Abstract:
This internship report is an analytical examination of the public relations (PR) and marketing efforts of a rapidly growing travel services provider in Bangladesh Finger Flights Travel Agency. The main objective of the report is to determine the role of PR and marketing strategies in the competitive advantage of the agency in the travelling industry, customer relationship and positioning of the brand. Existing theoretical framework, including the RACE Model (Research, Action, Communication, Evaluation), is used as the guide in the study. A qualitative and exploratory approach involved using secondary data of online travel agencies websites and social media posts, customer reviews and promotional materials. The analysis involved customer feedback, competitive benchmarking, SWOT analysis, stakeholder perception mapping, content and media strategies. The findings indicate that Finger Flights has utilized the influencers and digital platforms in a good way. The findings demonstrate that Finger Flights has been able to raise brand visibility and strengthen consumer confidence using influencer marketing, online resources, and feedback mechanisms. Competitiveness was enhanced by experience marketing campaigns, loyalty plans and seasonal promotions. However, the following weaknesses have been identified, including overreliance in internet travel agencies, the absence of CRM system and little reliance on traditional public relations channels. Among the conclusions of the report are the recommendations of reducing dependence on external platforms, increasing the traditional PR opportunities, using CRM software to engage with customers on an individual level, and developing combined marketing communication strategies. Community involvement, as well as staff training, is also highly encouraged to ensure that long-term growth and sustainability is achieved. Altogether, the given study can provide valuable knowledge about the evolving role of marketing and PR in the travel agency market, demonstrating how Finger Flights will be able to enhance its positions in the market and adapt to the challenges of the post- pandemic travel situation.
