This study was prepared in order to know the role of public relations in influencing the mental image, of hotel guests affiliated with the Syrian Ministry of Tourism, in Damascus within the framework of addressing the research problem represented "Th
e impact of contribution of public relation to improving the mental image in Damarose and Sheraton hotels in Damascuse",And are the public relations programs in Damarose and Sheraton hotels adopted by of the Ministry of Tourism in Damascus currently sufficient to establish a good mental image to guests?
In this study, we discussed in its theoretical aspec، the concept of public relations, its mechanisms of action, and its importance in hotels, and an overview of the development of public relations، which is as old as man and which is the main pillar in hotels, in improving the mental image in hotels, which is a new concept that all international hotels seek to obtain، through the adoption of public relations programs.
As for the field study، the survey tool (questionnaire) was used with a regular random sample of hotel guests with “104” guests and the use of the statistical analysis program to analyze the data, as well as the analysis of the data collected by the interview method، where the study showed some of the important results including.
• The public relations programs adopted by the hotels of the Syrian Ministry of Tourism currently operating in Damascus are insufficient to establish a good mental image of them among their internal and external audiences، and more work is needed on them.
• The mental image that the guests carry about the hotel is linked to the nature of the relationship between it and the hotel، but it goes beyond other aspects
• There is the effect of the external public relations programs on the impressions (mental image) formed on the guests of the hotels and the Syrian tourism worked in Damascus.
