BUILDING BRIDGES: THE ROLE OF PUBLIC RELATIONS IN ENHANCING DESTINATION IMAGE AND TOURIST PERCEPTION

Abstract

Public relations (PR), as a multifaceted discipline, plays a crucial role in managing and shaping destination image. Effective PR strategies are instrumental in crafting compelling narratives that reflect the essence and strengths of a destination, giving the tourists irresistible reasons to visit while making them mouth-wetting promises if they should visit. Through targeted communication efforts, destinations can successfully position themselves as desirable travel options, showcasing their unique cultural heritage, natural beauty, and distinct experiences (Zhang et al., 2018). By harnessing the power of media relations, social media engagement, and destination branding, public relation facilitates the dissemination of positive messages that contribute to the formation of a favorable destination image (Ketter, 2016; Prempeh, 2020). More so, the influence of destination image extends beyond marketing and promotional results. It directly impacts tourist perceptions, which are formed through a combination of personal experiences, information obtained from various sources, and prior knowledge about a destination (Yena and Croy,2016). Public Relation activities not only create expectations among potential tourists but also informs their judgement even before a visit. Therefore, understanding the role of public relations in fine tuning tourists’ perceptions is crucial for tourism stakeholders seeking to institute memorable experiences and foster positive references from costumers. This article aims to explore and elucidate the critical role of public relations in enhancing destination image and influencing tourist perception. By examining the existing literature, case studies, and industry practices, We seek to provide insights into the effective strategies employed by destinations to bridge the gap between their desired image and the perceptions of tourists. Furthermore, we will explore the importance of authenticity and credibility in PR efforts, as mirroring messaging in the actual visitor experience is paramount to strengthening positive perceptions and ensuring the destination branding efforts stands the test of time.