(THE ROLE OF PUBLIC RELATIONS IN IMPROVING THE PERFORMANCE OF HOTEL WORK) (A DESCRIPTIVE STUDY OF THE ASHTAR GRAND CRYSTAL HOTEL IN BAGHDAD)
In light of the developments in our time and the competition between tourism organizations and the administrative and organizational burdens in tourism service organizations in particular, they need a device that works on the progress of communication in them at all levels, because public relations with its various programs and activities constitute a link between the organization and its internal audience, and thus became one of the most important means of communication that The authority relies on it to ensure the highest level of service quality and to improve the organization's image among its public. The success of any organization depends mainly on its mental image, because it is an important factor in the organization’s marketing of its message, as it strives to preserve the beautiful image in the minds of its fans.
Keywords: Public Relations, Quality, Good Performance.