Review article

PUBLIC RELATIONS IN THE PROMOTION OF THE NATIONAL TOURIST ORGANIZATION

Marinko Jakovljević ; Tourist Board Fužine, Fužine, Croatia

Abstract

Promotional activities are perceived marketing task inside national tourism organization actions. Competition on the demanding tourist market is largely happening on a level of state as a tourist destination. Therefore it puts a need of successful marketing management and promotion in front of national tourism organizations. Public relations, especially media relations play very important role in promoting and building destination's brand identity. Media relations have a significant importance in promoting national tourism organizations in Croatia. The most notable relations are these with foreign media, since the operation of the Croatian National Tourist Board is primary turned towards foreign markets. Assessing the impact of published reports in media, we come to conclusion that, through media relations, national tourism organization achieves the equivalent of advertising, which is six times greater than its total annual budget. At the same time with a relatively low investment in media relations, we can conclude that they are the most efficient and the cheapest form of promotion on the national tourism organization level.

Keywords

Tourist Board Fužine; Fužine; Croatia

Hrčak ID:

76110

URI

https://hrcak.srce.hr/76110

Publication date:

27.12.2011.

Article data in other languages: croatian

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