THE ROLE OF PUBLIC RELATIONS IN CORPORATE IMAGE MANAGEMENT IN HOSPITALITY INDUSTRY IN DELTA STATE

TOPIC: THE ROLE OF PUBLIC RELATIONS IN CORPORATE IMAGE MANAGEMENT IN THE HOSPITALITY INDUSTRY IN DELTA STATE

TOPIC IS SUITABLE FOR: 
1. Department of Mass Communication

2. Department of Public Relations

3. Department of Hospitality and Tourism Management

4. Department of Marketing

This research material contains:

1-Chapter One to Five

2-Recent References/Citations

3-Tables/Charts/Graphs in Chapter Four

4-Accurate Data Analysis

5-Table of Contents

6-Questionnaire

ABSTRACT
This study examined the role of public relations in corporate image management in the hospitality industry in Delta State. The study was specifically carried out to examine the extent to which the hospitality industry in Delta State has used public relations to rebuild its corporate image, examine the attributes of public relations (PR) activities used to promote corporate image management in the hospitality industry in Delta State, investigate the benefits of public relations in the promotion of corporate image management in the hospitality industry in Delta State, and find out the challenges of public relations in the promotion of corporate image management in the hospitality industry in Delta State. The study was anchored on the Agenda Setting Theory by Maxwell McCombs and Donald L. Shaw (1972/1973) and the Excellence Theory by Lindeborg (1994). The study employed the survey descriptive research design. Hence, the questionnaire was used for data collection, while the data collected were analyzed using frequency tables and mean scores. A total of 211 respondents were selected as the sample size using the Yamane sampling method. The participants consist of staff of the hospitality industry in Delta State. From the responses obtained and analyzed, the findings reveal that the attributes of public relations (PR) activities used to promote corporate image management in the hospitality industry in Delta State include media representation, crisis communication, content development and management, detail orientation, and awareness. The study therefore recommends that the hospitality industry must understand that effective public relations plays a huge role in building the image of the organization and impacts the expectations of the public, and the organization's service delivery is matched, and this would lead to an even closer relationship between the corporate organization and its publics.

Keywords: Hospitality Industry, Public Relations, Corporate Image

CHAPTER ONE
INTRODUCTION (Preview)
1.1 Background to the Study
In recent times, increasing competition in the business world has forced firms to become more aware of price and costs, which has resulted in a shift in the promotion mix to a greater use of promotion tools that are cost-effective in reaching the customer. The increasing media clutter and altering competition have also forced companies to take new stands when planning promotion activities to be able to reach and keep the customer. To do this, a company needs to get and maintain a high amount of credibility in front of its customers (Anitha, 2021). At the same time, modern marketing has been accused of spending increasing amounts of resources on their promotion activities, which has resulted in products and services with higher prices for the customer. One important tool that has gained importance in recent times is public relations. With its feature, public relations brings about mutual relations between a firm and its customers and further enhances the overall performance of a company. It is highly regarded as credible and cost-effective (Anitha, 2021).

Public relations is “practically as old as society." Patrick Jackson, a publisher of the Public Relations Society of America (PRSA), asserts that public relations arose from the basic need of building and improving human relationships. Thus, public relations has been practiced even if only amateurishly since the beginning of mankind. In ancient societies, human communication was limited by space and time. Due to the absence of modern technology, the potentials and application of public relations increased as societies became more urbanized, civilized, and complex. As the population increased, so did the need for problems of public relations.

The British Institute of Public Relations, cited in Zdravkovska (2018), defines public relations practice as the deliberate, planned, and sustained effort to establish mutual understanding between an organization and its public. Public relations describes any form of communication that is aimed at bringing about goodwill and mutual understanding between an organization and its publics. As a planned communication, it concerns every organization, whether commercial or noncommercial, and government inclusive. This is because every organization needs to create a favorable image for itself before its internal and external publics for successful operation (Sichula, 2020).

PR is arguably the broadest of the marketing communication disciplines, involving a wide range of activities and specializations used to deliver corporate and brand messages. PR has developed from efforts focused on selling products to a corporate advisory role. As a result, PR activities can be classified as long-term brand building options, especially for building the corporate image of an organization (Zdravkovska 2018).

According to Lacalle (2021), corporate image is closely related to brand equity. In general, corporate image is considered an asset that gives the organization a chance to differentiate itself, aiming to maximize their market share, profits, attracting new customers, retaining existing ones, neutralizing the competitors’ actions, and above all, their success and survival in the market. Lacalle (2021) states that when an organization's portrayed identity does not correspond with the perceived image by its public, this might damage the organization's reputation and corporate image as well as the management of the entire organization. Public relations practitioners also play a dynamic role in building the corporate image of an organization to the public. Furthermore, these roles also tend to contribute to the development, sustainability, and good functioning of the organization.

