scholarly journals Functional role and importance of PR-technologies in marketing activities of tourist companies

2018 ◽  
Vol 20 (91) ◽  
pp. 33-37
Author(s):  
O. M. Vovchanska ◽  
L. O. Ivanova
Keyword(s):  
Public Relations ◽  
Functional Role ◽  
Tourism Industry ◽  
Target Audience ◽  
Sales Promotion ◽  
Professional Activities ◽  
Advantages And Disadvantages ◽  
Special Events ◽  
Marketing Activities ◽  
The Impact

The article is devoted to the definition of the functional role and importance of PR technologies in the marketing activities of tourist companies. It is revealed that in the tourism industry PR acts as an important component of the marketing system of a tourist company, namely as a tool for marketing communications, along with advertising, personal sales, sales promotion. It is revealed that PR technologies in the tourism business are used to inform potential consumers, popularize tourist services, to position and improve the image of tourist companies and destinations. Distinctive features of public relations in the tourism industry are the wide reach of the target audience, the variety of applied forms, long-term focus. Selected marketing tools used to solve PR problems in the tourism business are: work with the media (newsletter mailing, press conferences, interviews, briefings, information tours for journalists, media monitoring), special events for the presentation of tourist company, its products and services (exhibitions, fairs, seminars); company image advertising; sponsoring various events; charity; trainings, training courses for tourist companies. It is noted that participation in specialized exhibitions and fairs deserves the greatest attention among PR activities in order to present the tourist company and its services, establishing and maintaining business contacts and are one of the important PR-methods of promotion of tourist product in the market of tourist services. Authors provide the description of the leading international tourist exhibitions as well as tourist exhibitions held in Ukraine. The advantages and disadvantages of participation of Ukrainian tourist companies in specialized exhibitions and fairs are reviewed. It is noted that the impact of exhibition activity in the tourism industry has increased due to its mass character, significant number of contacts, various professional activities. It is proposed that all communication means used at the exhibitions by individual tourist companies should be selected in such a way so as to fully reflect its competitive advantages. When assessing the effectiveness of PR technologies in the tourism industry it is necessary to consider them in the context of a particular tourist company, taking into account its target audience and applied PR tools.

Socio-economic preconditions of resort agglomerations development in the south of Russia

2018 ◽  
Vol 10 (4) ◽  
pp. 467-477 ◽  
Author(s):  
Matvey S. Oborin ◽  
Irina Kozhushkina ◽  
Tatyana Gvarliani ◽  
Nikolay Ivanov
Keyword(s):  
Natural Resource ◽  
Federal District ◽  
Tourism Industry ◽  
Infrastructure Development ◽  
The South ◽  
Health Tourism ◽  
Resource Potential ◽  
Content Type ◽  
Advantages And Disadvantages ◽  
The Impact

Purpose This paper aims to analyze the modern problems and the main trends of development of the health-improving tourism sector in the southern part of Russia and to identify significant factors in overcoming the complex challenges related to specific socio-economic conditions in the study area. Design/methodology/approach The material that served as the basis of the study comprises statistical data from the Southern Federal District and its subjects, as well as data about the development of tourism infrastructure on the official websites of governments, Ministry of Tourism and the population of the Southern Federal District. This information was systematized from a number of perspectives, including identification of the chronology of health-improving tourism infrastructure development in the chosen territory, as well as the advantages and disadvantages in this area. Based on the results of the study, the authors also developed some recommendations to overcome existing inactive trends in the field of health tourism. Findings This paper sheds light on the understanding of the challenges and changes that took place in the resort agglomerations of the south of Russia in terms of current issues and those that must be addressed in the coming years. It was concluded that health tourism in the south of Russia has old traditions based on the natural resource potential of territories that are included in the composition of the Southern Federal District. At the same time, the authors came to the conclusion that, unfortunately, not resort agglomerations are fully utilized. Furthermore, some historic resorts were not well maintained by local authorities and have suffered more recently because of lack of investment. At present, the financial results of health resorts and others related to health-improving tourism are precarious as most operations are unprofitable, and so complex decisions are needed to address the underlying problem of resource optimization because of the important social and economic role of the cities in this region. They have special natural and resource potential and preserve traditions related to health-improving tourism. Research limitations/implications The paper provides a conceptual analysis based on limited empirical data combined with some directions for further research. Originality/value The paper attempts to reveal the impact of social, economic and geopolitical factors, both negative and positive, on the development of the health-improving tourism segment, restructuring of the Russian tourism market and the emergence of promising opportunities and new directions for development. The findings also provide insights for practitioners and researchers, and the tourism industry can draw on this analysis to guide the development of strategy, increase investment attractiveness, make more effective use of the natural resource potential and maintain pressure on government partners to provide support to tourism.

