Impact of Public Relations Efforts on Tourism Industry Growth in Developing Countries

Onesmus Kihoro ()

American Journal of Public Relations, 2024, vol. 3, issue 2, 52 - 62

Abstract: Purpose: The aim of the study was to assess the impact of public relations efforts on tourism industry growth in developing countries. Materials and Methods: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: By leveraging strategic communication and media engagement, these efforts have enhanced the visibility and appeal of tourist destinations. Effective public relations campaigns have helped to counteract negative perceptions and highlight unique cultural, historical, and natural attractions, drawing international tourists. These campaigns often involve collaboration with travel influencers, media outlets, and social media platforms to reach a broader audience. Consequently, increased tourist arrivals have stimulated local economies, creating jobs, and generating revenue. Additionally, public relations initiatives have played a crucial role in crisis management, swiftly addressing issues such as natural disasters or political instability, thereby maintaining the destination's attractiveness and reassuring potential visitors. Overall, the strategic use of public relations has proven to be a vital tool in promoting tourism and fostering economic development in developing countries. Implications to Theory, Practice and Policy: Situational theory of publics, relationship management theory and integrated marketing communications may be used to anchor future studies on assessing the impact of public relations efforts on tourism industry growth in developing countries. In practical terms, tourism stakeholders in developing countries must prioritize the implementation of digital PR strategies that leverage modern communication tools and platforms. From a policy standpoint, it is crucial for governments and tourism authorities in developing countries to establish comprehensive PR policies that support sustainable tourism growth.

Keywords: Public Relations; Efforts; Tourism Industry; Developing Countries (search for similar items in EconPapers)
Date: 2024
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