Page 192 - Tourism The International Business

9. The management of tourism

While publicity and public relations are usually considered simultaneously, they tend to have different
perspectives and responsibilities in contributing to a successful promotional mix. Whereas publicity is generally
designed to focus attention on special events and communication of specific information, public relations is

designed to be an ongoing function that performs a supportive service for the entire tourism organization as well as
the community.
In public relations (PR), the concern is with the various "publics" whom the organization has identified as being
important to the accomplishment of its mission. Those publics that usually require special relationships and
programs are:
• general public

• media
• governmental agencies
• employees of the tourism organization and support facilities
• special interest groups (historical societies, attractions and amusement operators; hotel, motel, restaurant
groups, and others)
The PR function may also be a troubleshooting function in problem-solving situations, or it may be a function
that helps spread community good will, and provides the "grease" in implementing the decision process.

Sales promotion is the sub-function responsible for strengthening the advertising and personal selling function.
This function is also described as the "enhancer" or the "extender" of the advertising and selling of the community's
satisfactions at special shows, such as recreational vehicle shows, boat shows, hotel, motel and restaurant
association shows. It also develops exhibits, displays, and other materials that encourage tour directors and travel
agencies to include the community in their patrons' travel plans. It provides for concessionaires and the
distribution of promotional items such as t-shirts, maps, directories, souvenirs, and other special promotional
devices that add to the overall program.

The personal selling part of the promotional mix addresses its efforts to the personal contact work that must be
done with tour directors, travel agents, and private organizations that may want to vacation in a community. The
selling function is also utilized along with public relations' efforts and trade shows and other activities where it is
advisable to have personal community representation available to provide added sales pressure in selling the
community to others.
Budget and finance

The organization structure must have a sound system of fiscal management. This system will include provisions
for generating or receiving funds as well as sound policies and practices for expenditures and accounting.
All organization structures require operating funds. The funds for salary and wage, office space and equipment,
supplies, postage and funds necessary for accomplishing special responsibilities such as promotion and advertising,

education and training, research and data collection, are a part of the normal operating expenses of the
organization. The amount of funds needed will depend upon the size and scope of the organization and its
responsibilities. Inadequate funding can kill a good program.
A good accounting system will identify where money is spent, how much, and for what purposes. The system
needs to include features and procedures which demand honesty and periodic accurate reporting.

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