MEASURING PUBLIC RELATIONS AND COMMUNICATION A CASE STUDY OF JORDANIAN HOTELS

Measuring public relations and communications in the hotels is among the most prominent issues. Currently, organizations measure contributions of public relations and communications to the gross national production. Usage of public relations and communications has potential to contribute to the competitive advantage of Jordanian hotels. Accordingly; managers at Jordanian hotels realize the importance of public relations and communications, especially in globalized market. Therefore, the study measures public relations and communications in the Jordanian hotels as a case study. Study on the basis of Jordanian hotels surveyed, found that public relations and communications strategy builds loyalty to customers. Study suggest Jordanian hotels to actively focus on publication relation and communication so that hotels customers receive outstanding service because of organizations workers ’ communication tool and personal characteristics