Public relations and the communication of corporate identity : An exploratory investigation
Part of : Αρχείον οικονομικής ιστορίας ; Vol.XIX, No.2, 2007, pages 83-105
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Pages:
83-105
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Abstract:
Today, all leading hospitality organisations offer excellent services, which for that reason can no longer offer sufficient differentiation. Accordingly, the need for organisations to portray a unique identity is more critical than ever. Even though identity emerges as a significant corporate asset, hospitality research has not paid serious attention to corporate identity communication. In this connection, this paper presents the findings of a study of the ways in which five-star city hotels in Athens reveal their corporate identity through PR. Semi-structured interviews were carried out with a sample of PR/marketing directors in the participating hotels. The results suggest that most hotels have taken on board the concept of corporate identity. Yet, confusion over the relevant terminology continues to rage.
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Keywords:
corporate identity, public relations, hotels, Greece
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JEL classification: L83, M31
