Efficient Ways Of Using Public Relations Tools In Tourism

This article analysis the efficient ways of using public relations tools in tourism and hospitality business. The main aim of the article is defining useful aspects of PR and their adoption for tourist sphere. Enlarge using of foreign successful practise of PR in our regional and country tourism. Establishment of effective system of PR among subjects. The progress of modern information and communication technologies brings new opportunities: with the help of the means and methods of the Republic of Uzbekistan the regulatory impact on the state of economic, political and cultural development of society is being implemented. Modern information and saturated society offer wide opportunities for individualization of market offers, bilateral communications through both personal contacts and in the format of media communication. The growing informatization of subjects' activities in the sphere of tourism leads to the increase of communicative impact with the purpose of forming preferences of the target public, broadcasting cultural knowledge, norms, traditions and values, transformation of old stereotypes and new behavioural practices. The urgency of the scientific problem of PR support is dictated by the need of the formation of favourable images and recognizable brands of travel companies, maintaining positive reputations in order to harmonize internal and external PR-communications in the field of tourism.

The American Journal of Management and Economics Innovations (ISSN -2693-0811)

INTRODUCTION
The tourism sphere in Uzbekistan become more popular and rapid increasing field, due to several factors like solution of unemployment, rich source of traditional and cultural heritages, new field of economy and it is deemed as the most perspective branch of economy of republic. In recent two years the total number of tourism export increased to 2.5 times and get place of the main sphere in republic economy.

METHODS AND RESULTS
In the thesis is used method of quiz observation around the Bukhara city to defining main problems in tourism. Then was used graphs and figures to illustrate dynamics of process and progress. Usually author uses foreign practise to implement and adoption in current tourism of country.
In order to promote the tourist potential of the country abroad, the following technologies of PR-company are applied: December 17-21, 2019 in Tokyo (Japan) on Shibuya Square there was organized broadcasting of video clip about the tourist potential of Uzbekistan, which was demonstrated 120 times a day (or 8 times during an hour) from 9:00 am to 24:00 am. A similar video was shown in front of the main railway station in Nagoya, 12-19 December, from 6:00 am to 136 times a day (8 times a day). The State Committee for Tourism in Russia organized an event with the participation of specialists of the State Committee for Tourism "All Experts Recommend Uzbekistan for Travel" with the participation of more than 50 journalists, bloggers, influencers, industry media. On the day of the event, a briefing was held by representatives of the State Tourism Committee, as well as partners of "Ostrovok.ru" and "Avialsales.ru".
About 160 representatives of more than 30 foreign mass media and companies (PBS (USA), Trans7 (Indonesia), REN TV (Russia), Lost Avocado (Italy), Mystery Box (USA)) have made trips to Uzbekistan, of the Turkish film industry "TRT BELGESEL", leading German media headed by the General Director of "Gebecco GmbH & Co", "National Geographic Being culturally sensitive, engenders respect between tourists and hosts, and building local pride and confidence.
Responsible tourism recognizes the diversity of the world's cultures and environments and encourages the positive interaction between the tourism industry, local communities and travellers" [5]. At the same time, responsible tourism offers an opportunity to connect with the people who create the holiday experience, stimulating the holidaymakers to talk about their experiences and to tell stories. As John King observes the travel is about "experiences, fulfilment and rejuvenation" rather than about "places and things" and that this lifestyle market is of increasing importance. [6] In terms of public relations, responsible tourism represents a process of responsibility PR in the tourism industry is aimed at studying the emerging public opinion and the formation of a friendly attitude towards the tourism company and its activities on the part of target audiences and the general public.
In this case, PR pursues such goals as:  Establishing two-way communication between organizations, offering a tourism product and target audiences, as well as the media to identify common beliefs and common interests;  Achievement of mutual understanding based on truth, knowledge and full awareness;  Establishing mutual understanding and trust between a tourism company and the public;  Ensuring the popularity of the company;  Creating and maintaining the image of the company;  Popularization of the tourism product and tourism in general; -refutation of distorted and unfavourable information; •representation of travel company services on the Internet, online promotion of tourist image, brand, tourist products