Public relation is the art and science of planning and implementing communication to create positive image of product or organazation.It is a continuous and consistent representation of organazation to the public.It is very important in tourism because image of the organazation/destination represents the quality of the service is provides.The aim of PR is to achive and maintain an organisation's positive image in the eye of the public.It promotes favorable attitudes and options towards an organazation's objective.Public is creating two way communication.
PR is a communication effort to create best possible reputation.To influnce public options about the tourist organazation and about the tourist product is the primary objectives of the puplic relation in tourism.Favorable acceptance of any tourist destination by the public is of utmost importance.Travel agency or destination promotes creat suitable environment by the help of PR.This is the most common method adoped by government and NTO.The importannce PR is explained in term of PR being nail and advertising being hammer.So one must support the others.Advertising promotes products whereas PR is focused on organazation and staff image.Intangible nature of service and role of trust and credibility in tourism business increase the importance of PR.
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