Applying an open systems public relations model to destination image development

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Authors

Lubbe, Berendien Anna

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Publisher

Unisa Press and Taylor & Francis

Abstract

Public relations is essentially a communications function concerned with relationships, image and image development and it is from this perspective that the subject is viewed. A literature survey of the use of public relations in tourism indicated that no structural theoretical framework for its application in destination image development has been postulated. This was found to be the case in both tourism and public relations literature. In this article, such a framework is devised. Adapting an existing open-systems public relations model to represent the process of establishing a tourism relationship between a tourist-generating country and a tourist destination does this. This model was used as the foundation for formulating a public relations strategic framework.

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Keywords

Public relations (PR), Destination image, Destination image development, Image improvement, Open systems models, Open systems public relations model, Public relations process, Public relations strategy, Tourism, Tourist destination image

Sustainable Development Goals

Citation

Lubbe, B 2004, 'Applying an open systems public relations model to destination image development', Communicatio, vol. 30, no. 1, pp. 131 - 150. [http://www.informaworld.com/RCSA]