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Viewing report
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Storytelling as a PR Tool in the Tourism Industry. Edition No. 1
VDM Publishing House, Nov 2008, Pages: 112
In our today’s society, seeking the competitive edge
has become one of the main tasks of an organization
in order to differentiate themselves from its
competitors. Examples range from establishing brands,
a good image or a corporate identity.
These, so-called unique abilities of an organization
have to be communicated to the public, otherwise the
organization runs the risk of a lower level of
recognition or absolute anonymity.
The tourism industry can be characterized based on
its size and intangibility of services and products
offered. Besides, this particular industry faces
tough competition. As a result, PR
implemented effectively in an organization’s
communication concept enhances the level of
credibility and thereof the image of an organization
in the long run and attains the organizations
goals successfully.
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