usness. What a person senses when uses of services, what emotions feels, and what he fells when don t use the service of this agency.can get information about the company from mass media, special magazine and transmission on TV, where the production is compared and tested. The forum is also the way to research the attention tourists to the agency. whole picture is compiled about image after the giving information. Data is analyzed in the marketing department. If there is the negative effect from something factor (an unsuccessful advertising, a public statement, mistakes in service, etc.) It is necessary to correct it. Image of the organization is developed and after several time the result of changing is analyzed once more.
3.2 Selection of target audience for making image (the differentiated approach)
The famous sociologist Ervin Goffmann noticed that the image is an art to dictate by impression . Really, image is an interrelation between the representation which the company wants to create about itself at target audience, and representation about the company which has already has obtain at the target audience. audience is the basic circle of real and potential consumers of the services, and other groups of the public at which the concrete appeal of the organization are aimed during Pablic relation-campaign carrying out.are following target audiences which the travel agency has:
В§ financial institutions;
В§ the state and municipal organizations;
В§ suppliers;
В§ partners;
В§ the public;
В§ constant and potential clients;
В§ employees;
В§ mass-media;
В§ investors.
It is necessary to form image for each separate target audience. So, for the wide public the civil position is more preferable, but for the partners it is important the high competitive ability of the enterprise. right choice of target audience can bring bright results and efficiency of advertising and PR-measures would increase at several times in this case.
3.3 The measures to improve the image
It is necessary to conduct measures in several spheres of firm s activity that to improve positive the image.the sphere of production the measures for improvement of quality of services and adoption of new technology re...