scholarly journals ASSESSMENT OF PROMOTIONAL MIXES PRACTICE OF TIGRAY TOURISM INDUSTRY, ETHIOPIA

2021 ◽  
Vol 36 (2spl) ◽  
pp. 597-602
Author(s):  
Demoz AREFAYNE ◽  
◽  
Leake LEGESSE ◽  
Daniel ALEMSHET ◽  
◽  
...  
Keyword(s):  
Public Relations ◽  
Quantitative Study ◽  
Study Design ◽  
Word Of Mouth ◽  
Tourism Industry ◽  
Sales Promotion ◽  
Public Relation ◽  
Regional State ◽  
Promotional Strategy

Tigray Regional State has significant tourism potentials. However, it is unable to exploit the existing tourism products using a promotional strategy. Therefore, the purpose of this study is to assess the promotional practice of the Tourism industry. This study applied a quantitative study design. The data was collected from 180 foreign and domestic tourists. The findings of the study indicated that Tigray tourism office frequently used television and radio promotional Media which are the most traditional, but infrequently used modern promotional tools (Websites, Short Mobile Messages (SMS), word of mouth, public relation). Sales Promotion and Public Relations mixes are mostly applied promotional elements in Tigray tourism sites.

scholarly journals The Impact of the Tourism Promotion-Mix Elements on the Foreign Tourists’ Mental Images of the Jordanian Tourist Destinations (A Field Study)

2017 ◽  
Vol 11 (1) ◽  
pp. 74
Author(s):  
Hameed Aldebi ◽  
Noreyah Aljboory
Keyword(s):  
Public Relations ◽  
Social Networking Sites ◽  
Personal Selling ◽  
Sales Promotion ◽  
Mental Images ◽  
Independent Variables ◽  
Tourist Destinations ◽  
Tourism Promotion ◽  
Tourism Sector ◽  
The Impact

The present study aimed at identifying the impact of the tourism promotion-mix elements – which are represented in advertisement, publicity, public relations, personal selling, and sales promotion - on the foreign tourists’ mental images of the Jordanian tourist destinations. Therefore, the sample of the present study was selected from Amman / Jordan and consisted from three hundred (300) foreign tourists. The tourism promotion-mix elements are considered independent variables and the foreign tourists’ mental images of the Jordanian tourist destinations are considered a dependant variable. Several statistical methods were used to test the study’s hypotheses and provide answers for the study’s question.It was concluded that the impacts of the tourism promotion-mix elements on the foreign tourists’ mental images of the Jordanian tourist destinations vary. For instance, advertisement is the most influential promotion-mix element on the foreign tourists’ mental images of the Jordanian tourist destinations. That is because it can interpret 47.4 % of the change that occur in the dependant variable. However, sales promotion is the least influential promotion-mix element on the foreign tourists’ mental images of the Jordanian tourist destinations. That is because it can interpret 29.1 % of the change that occur in the dependant variable. It was concluded that there are statistically significant differences between the extents of influence of the tourism promotion-mix elements on the foreign tourists’ mental images of the Jordanian tourist destinations which can be attributed to their nationality.The researchers of the present study suggested several recommendations that can participate in enhancing and developing the Jordanian tourism sector. They also recommended providing more attention and care to the promotional activities that are based on social networking sites.

