The tourism industry is extremely dynamic and companies need to apply proper PR skill to position themselves and to make their services observable to the public through the media. VisitBritain can select candidate those having good communication skills. As these skills iare used in making company's websites, social networks and blogs in PR and they are able to relay their messages to their target audiences.
Promotional skills are:
Active Listening - in travel company like VisitBritain, active listening is the main promotional skill. Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times is the main aim of this skill (Hall, Timothy and Duval, 2012).
Analysis of VisitBritain in Weymouth.
Political factors – In Weymouth travelling affects by government’s taxation policies and decision about the increasing the petrol prices have affected the buying power of the individuals. This in turn affects the travel agencies like VisitBritain.
Economical factors- Economic issues such as unemployment, less labour force in Weymouth affects mainly on travel agencies like VisitBritain (Standing, Tang-Taye and Boyer, 2014).
Social factors- New trend of online booking of tickets and easy access have become very common developing in the Australia. Change in lifestyle and preferences have highly affected the online travel agency. According to statistics, thousands of household online were recorded in Weymouth.
Technological factors- New technologies affecting the businesses in Weymouth and all over the world that is booking for tickets and holidays (Becker, 2013). With digital marketing VisitBritain have became the most trusted site.
Environmental factors- Climatic conditions and dynamic environment have affected the travel business in Australia. For example during heavy rains internet access becomes difficult and so online ticketing becomes tough task.
Legal factors- Legal issues such as government planning actions and taxation policy in Weymouth on aviation, fuel and VAT on air tickets, rail tickets affect the working of VisitBritain (Becker, 2013).
The PR plan should be combined with the general commercial program of the organization in Weymouth. This is obligatory as it is crucial to consider how PR fits into other marketing initiatives in order to increase the corporate impact. The PR plan for VisitBritain are integrated with following aspects:
The media used in public relations of VisitBritain are elaborated below:
The PR staff of VisitBritain consider a one-page newsletter to be mailed every quarter to choose clients in its database. Local sponsorships of VisitBritain in Weymouth, could also be featured in the PR plan, not only creating knowing in the process but also constructing friendliness in the community (Promotional Representative Career, 2015).
Relationship between public and media
The relationship between the media and the PR department is dependent and tangled. The media is considered to be the support of most of the subject matter in the PR industry. The PR department in VisitBritain needs to place its data in the news and other publications. This helps the company to establish the most important approach for communication with the national public. The media in return is interdependent on PR to provide content and material to publish and air data collected. The chief point of link between organizations, the media and the PR department can control the information which the journalists want (Becker, 2013)
Social media -The main advantage of social media marketing in VisitBritain is cost-related. The advantage of reaching the targeted market for little or no cash investment is substantial. Whereas, updating all the data in social media accounts takes time and effort.
VisitBritain uses classifieds as a medium of media to reach each and every audience. This PR technique is a benefit for the Public relation personnel to come up with the top-quality results of travel. For example: VisitBritain's travel destinations and packages are better suitable for newspapers as conflicting to the television according to public relation personnel . When they come out into the public and PR needs to find out which ones are more handy. It is like, appears on one news passage is conjugated to come out in all major mediums, if the story is worth airing (Hall, Timothy and Duval, 2012).
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It can be concluded that Public Relation is an important tool in Brand positioning and brand building. VisitBritain helps to generate the promotion aspect of a destination, which is getting affected by low tourist traffic. The research shows how VisitBritain uses various media and promotional tools to build the destination's travel and tourism image in the general public's eye. Weymouth has great potential as its rich in heritage and sea side shores. From the research it can be concluded that VisitBritain needs to use various promotional tools to lightweight the tourism aspect of Weymouth.
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