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.

Public relation, publicity, propaganda

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