scholarly journals IMPROVED METHODOLOGICAL APPROACH TO THE PROCESS OF COMMERCIALIZATION OF INTELLECTUAL PROPERTY, AS A TOOL FOR REPUTATION MANAGEMENT OF A TOURIST DESTINATION

2021 ◽  
Vol 1 (30) ◽  
Author(s):  
Olena M. Chernega ◽  
Keyword(s):  
Intellectual Property ◽  
Public Relations ◽  
Methodological Approach ◽  
Tourism Industry ◽  
Reputation Management ◽  
Digital Products ◽  
Tourist Destination ◽  
Wide Audience ◽  
New Business ◽  
The Impact

The article considers the importance of the process of commercialization of intellectual property for the formation of reputable management of a tourist destination and provides an improved methodological approach to the process of commercialization of intellectual property on the example of the concept of creating a unique tourist product by a business entity. The reputation management of a tourist destination – a set of socio-economic processes of targeted influence on stakeholders of a tourist destination in order to improve their perception of its reputation characteristics, which aims to increase the importance of reputation and form sustainable long-term relationships with stakeholders.The reputation of a tourist destination directly proportionally influences the formation of tourist flow, and, accordingly, the growth of financial revenues, active development of the territory and improvement of the economic climate. With effective reputation management of a tourist destination, a strategic vision of development is formed, investment proceeds are attracted to new business projects and events, to the tourist infrastructure, to job creation. This is achieved through the creation of organizations that can bring together stakeholders and professionals to further promote resources and unique tourism offerings in the tourism arena. Its priority areas are determined by the impact on the formation of reputation through the elements of branding and image, research, analytics, the formation of services and tourism products. And most importantly, promotion through communication channels, which include: public relations (PR), interaction with the media, the involvement of promoters, experts, ambassadors, influencers of the destination through modern Internet technologies. One of the most effective channels of communication today is the Internet and the development of digital products, which include travel portals, mobile applications, digital channels, and more. By certain advantages, such channels are ahead of traditional channels, namely due to: rapid dissemination of information with a wide audience and distribution geography, with less costly control, because monitoring and openness of data simplifies the processes and global digitization of the widespread and tourism industry. And in such conditions, one of the priority steps in creating a tourist product – a unique tourist offer is its copyright protection under current legislation. This advanced method allows the tourism entity or destination as a whole to commercialize and further benefit, and thus improve its reputation in the tourism market by having unique protected tourism offerings within both the regional and national destinations.

scholarly journals ДА ЛИ СУ МАРКЕТИНШКЕ КОМУНИКАЦИЈЕ РЕЛЕВАНТНЕ ЗА КУПОПРОДАЈНЕ ПРЕГОВОРЕ?

TEME ◽  
2019 ◽  
pp. 511
Author(s):  
Slobodan Brezak ◽  
Tamara Vlastelica ◽  
Slavica Cicvarić Kostić
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Negotiation Process ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Negotiation Strategies ◽  
Top Executives ◽  
Definition Of ◽  
The Impact

This paper explores the relevance of marketing communications for buyer-seller negotiations. Although a broad body of knowledge has been developed around marketing communications concept evolution, as well its relevance for all types of organizations, for awareness, knowledge, attitudes and behaviour of consumers, or generally, for managing relationships, a little attention has been devoted to revealing MC contribution to some other business related fields, such as negotiation process. The empirical research presented in the paper confirms the scope and intensity of the impact of MC tools (advertising, sales promotion, personal selling, direct marketing, public relations and publicity, communication aspects of products/services and prices, word of mouth and digital marketing) on preparation for negotiation process: the definition of a zone of possible agreement, the best alternative to negotiated agreement, and the determination of negotiation strategies. The survey was conducted with online based questionnaire with 108 top executives of companies from different industries, in different countries.