In contemporary society, competition in the hospitality industry is growing terrifically. Consequently, competition on how to attract and retain customers in the highly competitive business environment is becoming more complex, particularly in the hospitality industry (Angelo, 2018). To this end, hotels with a strong distinctive image are likely to survive in the increasingly competitive hospitality business environment. Building corporate image, therefore, becomes imperative for the attraction of more customers and retention of the existing customers for continuous patronage (Burman, 2019). Scholars have explained corporate image as the net result of the interface of all capabilities, impressions, philosophies, and feelings that the public has about an organization.

In the hospitality industry, services provided are to a high degree similar, which makes it hard to make a comparison. Therefore, credibility and value are mainly gained from the institution's reputation; hence, the need for an improvement in corporate image through public relations.

1.2 Statement of the Problem

Public relations are essential to the hospitality sector since they assist in creating and preserve a favorable public perception of the hotel, restaurant, or any other hospitality firm. Relationships with customers, staff, the media, and other stakeholders may be cultivated and strengthened with the aid of public relations. This can raise brand recognition and reputation, boost customer satisfaction, and eventually boost income (Angelo, 2018). Effective public relations may be utilized to market new goods, services, and events as well as assist hospitality firms in overcoming obstacles and seizing opportunities. Additionally, it may improve client loyalty, address and lessen bad press, and position the hotel industry leader (Sichula, 2020).

According to Adora (2019), in past years, the hospitality industry in Delta State has increased, triggered by international networks in the field of tourism and social media. Besides, the implementation of government programs in the sector of building infrastructure such as toll roads, ports, and airports strongly supports the tourism industry, which ultimately has an impact on the hospitality industry. Support from the development of social media also affects the tourism and hospitality industry. The hotel industry in Delta State has experienced significant progress. That is due to the support of the industrial sector, education, trade, and growth of the many tourist vehicles in Delta State developed by the local community.

Continuity of hotel performance must be maintained; for this reason, an appropriate marketing strategy is needed. The effect of implementing a marketing strategy is a corporate image. Some literature that discusses corporate image also includes marketing strategies, i.e., branding (Ahuja, Bala, 2021). In practice, many service organizations, such as hotels, use communication channels to build a corporate image to position the intended brand or hotel name. Also, service practices are an effort for organizations to obtain image positions. The interaction between employees and consumers to create an image has become an interesting study. Many researchers (El-Adly, 2019).

Hospitality organizations consider principles of corporate image to assure their position vis-à-vis their competitors. Bassey (2019) admits that the ability of the customers to differentiate between organizations depends on the recognition of the core attributes and the category in which they operate in addition to what makes them different from others (Oludayo, 2018). The way the hospitality organization is projected will provide an opportunity for the existing and potential customers to identify and distinguish between organizations that provide the same services. Building an excellent corporate image in the hospitality industry has become a strategic tool for attracting more patronage because it provides customers with a sense of pride of belonging to an organization with a history of excellence (Bassey, 2019).

Also, the recent rise in business rivalry has made companies more cost- and price-conscious, which has changed the promotion mix and led to a higher reliance on customer-reach strategies that are more cost-effective. In order to attract and retain customers, businesses have been compelled to adopt new strategies as a result of changing competition and the burgeoning media clutter. It is on this note that this study will examine the role of public relations in corporate image management in hospitality industry in Delta State.

1.3 Objectives of the Study

The primary purpose of this study is to critically analyse the role of public relations in corporate image management in hospitality industry in Delta State. Specific aims of this study are to:

i.To examine the extent to which the hospitality industry in Delta State has used public relations to rebuild its corporate image.

ii.To examine the attributes of public relations (PR) activities used to promote corporate image management in the hospitality industry in Delta State.

iii.To investigate the benefits of public relations in the promotion of corporate image management in the hospitality industry in Delta State.

iv.To find out the challenges of public relations in the promotion of corporate image management in the hospitality industry in Delta State.

