The pulling effect of 2008 Beijing Olympic Games on China's economy, especially on tourism enterprises, should be paid full attention to by hotels. Hotel public relations, as a management function and art, is very important in hotel management. Hotel public relations should fully focus on this Olympic Games and implement all-round public relations strategies from the angles of internal public relations, media public relations, celebrity public relations and sports fans public relations, so that hotels can better share this rich "Olympic cake" and promote the development of hotels. Keywords: Beijing Olympic Games Hotel Public Relations All-round Public Relations Strategy 2008 Beijing Olympic Games is coming, China and Beijing are getting more and more attention from the world, and domestic and foreign media are reporting the progress and preparations of this Beijing Olympic Games in more and more detail. The global transmission of the Olympic flame and the expected proximity of the Olympic family sightseeing group prepared by US President George W. Bush and George W. Bush further heated up the 2008 Beijing Olympic tourism fever. The international Olympic Games will promote the rapid development of tourism in the host country, especially in the host city. BOCOG predicts that the number of people who come to Beijing to watch the games during the Beijing Olympic Games will be about 6.4 million, of which about 15% ~ 20% are overseas tourists. During their stay in Beijing, the expenses for food, accommodation, transportation, travel, shopping and entertainment will be considerable. In the modern sense, a hotel is a multifunctional comprehensive service place for tourists, which covers six major elements of tourism: food, accommodation, transportation, shopping and entertainment, and provides guests with rooms, restaurants, conference halls, bars, dance halls, shops, fitness facilities and motorcades. The author believes that it is very important for hotels to share this attractive "Olympic cake" in the fierce competition, and at the same time take this opportunity to enhance their image, create or maintain their own brands, pay full attention to the impact of the Beijing Olympic Games on hotel development, and do a good job in public relations inside and outside the hotel. The hotel public relations department should formulate a comprehensive and high-level public relations strategy, which can be implemented from the angles of hotel internal public relations, media public relations, celebrity public relations, sports fans public relations and so on. 1.The impact of the 2008 Beijing Olympic Games on China's tourism industry. The Olympic Games will promote China's economy, especially tourism enterprises. Hosting the Olympic Games is a very good development opportunity for the tourism industry in China, especially in Beijing. From July 13, 2006, when Beijing successfully bid for the 29th Olympic Games, the spokesman of the National Bureau of Statistics pointed out that the Beijing Olympic Games would boost China's GDP by 0.3 to 0.4 percentage points every year for seven years. Beijing Bureau of Statistics also said that hosting the Olympic Games will boost Beijing's annual economic growth by more than 2 percentage points. Tourism has become an important foreign exchange income industry of the host country because of the pulling effect of the Olympic Games on economy. Through the research and analysis of the economy of the host countries of previous Olympic Games, it is found that during the Olympic Games, the consumption level of inbound international tourists in accommodation, transportation, catering, communication, watching games and shopping is two or several times higher than usual. During the past Olympic Games, Los Angeles, Seoul, Barcelona and Atlanta received 230,000, 220,000, 300,000 and 290,000 inbound tourists respectively. During the 2000 Sydney Olympic Games, in addition to tens of thousands of athletes, officials and more than 65,438+02,000 media reporters, during the short 65,438+07 days of the Olympic Games, Sydney resumed to receive an astonishing 654,380 million people, including 500,000 foreign tourists during the games. According to the data of the Australian Tourism Department, the number of tourists in Australia increased by 1 1% in 2000, while the number of tourists in Sydney increased by 15% in September of the same year. Of the 1 100000 tourists who came specially for the Olympic Games, 88% are repeat customers. 1992 during the Barcelona Olympic games, the foreign exchange income from tourism reached more than 3 billion us dollars. 1984 the los Angeles Olympic games directly led to more than $3 billion in tourism revenue; In 2000, the foreign exchange income of Sydney Olympic Games reached 4.27 billion dollars. (Source: Tourism Australia) Judging from the composition of tourism revenue, the hosting of the Olympic Games will definitely bring huge income to the hotel industry, catering industry and tourism-related industries. In the seven years before the Olympic Games, the number of tourists can increase by 20% every year, and the tourism income can increase by 2 billion dollars every year. Due to the pulling effect of tourism, the consumption multiplier for other industries, including airplanes and transportation, accommodation and shopping, is very high. In addition, the "Olympic tourism fever" will not only ignite Beijing, but also spread to scenic spots all over the country, and domestic golden tourist attractions such as Huangshan, Xi, Taishan and Guilin will also become hot spots for Olympic tourists. 