scholarly journals Impact of Promotional Tools on Marketing of Library Services: An Exploratory Study of Polytechnics in Ghana

2020 ◽  
Vol 2 (1) ◽  
pp. 16-25
Author(s):  
Edward Asante ◽  
Edward Markwei Martey ◽  
Joseph Owusu Kwakye
Keyword(s):  
Public Relations ◽  
Professional Training ◽  
Personal Selling ◽  
Sales Promotion ◽  
Library Services ◽  
Measurement Scales ◽  
Notice Board ◽  
Library Staff ◽  
The Impact ◽  
The Relationship

The study investigates the impact of promotional tools on marketing of library services. The study explores the relationship between promotional tools constructs: personal selling, sales promotion, public relations and advertising on marketing of library services among selected Polytechnics in Ghana. With the aid of SPSS, the following statistical method were employed: supporting literature for measurement scales, values of cranach’s alpha for construct values, descending means of constructs, skewness and kurtosis on the constructs, correlations and regression analyses on a sample of 402 obtained through convenience sampling method. The study revealed that, all the constructs of the promotional tools thus personal selling, sales promotion, public relations and advertising have significant positive relationship with marketing of library services. The study suggests that the professional training of library staff should include courses such as personal selling, sales promotion, public relations and advertising. . Library staff should be trained and develop skills on how to handle users request and establish a good personal relationship with users of the library. Library staff should be oriented on the procedures to handle complaints and find lasting sloutions to them. Users should be updated with the list of new databases, online services and new journals via notice board, leaflets and newsletters as well as the institutional websites. Library staff should collaborate with professional markerters on the application of the marketing mix in the promotion of their services. Keywords: Advertising, Personal selling, Sales promotion, Public relations, Academic libraries

scholarly journals KOMUNIKASI PEMASARAN USAHA KULINER DI KOTA PEKANBARU

2019 ◽  
Vol 2 (2) ◽  
pp. 291
Author(s):  
Oktri Permata Lani ◽  
Ilham Havifi
Keyword(s):  
New Media ◽  
Public Relations ◽  
Brand Equity ◽  
Rapid Development ◽  
Direct Marketing ◽  
Sales Promotion ◽  
Marketing Communication ◽  
Marketing Activities ◽  
The City ◽  
Business Sectors

The city of Pekanbaru is a strategic area where the population is increasing and becoming a metropolitan city. The rapid development of Pekanbaru City is also reflected in the rapid growth of businesses in various places, with various business sectors. One of the most prominent efforts is the business in the culinary field. Almost in every corner of the culinary business available in the city of Pekanbaru with a variety of culinary choices. The great desire of culinary entrepreneurs in the city of Pekanbaru in carrying out their business, maintaining, developing to become bigger and then reaching the peak. In this case, three culinary ventures in Pekanbaru, namely Martabak Djoeragan, Mini Chef and Waroenk Baper, require marketing communication in the introduction of their culinary business to the community, not only as an introduction but also to maintain the existence of their business. This study uses quality methods. The results of this study indicate that the clinical marketing communication of the clinicians in Pekanbaru Kta through advertising activities, sales promotion activities, public relations and public relations activities, personal sales activities, direct marketing activities, event activities and experiences. Besides marketing communication is also associated with brand equity, which is seen from brand awareness and response to the brand. The use of New Media is very important in maintaining, introducing, and developing its business.

scholarly journals STRATEGI BERTAHAN CAFE MELALUI PENDEKATAN INTEGRATED MARKETING COMMUNICATION DI MASA PANDEMI COVID-19

2021 ◽  
Vol 4 (1) ◽  
pp. 117-130
Author(s):  
Jihan Indah Sari ◽  
Joko Susilo
Keyword(s):  
Public Relations ◽  
Personal Selling ◽  
Corporate Identity ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Defensive Strategy ◽  
Point Of Sale ◽  
The Impact

