A FIELD STUDY ON THE PUBLIC RELATIONS APPLICATIONS SUSTAINED BY THE HOTELS ADMINISTRATIONS IN THE DISTRICT OF PALANDOKEN MOUNTAINS, ERZURUM

Abstract

Author(s): Mehmet I?IK, ?akir E??TT?

Throughout history, Anatolian and Mesopotamian lands have been the bastion and paragon of accommodation business, which is the keystone of tourism today. Although there was a regression accompanying the Silk Road losing ground, it has turned into a progression after 1990s by the rapid expansion of communication and transportation. Erzurum is one of the first settlements hosting this progress due to the opportunities rendered by the Palandöken Mountains through winter tourism. However, it is known that tourism potential of the region cannot be exploited adequately. Neglection of public relation activities is thought to have a considerable share in this. This study has analyzed the stance that the hotels in the Palandöken district take towards public relations activities, and found that the managers and the senior staff of the hotels think much of public relations, but that their knowledge of public relations is inadequate, that they are unaware of the role they can play in crisis management and enhancement of service quality of public relations, that they perceive public relations as customer relations management or publicity activity , and finally that they do not attach enough importance to public relations education.

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