The Impact of Public Relations Practices in Achieving Economic Sustainability in Hotels

Document Type : Original Article

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Faculty of Tourism and Hotels, University of Sadat City

Abstract

In the light of the increasing international interest of public relations (PR) in the hospitality industry, this research is conducting with the aim of studying the role of public relations in supporting and developing sustainability in hotels. For this purpose, an empirical study has been conducting on a sample of study which include (public relations) in five-star hotel at Greater Cairo to identify the impact of public relations practices in achieving the economic sustainability in hotels. This study applied close-ended questionnaires on the participants of the study to gather credible information on the role of public relations in supporting and developing sustainability in hotels to understand how public relations influences hotel economic sustainability. Findings of the research indicated that the economic impact of public relations is evident in areas like supporting local economies and ensuring competitive pricing strategies. PR-driven initiatives such as sourcing products locally (mean: 4.13) and supporting small and medium-sized enterprises (SMEs) through supply chain activities were highly regarded. However, the study reveals weaknesses in reinvesting profits into community development (mean: 3.11) and collaborating with other businesses to enhance regional economic sustainability (mean: 3.37). These findings suggest a need for hotels to prioritize their long-term contributions to local economic growth.

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