Lubbe, Berendien Anna2008-05-192008-05-192004Lubbe, 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]0250-016710.1080/02500160408537990http://hdl.handle.net/2263/5358Public 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.338270 bytesapplication/pdfenUnisa Press and Taylor & FrancisPublic relations (PR)Destination imageDestination image developmentImage improvementOpen systems modelsOpen systems public relations modelPublic relations processPublic relations strategyTourismTourist destination imageTourism -- Public relationsPlace marketingPostprint Article