الريادة لاقتصاديات الأعمال
Volume 10, Numéro 2, Pages 358-371
2024-06-30
Tourism Public Relations As A Marketing Strategy To Enhance Competitive Advantage - Icelandic Experience As An Overtourism Country-
Authors : Chekalil Imane .
Abstract
Abstract The objective of this paper is to highlight the crucial role of public relations (PR) strategies in achieving and bolstering competitive advantages for tourism destinations. Tourism organizations operating at the national, regional, and local levels, tasked with overseeing these destinations, have dedicated significant resources to public relations initiatives, thus solidifying its pivotal, and often leading role in destination promotion. In examining the effectiveness of public relations strategies in enhancing competitive advantage, it is pertinent to delve into specific case studies. The experience of Iceland provides a compelling illustration of how strategic PR efforts can propel a destination to the forefront of global tourism. We conclude our study by presenting the destination marketing strategies that was applied by Iceland to learn more about this experience with its advantages and disadvantages.
Keywords
Tourism ; Public relations ; Marketing strategies ; Competitive Advantages ; Tourism destination ; Iceland tourism experience
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