Covid-19 Pandemic  affects all sectors around the world, including economic sector especially in culinary bussines field. The impact of covid-19 is felt directly by bingsoo cafe, such as income has dropped  and there is no customer that comes by due to government's policy which forces people to stay at home. The purpose of this research is  to describe the  defensive strategy by bingsoo cafe through the approach of integrated marketing communications (IMC), so that it can continue to defense and adapt  to the bussines situation of Covid-19 pandemic. The method of this research is qualitative with observation technique and deep interview. The result of this research indicates that bingsoo cafe applies the strategy of Integrated Marketing Communications (IMC) by combining 9 out of 12 elements of promotion. Those elements are Advertising, Social Media And Website/Internet Marketing, Personal Selling, Public Relations, Sales Promotion, Point Of Sale And Merchandising, Corporate Identity, Packaging, And Word Of Mouth.

Specifics of advertising tools and public relations in the dairy products promotion

2020 ◽  
pp. 37-45
Author(s):  
Marina V. TERSKIKH ◽  
Anastasiya V. KORABLEVA
Keyword(s):  
Public Relations ◽  
Dairy Products ◽  
Healthy Lifestyle ◽  
The Body ◽  
Sales Promotion ◽  
Sporting Events ◽  
Socially Responsible ◽  
Fitness Clubs ◽  
Special Events ◽  
Innovative Products

We considered a set of tools for advertising and public relations, which is used in the promotion of dairy products of the “Nutrient Mix Center” (Omsk). We noted that due to the high competition prevailing in the market, enterprises producing dairy products are increasingly resorting to new forms of promotion, among which cobranding, cross-marketing, etc. Dairy producers do not only constantly improve their products, create innovative products aimed at improving the body, set trends that correspond to the desire of consumers for a healthy lifestyle, etc., but also form the image of socially responsible companies. Thus, the organization under consideration sponsors sporting events, participates in collaborations with sports schools, fitness clubs, conducts health lessons in schools in order to form the image of a producer of natural, healthy products. Thus, the Center for Nutrient Mixtures uses a whole range of tools for positioning and promoting its products: traditional media advertising, targeted advertising on social networks, sponsorship, sales promotion tools (tasting, events with competitive mechanics), holding special events, etc.

scholarly journals Analisis Pemasaran Wisata Kuliner Terhadap Peningkatan Pendapatan Masyarakat di Kabupaten Kerinci

2019 ◽  
Vol 4 (2) ◽  
pp. 283
Author(s):  
Gampo Haryono ◽  
Edia Satria ◽  
Ayu Esteka Sari
Keyword(s):  
Analytical Hierarchy Process ◽  
Tourism Industry ◽  
Culinary Arts ◽  
Culinary Tourism ◽  
Food And Beverage ◽  
Marketing Activities ◽  
Historical Heritage ◽  
The Impact ◽  
Hierarchy Process ◽  
Descriptive Method

The importance of a tourist destination in promoting cultural heritage and indeed its contribution to the tourism industry as a whole. Diversity in culture must be seen as a strength in the marketing of food tourism. The impact of culinary tourism is huge and can improve the overall economy of any country. Tourists are more inclined to continue to demand more traditional food because this allows access to cultural and historical heritage of various cultures to make it more authentic. Culinary arts is one of the attractions for tourists who are traveling with the aim of enjoying various types of food typical of places that are headed. Culinary tourism is part of agribusiness that focuses specifically on searching for, and enjoying, preparing food and drinks. Several goals have taken the concept of sustainability to a new level and have begun to offer food and beverage oriented. The research method used in this research is descriptive method with data processing in this study carried out qualitatively and quantitatively, with Analytical Hierarchy Process (AHP) analysis. Analytical Hierarchy Process (AHP) is used as a tool to determine which strategies should be prioritized by the Kerinci Regency to support the marketing activities of Culinary Tourism.

Sign in / Sign up

Export Citation Format

Share Document