Other parts of chapter one include:
1.4 Research Questions

1.5 Research Hypothesis

1.6 Significance of the study

1.7 Scope of the Study

1.8 Limitations of the Study

1.9 Definition of Key Terms

CHAPTER TWO
REVIEW OF LITERATURE (Preview)
This chapter critically examines relevant literature that would assist in explaining the research problem and, furthermore, recognizes the efforts of scholars who had previously contributed immensely to similar research. The chapter intends to deepen the understanding of the study and close the perceived gaps. This chapter therefore focuses on the concept of public relations, public relations practices in Nigeria, functions of public relation, public relations in the hospitality industry, concept and meaning of corporate image etc. The chapter is sub-grouped into the following major headings:
Conceptual Framework

Theoretical Framework

Empirical Review

Appraisal of the Reviewed Literature

CHAPTER THREE
METHODOLOGY (Preview)
Presented below is a snapshot of key areas of the study methodology, the full and detail chapter three methodology is contained in the instant download document.

Research Design: The study adopted a descriptive research design.

Population of the Study: The population of the study comprises staff of the hospitality industry in Delta State.

Sample Size Determination: The study adopted the Taro Yamane formula to determine a sample size of 223 participants.

Sampling Technique: The study employed a stratified sampling technique to select the respondents and a convenience sampling technique to select the individual respondents.

Research Instrument: The study utilized a self-developed questionnaire as the instrument for data collection.

Methods of Data Analysis: The collected data were analyzed using frequency tables and mean scores to summarize and present the responses. The four-point rating scale was used, with a cut-off mean score of 2.5 for decision-making. The hypothesis test was conducted using SPSS version 23.
Full outline for chapter three: 
3.1 Introduction

3.2 Research Design

3.3 Population of the Study

3.4 Sample Size Determination

3.5 Sample Size Selection Technique And Procedure

3.6 Research Instrument and Administration

3.7 Validity of the Instrument

3.8 Reliability of the Instrument

3.9 Method Of Data Collection

3.10 Method Of Data Analysis

3.11 Ethical consideration

CHAPTER FOUR: DATA ANALYSIS AND PRESENTATION 
MAJOR FINDINGS (Preview)
The analysis results were presented in tables and charts. Based on the results obtained from the analysis, the following major findings were made:

i. The study found that the hospitality industry in Delta State has used public relations to rebuild its corporate image to a high extent, as evidenced by a mean range of 3.2–3.4 and a grand mean of 3.34, which is above the acceptance benchmark of 2.50. This was further confirmed by the result of the corresponding hypothesis test, which showed a Chi-square value of 11.227 and a p-value of 0.001 (p < 0.05), leading to the rejection of the null hypothesis. This implies that the hospitality industry in Delta State has significantly utilized public relations strategies, including electronic media advertising, social media influencers, content writing, social media business pages, and damage control, to rebuild its corporate image.

ii. The study found that the attributes of public relations activities used to promote corporate image management in the hospitality industry in Delta State were accepted by the respondents, as evidenced by a mean range of 3.0–3.2 and a grand mean of 3.06, which is above the acceptance benchmark of 2.50. This implies that media representation, crisis communication, content development and management, attention to detail, and awareness are important attributes of public relations activities used to promote corporate image management in the hospitality industry in Delta State.

iii. The study found that public relations provides considerable benefits in promoting corporate image management in the hospitality industry in Delta State, as evidenced by a mean range of 3.0–3.4 and a grand mean of 3.18, which is above the acceptance benchmark of 2.50. This implies that public relations helps to build and sustain corporate reputation, create publicity, manage crises, and encourage community and employee involvement, thereby strengthening relationships between hospitality organizations and their publics.

iv. The study found that the hospitality industry in Delta State faces challenges in using public relations to promote corporate image management, as evidenced by a mean range of 3.2–3.4 and a grand mean of 3.34, which is above the acceptance benchmark of 2.50. This implies that measuring the return on investment of public relations campaigns, adapting to technological changes, addressing international practices, organizational structure, and amplifying brand awareness through social media are recognized challenges affecting public relations activities in the hospitality industry in Delta State.

v. The study found that public relations practices effectively promote corporate image management in the hospitality industry in Delta State. This was confirmed by the result of the corresponding hypothesis test, which showed a Chi-square value of 12.079 and a p-value of 0.046 (p < 0.05), leading to the rejection of the null hypothesis. This implies that effective public relations practices contribute significantly to corporate image management in the hospitality industry in Delta State.

CHAPTER FIVE: SUMMARY, CONCLUSION, AND RECOMMENDATIONS
This chapter covers the following outline:

5.1 Summary of the Study

5.2 Conclusions

5.3 Recommendations

5.4 Suggestion for further studies

Reference
Appendix

UPLOADED BY MIRACLE