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The Effect Of Strategic Communication And Public Relations In Management Of Hotels
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1.2 STATEMENT OF THE PROBLEM
Communication and public relations is
one of the fundamental characteristics differentiating human beings from
all other living creatures. Brownell (2010) has pointed out the
importance of employees and the obligation of the management to
communicate effectively with their employees in accommodation
establishments and has indicated that the need for effective
communication skills could increase even more due to the newly emerging
international quality of labor in tourism sector and continuous changes
in customer demand. He has also emphasized the quality of “racing
against the clock†which is specific to accommodation establishments as
well as the increased importance of timely and clear communication
between employees in this specific sector.
Frontline employees play
an important role in connecting with and providing service to customers,
and forming long-term relationships with them (Kusluvan, 2013).
Employees’ understanding and perception of the information related to
the work to be done in accommodation establishments, and the clarity of
employees’ roles within the organization, in other words clear
expression of the expectation of the organization from the employees
play very significant roles in the relationship between employees and
customers. The employee who has all the information needed for the work
to be done, would be able to increase the quality of service by managing
relationships with customers more effectively due to increased
self-confidence and would contribute to the positive perception of
customers with regard to the service quality.
As one of the
determinants of success in tourism establishments as in all kinds of
other organizations, communication is the fundamental condition enabling
the coordination of organizational functioning.
1.3 OBJECTIVES OF THE STUDY
Specific objectives are as follows;
1. To find out whether strategic communication and public relation is adopted in the management of the hotel
2. To examine the strategies used in communication and public relation in the management of the hotel
3. To investigate the effect of strategic communication and public relations in management of the hotel
4. To determine the benefits of strategic communication and public relations in management of hotels.
1.4 RESEARCH QUESTION
5. Is strategic communication and public relation adopted in the management of the hotel?
6. What are the strategies used in communication and public relation in the management of the hotel?
7. What are the effect of strategic communication and public relations in management of the hotel?
8. Does the effects of strategic communication and public relations in management of hotels benefit the hotel?
1.5 SIGNIFICANCE OF THE STUDY
The
significance of the study cannot be overemphasized. This is because
theEffective communication and public relation promotes:
* Positive Stakeholder Relations
* Good relations with Government and local authorities
* Support from local Communities
* Understanding from the Enforcement Agencies
* Appreciation from Non Government Organizations (NGO's)
* Employee satisfaction and loyalty
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