Thực trạng hoạt động quan hệ công chúng của chính quyền địa phương trong phát triển du lịch bền vững ở Tây Nguyên

This article analyzes the current state of local government public relations in promoting sustainable tourism development in Vietnam’s Central Highlands, focusing on Lam Dong, Dak Lak, and Gia Lai provinces. Based on document review, analytical and synthetic methods, content analysis of 1,273 publicly available communication items, and a survey of 714 local residents, the study examines government public relations across several dimensions, including policy communication, destination image building, citizen engagement, interaction with key stakeholder groups, and the organization and management of public communication. The findings reveal that although local governments have established a basic information foundation, their public relations activities remain largely one- way in nature. Greater emphasis should be placed on dialogue, feedback, behavioral guidance, and public partici- pation. The article concludes by proposing several recommendations to enhance the effectiveness of government public relations in promoting sustainable tourism development in the Central Highlands.