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2005•Journal of Hospitality & Leisure MarketingRequires access

(PR)omoting Place: The Role of PR in Building New Zealand's Destination Brand Relationships

Nigel Morgan, Annette Pritchard

Open publisher page 12 citations

Abstract

This paper spotlights targeted and integrated public relations activities in destination brand management. It notes that PR is central to destination management strategies, but that there are few academic studies of the role of this promotion tool in destination marketing. To address this lacuna, the paper examines a case study of Tourism New Zealand, illustrating how partnership and PR can be harnessed to cost-effectively create a strong travel destination brand.

About this research paper

What this paper is about

This paper spotlights targeted and integrated public relations activities in destination brand management. It notes that PR is central to destination management strategies, but that there are few academic studies of the role of this promotion tool in destination marketing. To address this lacuna, the paper examines a case study of Tourism New Zealand, illustrating how partnership and PR can be harnessed to cost-effectively create a strong travel destination brand.

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OpenAlex reports 12 citations for this work. Citation counts describe recorded attention and do not establish research quality.

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Available abstract

This paper spotlights targeted and integrated public relations activities in destination brand management. It notes that PR is central to destination management strategies, but that there are few academic studies of the role of this promotion tool in destination marketing. To address this lacuna, the paper examines a case study of Tourism New Zealand, illustrating how partnership and PR can be harnessed to cost-effectively create a strong travel destination brand.

Key concepts: Destination management, Destination marketing, Tourism, Business, Marketing, General partnership, Promotion (chess), Destinations

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