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Main directions and trends of PR activities in the Russian tourism market

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  • L. A. Korchagova

Abstract

PR activities are currently an important component of the communication policy of any organizations, including tourism enterprises. In the tourism industry market, the role of PR becomes key due to high competition in the market and the need for the company to have a positive image. The analysis of the main directions and trends of the company’s PR activities presented in the article showed that public relations in tourism companies involve the use of a variety of tools designed to best interact with audiences. As an example, an analysis was carried out of the main areas of PR activities of the online booking service Ostrovok, which showed that the company uses various PR tools. The main public relations tools most often used are media relations, hosting their own and participating in industry events, sponsorship and charity. The study results showed that well-structured PR activities can significantly increase the overall efficiency of companies in the market.

Suggested Citation

  • L. A. Korchagova, 2025. "Main directions and trends of PR activities in the Russian tourism market," RSUH/RGGU BULLETIN. Series Economics. Management. Law, Russian State University for the Humanities (RSUH), issue 4.
    • Handle: RePEc:aca:journl:y:2025:id:600
    DOI: 10.28995/2073-6304-2024-4-88-102
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