<![CDATA[Public Relations (PR) plays a central role in designing effective messages, delivering information transparently, and building positive relationships with the public. Evaluating PR strategies in addressing security issues and strengthening visitor trust is particularly important, given their crucial function in responding to sensitive matters and ensuring accurate public understanding. In this context, the present study aims to provide an in‑depth understanding of the challenges and opportunities related to tourism security through a SWOT analysis approach. In addition, the study evaluates the extent to which public relations strategies contribute to addressing security concerns and enhancing visitor trust. The findings of this research are expected to offer clear and practical recommendations for stakeholders in improving tourism security and reinforcing visitor confidence, thereby enabling the tourism sector to grow sustainably and generate greater positive impacts on economic and social development. This study employs a qualitative research method supported by SWOT analysis.]]>
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