The College of Tourism Belgrade
Belgrade, Bulevar Zorana Đinđića 152a
+381 11 2698 222

Specialized studies - Management in Tourism

OSJ2 PR in tourism 6

Basic info



Management in Tourism


Serbian and English

Course description

Models and characteristics of communication process in tourism. Mission and tasks PR experts in the new millennium. Public survey. Strategies and tactics of communication. Communication mix: advertising, personal selling, sales promotion, publicity. Corporate identity, business style and image. Business etiquette and protocol. Branding in tourism. PR practice. Professional standards and ethics in PR. Target groups in tourism. Role and characteristic of the media: printed, electronic and the internet. PR in the media: announcements, statements, interviews and press conferences. PR management. International lobbying. Business communication and correspondence. Writing techniques and speaking skills. Using photography. Planning the use of the printed and electronic media. Events and fairs. Communication in crisis situations. PR campaigns in special tourism sectors: rural/medical/green/active/sports/MICE.


  1. Dennis E. Deuschel, Travel and Tourism Public Relations, Elsevier Butterworth - Heinemann, Oxford, 2006
  2. Katlip, Senter, Brum, Uspešni odnosi s javnošću, Službeni glasnik Beograd 2006.
  3. D. Vilkoks et al, Odnosi s javnošću - strategije i taktike, Ekonomski fakultet Beograd 2006.

Classes per week


Grading (max. points 100)

Pre-exam Requirements Points
Attendance 15
Preliminary Test 20
Seminar 5
Final Exam Points
Written -
Oral 60