On The Internal Public Relations Of Folklore Tourism Organization

At present,many tourism organizations in China adopt the Company & Farmer mode,which is run by a company with participation of local farmers,to develop the folklore tourism.The internal structure of this mode leads to coexistence of several publics with different features in the organization.Therefore,if the organization aims at "seeking unity inside the organization and development outside",the publics must achieve a high level of integration in terms of benefit, conception,goal and action,and form a win-win relationship.Only without conflicts among the publics,the organization can be unified and in good operation.This research takes Dai Garden in Xishuangbanna to the case study,and discusses Dai Garden's internal public relations in the mode of Company & Farmer Because of different cultural backgrounds,economic and social types among publics inside the organization,as well as their different aims,Dai Garden incurs difficulties in the process of integrating internal public relations. The organization neither introduces a perspective of public relations to guide its publics to define their roles,nor establish an efficient internal communication platform.Based on the facts above, how can public relations,as a perspective and method,help to make strategies according to the features of the folklore tourism organization,so that the publics reach unanimity in cultural identity and interests demand? How can public relations help to form a shared hope,a unanimous voice,so that economic benefits will be shared by all,and the development of livelihood of minority nationalities will be accelerated?With these questions exploration,this research adopted the method of case study.First,the author observed and analyzed the daily work of the organization,and made a proposal for Dai Garden's internal public relations:integration of public relations inside the organization.Then,by interviewing people selected from different public groups,the author collected data and material for the research,and identified the factors of internal public relations of Dai Garden.By describing and analyzing the factors and characters of internal public relations,this thesis discusses the integration techniques for internal public relations of Dai Garden.It is composed of six parts.ⅰ) Question Awareness.This part is the expatiation of question consciousness of the entire research. it dissertated,at the beginning,the rationality of ethnic cultures tourism organization's inside public relations conformity.Then arouse thought from the case of Dai Garden and established two hypotheses:a) Dai Garden should have guided the inside publics to finish the role orientation according to the aims of public relations;b) Dai Garden should have established the plate of communication between the inside publics.ⅱ) Literature Review.This part expatiated on the theoretic gist of Dai Garden's inside public relations from the angle of view of inside publics,Identity and Corporate Culture.ⅲ) Research Design & Research Value.This part accounted for a train of thought of the research.At the same time,it defined the concept of "inside publics" and "factors of inside public relations";it also studied out the design of interview which includes the aims of interview,the objects of interview and the contents of interview.At last,it discussed the theoretical and practical value of the research.ⅳ) Factor Analysis.According to my research,Dai Garden's inside public relations are building up with matter factor,organization framework factor and personnel factor.This part expatiated on the situation of Dai Garden's inside public relations through a great deal of interview datum and as a result put forward the exist question of Dai Garden's inside public relations.ⅴ) Integration Strategy.According to the above,this part put forward tow conformity strategies of Dai Garden's inside public relations.Those are bringing into play of the Village Committee and flexible mechanism.ⅵ) Conclusion.This part is the conclusion of the research.The hypotheses are approved. From the perspective of public relations,this research introduces multi-culture integration to include the conflicts between modern and traditional culture into the field of public relations,which is a contribution to the study on conflicts between modern and traditional culture from the perspective of cross-cultural public relations.Meanwhile,it involves discussion on how villagers in Dai Garden complete the transition from traditional to modern.This transition is beneficial to the economic development of the region,and construction of socialist new countryside in minority frontier areas.