國內學者對於餐旅服務業的「公共關係」（簡稱公關）相關研究，少有 著墨。有鑑於此，本研究主要探索旅館業、餐飲業與旅行社等三個產業之業者與經理人，對於公關的認知與實踐。本研究採質性研究之半結構性訪談與內容分析法，以台灣西部主要城市之餐旅產業為樣本蒐集範圍。有效樣本來自於11家旅館、19家餐廳與6家旅行社的業者與經理人，共計35人受訪。研究結果發現，受訪餐旅服務業業者與經理人對於公關的認知與實踐，多受限於企業規模的影響。對於公關專業的理解與執行能力，多數採用整合行銷傳播學派的論點，為主要公關實踐方向。

In Taiwan, there are very few scholars conducting research related to public relations (called PR for short). The aim of this study is to explore the business owner and manager practices and perception toward public relations in the hotel, restaurant and travel industry. This study conducts a qualitative semi-structured interview and content analysis targeting the hospitality industry in the major western cities. Further, this study received valid samples from business owners and managers by interviewing 35 people from 11 hotels, 19 restaurants and 6 travel agencies. The finding of this research shows that the interviewees’ practice and perception toward public relations is very likely influenced by the limitation of the company’s scope. With regard to the comprehension of PR specialization and implementation, the viewpoint of the integrated marketing and media was considered the main direction of PR practice.