Perceptions of Practitioners and Managers on the State of Public Relations Practice in the Hospitality Industry in Accra, Ghana.

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dc.contributor.authorAllotey- Ollennu, A.
dc.date.accessioned2021-04-23T11:33:43Z
dc.date.available2021-04-23T11:33:43Z
dc.date.issued2020-07
dc.descriptionMA. Communication Studiesen_US
dc.description.abstractThis study sought to explore how PR is practice in the Ghanaian hospitality sector and understand the perceptions of managers and practitioners about the contribution of PR strategies and facilitate the development of the hospitality industry. Finally, the challenges and constraints to PR practice in the hospitality sector were also examined. Data from a qualitative in-depth interview of six key informants working in hotels, restaurants and travel and tour agencies in thematically analyzed. The study found that aside from a limited scope for media and customer relations, public relations practice has not fully formed as a distinct function in the Ghanaian hospitality industry. A narrow view of public relations was often adopted and practiced by personnel whose professional backgrounds and core job roles were in human resource, marketing, sales, operations and even accounting. Public relations was either treated as an afterthought or something anyone in the organisation could effectively carry out, or both. The function also tended to be symbolically represented at management through unrelated functional heads who may either be incapable or unwilling to initiate structural changes that will emphasize the role of public relations in these hospitality organisations. Nonetheless, there appeared to be significant optimism about the potential for public relations to drive growth and profitability of hospitality organisations, particularly in the cost-effective building of a valuable loyal customer base. Limited financial capacity, the relatively small size of most hospitality organisations and poorly suited professionals impacted the effective performance of the PR function. Based on these findings, we conclude that effective PR practice can help develop and maintain the reputational and relational assets of hospitality institutions in Ghana, as well as drive other underexplored areas of PR practice in the industry.en_US
dc.identifier.urihttp://ugspace.ug.edu.gh/handle/123456789/36225
dc.language.isoenen_US
dc.publisherUniversity Of Ghanaen_US
dc.subjectPublic Relationsen_US
dc.subjectHospitality Industryen_US
dc.subjectAccraen_US
dc.subjectGhanaen_US
dc.titlePerceptions of Practitioners and Managers on the State of Public Relations Practice in the Hospitality Industry in Accra, Ghana.en_US
dc.typeThesisen_US

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