engleski

https://nx15738.your-storageshare.de/s/Xtg5sMQ7nKNRK3F/download/Interdisciplinary-Management-Research-IMR-XVIII-2022.pdf

One of the fundamental roles of public relations in tourism is to inform the public and potential tourists about the offer of a tourist destination, highlight- ing the benefits offered by the destination and building its image. In tourism, it is necessary to consider the rapid development of new technologies that make a destination closer and more accessible to tourists and allow them to choose a destination based on numerous data and information. In a tourist offer, it is necessary to respect the wishes and interests of potential tourists. It is essential to establish two-way communication between service providers and guests, to insist on a partnership with guests, i.e., to obtain feedback so a tourist offer can be adjusted, improved, and modified following the needs of tourists. Therefore, the role of public relations in tourism is becoming increasingly important, and without a strategic approach, destinations will not be able to achieve their com- munication and promotional goals. This paper aims to determine the role of public relations in the development of tourist destinations, the importance of promotion in the development of tourist destinations, the application and operation of public relations tools in creating offers, and the representation of strategic determinants of public relations in destination development. To this end, primary research was conducted using a survey questionnaire that contains stakeholders’ views of a tourist destina- tion: public and private sectors, and an expert group. Based on the primary research, the central hypothesis of this paper was confirmed: public relations have an essential role in creating the development of a tourist destination. This is a scientific contribution to the role and importance of public relations in developing a tourist destination

public relations, communication, tourism, tourist destination, pro- motion, Zadar County

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