The importance planning of public relations in tourist organizations’ communication

Accomplishing efficient communication on tourist markets means efficiently developing and operating a communication system, that is designing and implementing an adequate structure of communication activities. Tourist organizations must have a communication strategy according to communication activities’ target, global objectives pursued, communication targets aimed, communication media used and contents of transmitted messages and, last but not least, resources allocated to implement communicational procedures. In order to attract consumers on a highly competitive market, there are several management-marketing instruments of which some are public relations whose role is to create a positive image of a tourist organization and, implicitly, of its products and services.