2. The role of Beijing Olympic Games in enhancing hotel image. During the Olympic Games, the number of tourists will increase greatly, which is very impressive only from the short-term economic benefits generated during the Olympic Games. According to the prediction of the Chinese Olympic Committee, the number of people coming to watch the games during the Beijing Olympic Games is about 640. They come from all over the world, with a large number of athletes, coaches, team members and journalists, a large number of athletes' supporters and domestic and foreign audiences, as well as Olympic tourism groups. Therefore, it directly brings considerable economic benefits to the hotel. At the same time, due to the high relevance and influence of the Olympic Games, the success of a distinctive sports event will often form a festive atmosphere in the host city and promote the overall development of the local commercial economy, including tourism. Large-scale sports events are both opportunities and challenges for Beijing hotel industry. They will attract the attention of the whole world, and any event related to the Olympic Games may become news at any time. If the hotel can seize this opportunity and make enough efforts in the internal and external public relations of the hotel, it can not only greatly increase the turnover of the hotel, but also greatly enhance the visibility and reputation of the hotel and establish a good image of the hotel. This will play a decisive role in the internationalization and long-term development of the hotel. During the previous Olympic Games, the ratio of foreign tourists to the number of participants was amazing. The authoritative department predicts the situation in 2008 according to the previous Olympic Games, as shown in the following table: The above table shows that the number of people coming to Beijing during the 2008 Beijing Olympic Games gave the host city and host country huge business opportunities, and the huge benefits of the accommodation industry are obvious. Opportunity knocks but once. Faced with such a huge opportunity, hotels should keep up with the pace of the Beijing Olympic Games and take advantage of the opportunity of the Beijing Olympic Games to enhance the brand image of enterprises and obtain greater and longer-term economic benefits. Secondly, as a management function and art, the hotel's public relations strategy during the Beijing Olympic Games "aims to establish a good public image for the organization. Its management content is the reputation and image of the organization. " The combination of the 2008 Beijing Olympic Games will bring various public relations opportunities. The top-down cooperation of all hotel staff, from internal public relations to external public relations, and careful planning will surely become the story of the hotel's take-off. 1. Hotel internal public relations, strengthen the public relations awareness of all hotel staff. Every employee of the hotel should have the consciousness of public relations staff, and every move represents the concept of hotel image. "Establishing a correct public relations concept from top to bottom is the foundation of the hotel's success." The success of a hotel's public relations depends not only on the unremitting efforts of full-time public relations departments and public relations personnel, but also on the overall cooperation of all departments and staff of the hotel. It is necessary for the hotel's senior leaders and every employee to cooperate sincerely and implement full-time public relations management, that is,' full-time public relations management'. "The so-called' all-staff public relations management' is to enhance the public relations awareness of all staff, improve the consciousness of all staff's public relations behavior, strengthen the overall public relations cooperation and coordination, fully mobilize all staff's public relations efforts, and form a strong organizational public relations atmosphere and public relations culture." Public relations education can be popularized in hotels, so that all cadres and workers can realize that intangible assets such as hotel image and reputation are more precious than tangible funds and equipment. A good image can add value to the assets owned by the hotel; A bad image will devalue the tangible assets of the hotel. It is everyone's responsibility to create and maintain a good hotel image and reputation. The 2008 Olympic Games can be held in China and Beijing, which is a rare opportunity for the development of China, Beijing and the hotel itself. All employees should have the consciousness of shaping image, serving the public, innovating aesthetics and professional ethics. In the process of communication and service with the hotel public, we should show good manners in manners, appearance and appearance, take the image of the hotel as the main purpose, and even if we are troubled by customers, we should also put the interests of the hotel first, and try our best to make customers have trust and intimacy with the hotel, so as to further enhance the reputation and popularity of the hotel. 2. Domestic and foreign media public relations, paying attention to the situation and using the media to create momentum are excellent strategies for corporate public relations to develop itself. During the Beijing Olympic Games, the media from all over the world swarmed in, and the power of the media can not be ignored. "Beijing Great Wall Hotel takes off with the help of media" is a typical case of hotel industry. 1at the beginning of 984, the news of President Reagan's visit to China reached the newly opened Great Wall Hotel in Beijing. The manager and public relations staff of the Great Wall Hotel immediately realized that this was a rare opportunity. If President Reagan can be invited to visit, it will bring a good reputation to the Great Wall and have a great influence on the future of the hotel. So after many efforts, they finally won the opportunity for President Reagan to hold a thank-you banquet at the Great Wall. The thank-you banquet of the US President's visit to China was moved from the banquet hall in the Great Hall of the People to the newly opened Great Wall Hotel in Beijing. 1On April 28th, 984, more than 500 journalists from all over the world gathered at the Great Wall Hotel and sent the news of Reagan's farewell dinner to all parts of the world. All these news mentioned the Great Wall Hotel.