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    Prof.Dr. Özkul

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Abstract


THE ROLE AND THE IMPORTANCE OF PUBLIC RELATIONS IN HOTEL BUSINESS (A RESEARCH IN KONYA)
One of the most important enterprises in the tourism sector is hotel enterprises. In the globalizing world, hotel businesses serve both local and foreign tourists. Therefore, it is extremely important that hotel enterprises have a good image both at home and abroad. For this reason, a good image depends on public relations activities. Public relations activities in hotel establishments where human relations are intensively involved are the only way to create a positive image. Hotel establishments engage the public relations activities with the aim of being able to influence a certain segment, to make the public accept their emotions and ideas, and to develop behaviors of the community in positive ways. Along with this public relations activities is a system that carrying the hotel businesses to the aimed people. In this sense, public relations activities have many aspects and endless functions. For this reason, public relations activities in hotel enterprises are applied more than other enterprises. It is very important for a tourism product to be accepted by consumers in order to succeed in the competitive environment of the hotel enterprises. Because the role of public relations is crucial in making the product accepted and promoted by different segments which is formed within the tourism sector. Within the profit-oriented sectors that produce tourist goods and service them, such as the tourism sector, there is no doubt that public relations has big importance among them. Therefore, both the national and international tourism sector needs to make the necessary contribution to the public relations unit and to carry out its work in the way that the public relations science predicts. The purpose of this study is to what extent the hotel undertakings apply their public relations activities.

Keywords
Tourism, Public Relations


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