THE ROLE OF EFFECTIVE COMMUNICATION FOR PUBLIC RELATIONS AND ITS ROLE IN INCREASING TOURISM MARKETING....

CASE OF MINISTRY OF TOURISM AND ANTIQUITIES IN JORDAN

Introduction

Public relations refer to the communication with a unique application in the tourist industry. It is widely used in the tourist industry because it creates a recognizable positive public image for the country as a whole and as a tourist destination. Due to global competition, the marketing approach by the ministry of tourism has to be offered special attention. Marketing by the ministry involves promotion partly as a marketing mix and public relation as a major part of the promotional mix (Ruler & Verčič, 2004).

Effective communication is more than just words as it entails an understanding of emotions and intentions behind the information. Communication skills are fundamental to the success of any business (Seth & Bhat, 2008). Effective communication plays an important role in the tourism industry as it enhances the growth of tourism market (Tsiotsou & Goldsmith, 2012). This happens when a message is conveyed and is received by someone who understands the message. It also contains nonverbal communication, engaged listening and ability to recognize what the other person is communicating (Cabe, 2010).

Problem of Study

In order to understand what effective communications are first the problems relating to effective communication with the tourists shall be identified (Ruler & Verčič, 2004). Barriers that mostly occur will be identified through questionnaires which will be given to all staffs in hotels and restaurant that tourist are fond of living in. the study will be aimed at collecting all the first-hand information that employees have about their experiences with the tourist and what they think makes them not communicate with them in an effective manner (Tsiotsou & Goldsmith, 2012). Once the problems have been identified the ministry of tourism will implement policies and strategies as well as programs that will teach all the staff to communicate with the tourist in a more effective manner (Cabe, 2010).

Significance of the Study

The findings of the problem will redound to benefit the tourism sector as it plays an important role in effective communication. The communication inefficiency with tourists justifies the need for better communication channels (Seth & Bhat, 2008). Thus, the ministry of tourism will, therefore, apply the recommended approaches that are derived from the results of the study will offer better training to the involved stakeholders. The ministry will be guided on what ought to be emphasized in public relation domain in order to improve tourism communication (Tsiotsou & Goldsmith, 2012). For the researchers, the study will be of help as it will facilitate them unearth the significant areas in their learning process that various researchers were not capable of exploring in relation to effective communication in the tourism sector. Therefore a new method of communication with the tourists will be arrived at.

Objective of Study

The overall objective of the study is to formulate a teaching framework setting out various programs that for more comprehensive and effective communication with the tourists at different levels (Wang & Pizam, 2011). The conceptual plans will be prepared for assessment and application in order to identify the impacts it will have on the tourists (Cabe, 2010). The research will also promote better experiences with the tourists in making and developing the programs which will help achieve the feasibility of the study proposal that will facilitate proper communication between the tourists and the involves employees and stakeholders (Wang & Pizam, 2011).

Hypotheses

Effective communication for public relations results to better tourist’s communication. Tourists are able to enquire with an expectation of the right information and feedback. Public relation teams are able to identify various mechanisms that can be applied in order to markets the right content such as the antiquities in Jordan that will attract a large number of tourists (Cabe, 2010). Tourism marketing results to showcasing holiday destinations in the country that influence to the tourism sector. This portrays the country as a tourist hub as the tourists can be able to identify themselves with the country with what it can offer. Effective communication increases revenue in the tourism sector through proper public relations and marketing increasing foreign revenue in the country (Cabe, 2010).

 

 

 

 

 

 

Reference

McCabe, S. (2010). Marketing Communication in Tourism And Hospitality. Routledge

Ruler, B. ., & Verčič, D. (2004). Public relations and communication management in Europe: A nation-by-nation introduction to public relations theory and practice. Berlin: Mouton de Gruyter.

Seth, P. N., & Bhat, S. S. (2008). Successful tourism management. New Delhi: Sterling Publishers.

Tsiotsou, R. H., & Goldsmith, R. E. (2012). Strategic marketing in tourism services. Bingley: Emerald Group Publishing Limited.

Wang, Y., & Pizam, A. (2011). Destination marketing and management: Theories and applications. Wallingford, Oxfordshire: CABI.