公共關係取代廣告成為行銷溝通的主流已漸漸成為趨勢，而公關在旅館行銷中亦扮演舉足輕重的角色，除了主動協助行銷活動與維護社會責任，亦須適時被動處理危機。本研究以個案研究法深度訪談三家國際連鎖觀光旅館之公關從業主管以瞭解旅館業之公共關係運作模式。研究結果顯示，飯店定位、高階主管的管理風格與連鎖主體特質影響公關活動的選擇與操作模式甚鉅。國際觀光旅館的公共關係運作過程大抵不脫：確定公關活動需求、確定目標公眾、公關媒介與方法之運用、公關績效評估。而相關結果如下：一、媒介內容分析是個案作為偵測外部環境的非正式調查研究的方法。公關需求的界定與內外部情境分析，也會仰賴高階主管的主觀判斷。二、國際觀光旅館的目標公眾主要為顧客與媒體。三、公關媒介與方法分為大眾傳播媒介與企業內部媒介、專題活動等三大類。與異業結盟或與媒體合作的各式專題活動，已逐漸取代傳統的公關廣告。四、個案的公關績效主要從媒體涵蓋量評估，訊息文案被媒介採用的數量，媒體產值得計算或活動實際的營收等評估方式。本研究並提出國際觀光旅館應更強化對公關人員的專業核心能力及善用旅館網站功能等建議使未來旅館公共關係的操作能有更多的發揮空間。

Considering the importance of public relations as valueable markeing tool for hotel operations, this research attempts to analyze the roles and operations of public relations using case study based on in-depth interviews with PR profrssionals in three hotels. This study explored the detailed functions and routine work of public relations in the surveyed hotels. Results indicate that nowadays, PR in hotels takes more marketing reposnibility rather than traditional tasks. Events and activities have becoming popular instruments to build hotel reputation as well as generate business. In the light of findings and observations, theoretical and practical implications are also discussed and future research directions are presented at the end of the paper.