The Role of Public Relations in International Marketing of Tourism in Jordan – Exploratory Study: A Case Study of Petra
Yousef Abu Eid, Public Relation Department, Faulty of Mass Communication Yarmouk University, Irbid, Jordan.
Abstract
This study aims to show the importance of the role of public relations in marketing Jordan tourism outside Jordan. As the international competition has increasingly become fierce, it becomes very important to plan marketing tourist activities targeting various groups to promote Jordan internationally. In the field of marketing tourism internationally, there is great importance for communication skills, public relations, promotion, lobbying, propaganda, and diplomacy. Thus, some methods in international public relations are extremely important. Some of these methods include: written messages, audiovisual, and electronic means of communications. These means of communications should be used within public relations programs supported by the state. The researcher has used the analytical approach through observations and analysis of public relations campaigns to internationally promote Petra as a tourist destination. The study has concluded that the efforts of public relations made by Jordan Tourism Board are nor enough to internationally promote Jordan and the partnership between public and private sectors to promote tourism is lacking.
Key words: Public relations, international tourism marketing, Petra, diplomacy, propaganda, advertising, lobbying.