Analysis on the Role of Public Relations in Tourism: A case study of Santiniketan (UNESCO World Heritage Site) and the Birbhum District of State of West Bengal, India

With the advancement of globalization and the improvement of people's living standards, the tourism industry has developed rapidly and has become one of the important pillars of the global economy. As tourism has become the world’s largest industry, competition is becoming increasingly intense. Many practical problems have emerged in the development of tourism. As an important part of the tourism industry, tourism and public relations have become exponentially important. Tourism-public relations not only help to enhance the image of tourist destinations, but also promotes the sustainable development of the tourism industry. Public relations, as a management philosophy and art, as a modern business concept and skill, will provide guidance services for the future development of tourism in all aspects, whether from image design and positioning, internal and external communication and coordination, or system management and development, it will promote the development of tourism in a healthy, sustainable and stable direction. This paper aims to explore the connotation, role and application of tourism public relations in the development of tourism in Birbhum, in order to provide theoretical support and practical guidance for the healthy development of the tourism industry.