Developing Innovative Public Relations Strategies: Using Grunig's Nested Segmentation Model and Yankelovich's Generational Influences Model to Distinguish Pleasure Traveler Publics

Abstract

This study investigates an innovation public relations strategy that distinguishes vacation traveler publics based on two characteristics: usefulness of communication tactics and the generational cohorts they represent. More specifically, this study examines how travelers within various generational cohorts evaluate the usefulness of media and other information sources (communication tactics) for pre-travel pleasure planning. Grunig's (1992, 1989) nested segmentation model (1989, 1992) and the generational influences model (Smith & Clurman, 1997), in tandem with media uses and gratification theory, serves as the theoretical framework. Results demonstrate that word-of-mouth serves as a useful tactic among Boomers, Generation Xers, and Matures. New media tactics and travel-specific organizations serving as vehicles for disseminating public relations tactics are useful also among Matures and Boomers. In short, travelers report that “public relations-oriented” information is most useful; “mass-oriented” tactics are not as useful to travelers planning for such an enduring experience as a vacation. Recommendations for public relations and other communication managers are included and suggestions for future studies are discussed.

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