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Free Sample on PR and Promotion in Travel and Tourism

21267 Downloads1 I Published: 17 Aug ,2016

Introduction to Tourist Destination

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.

Role and importance of public relations in 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.

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Role of Public Relation-

  • To generate positive news coverage and broadcast in print and digital media.
  • Communicating on daily basis with the media personnel (Yuksel and Voola, 2010).
  • Building networking with clients and organisational staff.
  • Regularly monitoring print and digital media for example newspaper, magazines, social media and TV advertisement.
  • Preparing regular updates to the management of VisitBritain's about client meetings and reports.
  • Researching about the content writing to be published in the media.
  • Preparing and managing team regarding research activities of VisitBritain.
  • Attending any media or PR related event as a representative of VisitBritain (Smith and Font, 2015).

Importance of Public Relation-

  • A public relation expert is appointed to bring the organization’s activity into public's eyes. PR activity of Weymouth will build the destination’s image in the minds of target people.
  • Public relations help to improve the positioning of brand in the market (Huang, Backman and Backman, 2012). This promotional tool will help Weymouth to highlight its tourist destination and the famous point with regard to tourism.
  • Public relation helps in influencing people to visit to a certain destination. This activity will help Weymouth as the PR expert will convince people and tourist about the importance of Weymouth as a seas side tourist destination.
  • PR and promotional activities are done in a manner that the tourist behaviour can be manipulated to achieve the tourist agencies target (Raj and Morpeth, 2007). PR expert will generate this behaviour for the benefit to attract more tourism activities in the city.
  • Roles and importance of public relations; is effective in building the brand image of tourist destination.

Analysis of stakeholders of Visit Britain

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.

External Stakeholders

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.

Analysis of diversity of current visitors

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-

  • Domestic Tourist- Domestic tourist from places like London, Edinburgh, Wales etc. prefer travelling to Weymouth for its natural and calm environment (Quintal and Polczynski, 2010). Domestic tourists prefer for an overnight stay in Weymouth for their holiday or short trips.
  • Education Tourism- Students from around Australia and other countries of the world choose Weymouth as a tourism destination due to its popularity and #rising development in research and training institutions.
  • Business Tourism- Business tourist especially from Southampton, Bristol and London travel Weymouth for business visits (Williams and Fidgeon, 2000). These cities are near to the tourist destination, it is easy to travel to Weymouth for business work.

Analysis of diversity of potential visitors

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.

  • International Tourist- The tourism industry of Australia is getting benefited through international tourists. Tourists from US, China and Asia prefer to travel to Australia. Being the part of Australia, Weymouth has potential to attract international tourists to generate profitability of the destination. Weymouth has potential due to its rich culture and beautiful beaches (Trends. 2007). PR activity must have to formulate in order to generate more tourists for the destination.
  • Adventure Tourism- Youth and young age people are more interested in destination that offers adventurous spot to them. Weymouth has great opportunity to generate adventure junkies to the destination (Postma, 2015). Beaches, Surfing, tracking spots and underwater diving are very famous in the destination.

Apart from international and adventure, there is a lot of scope for Weymouth in attracting tourists to the destinations.

Promotional skills to travel and tourism context

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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:

  • Plan Assessment- The PR department of VisitBritain should review the past years activities and analyse the media aid created by the organization in Weymouth. They think about the areas that resulted to optimistic extent by the media. They should evaluate the total extent accepted and measure the results of the subscribed media service. They compare this against the leading rivals (Molz, 2012).
  • Media stretching- This should be in the form of watchful reporters, placing articles in the centre of PR and they should realize the basis of a solid media plan. Before involving any PR activities, the department of VisitBritain should take time and create a database of key reporters that refer to the tourist of Weymouth and travel industry and form them on the basis of how they assist to reach their target audience in Weymouth (Standing, Tang-Taye and Boyer, 2014).
  • Web log and social media - The organization should research on the blogs that relate to the location and choose the befitting one. This is a proper method since it helps the VisitBritain to publish all materials to a wide range of audience in Weymouth and can initiate a series of deals.
  • Tongued opportunities- These offer an chance for generating exposure to the target audience in Weymouth. The plan should include seminars, trade shows, web seminars and research conferences.
  • In supposition, preparation of a PR plan helps the department of VisitBritain with the generation of new ideas and opportunities in the achievement of the objectives and smooth running of the daily operations in Weymouth (Hall, Timothy and Duval, 2012).

Analyse media used in public relations

The media used in public relations of VisitBritain are elaborated below:

  • Social media- They can mainly target on social networking sites especially Twitter and Facebook. They are the most powerful tools that come in handy when dealing with PR using the online passage.
  • Customary media- They can also use customary media that is also being sought as it builds acknowledgement and goodwill. Aside from specialized promotional tactics, the PR planning is also done on the basis of advertising on television, events and trade shows, seminars and other social campaigns, direct mails and media/newspaper columns.
  • Local media- In other ways VisitBritain can use the most common way of PR such as, Local cable TVs used to air commercials and considering celebrity endorsements.
  • Classifieds- Classified newspapers and yellow pages can also be used to attract the desired public in Weymouth and are considered ongoing yet with minimal investment (Molz, 2012).

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.

  • Local media- The main advantage of local media is it offers sight, sound, motion, colour and special effects. Viewer doesn’t have to be actively involved (Molz, 2012). Whereas, Production fees and air time costs make it expensive .
  • Classifieds- The advantage is consumers look for ads in newspapers deliver timely messages copy space is unlimited readers are actively involved. Whereas, it is not popular with all age groups.

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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Conclusion

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.

Reference

  • Johnson, J, T. and et.al., 2015. Factors influencing medical travel into the United States. International Journal of Pharmaceutical and Healthcare Marketing.
  • Yuksel, U. and Voola, R., 2010. Travel trade shows: exploratory study of exhibitors' perceptions. Journal of Business & Industrial Marketing.
  • Huang, C, Y., Backman, J, S. and Backman, F, K., 2012. Exploring the impacts of involvement and flow experiences in Second Life on people's travel intentions. Journal of Hospitality and Tourism Technology.
  • Smith, L, V. and Font. X., 2015. Marketing and communication of responsibility in volunteer tourism. Worldwide Hospitality and Tourism Themes.
  • Quintal, A, V. and Polczynski, A., 2010. "Factors influencing tourists' revisit intentions", Asia Pacific Journal of Marketing and Logistics.
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