When Research Counts More than You Think!

This chapter of the book intruduces us to content analysis and the importance of unobtrusive research.  After reading I couldn't help but imagine the amount of data that has to be collected to successfully promote a country or destination.  The hospitality PR industry must explore every area to effectively target its audience and essentially- Make people want to go check it out!

Ferri & Partners is a full service PR firm with six locations throughout the U.S.  They have a section on their website focused on Cultural Tourism.

Cultural tourism is the reason people choose to go where they go on a vacation.  For a PR firm, it is a rewarding opportunity to "mold the image of a country and its people, as well as drive the growth of its tourism industry."  It is a learning curve for everyone involved in this process.


Ferri & Partners emphasizes the importance stating: "Our experience promoting cultural tourism is truly impressive, ranging from internationally prominent PBS Television Specials from America's National Park for the Performing Arts — including the heralding of the return of the Kirov Ballet to the US, and the spectacular French Bicentennial Salute — to a variety of multimedia and multicultural tours d'artes today."


They have written, presented and produced documentary television, museum exchanges, and performances featuring the music, the artworks and artists, the cuisines, natural features, religions, lifestyles, and people of India, Turkey, Italy, the former Soviet Union, Denmark, Canada, Mexico, England, France, Egypt, Israel, Venezuela, Brazil, and many other countries and regions.

The research had to have been lengthly and intensive.  The whole time they are committed to the understanding among peoples, person by person, through cultural exchange and the tourism it fosters.