PUBLIC RELATIONS AS A TOOL FOR FORMING THE REPUTATION CAPITAL OF ENTERPRISES IN TOURISM SPHERE

Abstract

Aim. The scientific research is devoted to the disclosure of the essence of "public relations", as one of the components of managerial technology in the tourism industry, as well as an important tool for the formation of their reputational capital. Methodology. The methodological basis of this scientific research is the work of foreign authors, available information of some government structures, as well as other sites. To solve the problems, a number of factors were considered which should be taken into account when introducing "public relations" into the activities of enterprises of the tourism sector, the volumes of tourist flows for 2013-2017 were analyzed and the results were summarized. The author believes that there is a need to build an updated structural model of the program "public relations" for tourism enterprises. Results. The author developed an updated structural model of the "public relations" program for tourism enterprises the introduction of which will in practice contribute to the formation of a higher level of their reputation capital and the individualization of relations with consumers. Scientific novelty. A special difference in the construction of programs "public relations" for enterprises in the sphere of tourism, in modern conditions of their functioning and development, the author considers it necessary to use an individual approach in determining the target audience, for which this program is designed. This need is due to the fact that key messages transmitted to specific target audiences in public relations programs may not be the same for all consumer audiences. Such programs should take into account not only the intentions and objectives of the tourist enterprise but also be balanced in accordance with the goals of the specific consumer audience to which the program is addressed. Practical significance. The implementation in practice of tourism enterprises offered by the author of the revised structural model program "Public Relations" will strengthen their reputational capital in the tourism market and will provide a higher level of individualization relationship with consumers and other interested audiences.