Did technology outshined personal sales techniques: PR tools and how do they relate to guest choice of budget hotels in Egypt

Abstract EN

The goal of this study is to enhance the effectiveness of PR management role in economy hotels as one of the modern trends, efficient leading functions that offer an opportunity for adapting to changes and needs of modern market and setting new profitability goals.

The research covers the qualitative and quantitative easement of PR' implementation within the limits of communication strategy in economy hotels in Greater Cairo.

Using a questionnaire form distributed among a sample of PR managers and employees together with a sample of guests, the researchers tried to explore the most effective PR tools and how do these relate to guest choice of the hotel of residence.