A Quantitative Investigation on the Role of Promotions and Marketing in Promoting Tourism in India

Laxmi Kirana Pallathadka; Harikumar Pallathadka; Shoraisam Kiran Singh

doi:10.55544/ijrah.2.6.19

Authors

Laxmi Kirana Pallathadka Manipur International University, Imphal, Manipur, INDIA.
Harikumar Pallathadka Manipur International University, Imphal, Manipur, INDIA.
Shoraisam Kiran Singh Manipur International University, Imphal, Manipur, INDIA.

DOI:

https://doi.org/10.55544/ijrah.2.6.19

Keywords:

Tourism, Marketing, Promotion, Consumers, Development

Abstract

Promotions and marketing play a vital role in informing the potential consumers of the global market on attracting and convincing them for the inclination towards the product. It also helps to significantly modify the behavior of the existing consumers in bringing more customers to ensure a long-term success to set a business and ensure more profits involved in the effort. Tourism has been amongst one of the largest industries in India since the medieval days, but organized planning of tourism began from the 1950s through various methods of planned development. The Government of India recognized tourism as a potential instrument for development and employing the citizens from Post Independence. It was included in a series of five years plans from 1966. Promotion and marketing lead the tourism of India through various strategies of market planning by the use of the internet, newspaper advertisements, brochures, billboards, online advertisements, emails, and various means of the social media platform for the promotion of the cultural heritage of India. The Tourism Ministry released various international campaigns to promote India as an attractive, multi-cultural, modern, and sports-friendly destination for promoting tourism in the nation (Venkatesh & Raj, 2016). This will introduce us to various concepts and objectives of the promotion and marketing strategies to promote tourism through proper market management and environment. A sample of 127 respondents was collected from respondents through a "standard questionnaire," which was created on a five-point interval scale.

Downloads

Download data is not yet available.

Metrics

Metrics Loading ...

References

Venkatesh, M., & Raj, D. J. (2016). Impact of tourism in India, International Journal of Scientific Engineering and Applied Science, 2(1), 167-184.

Gössling, S., & Higham, J. (2021). The low-carbon imperative: Destination management under urgent climate change. Journal of Travel Research, 60(6), 1167-1179.

Jaswal, S. S. (2014). Role of tourism industry in India’s development, Journal of Tourism and Hospitality, 3(2), 1-6.

Chakrabarty, N. (2020). A regression approach to distribution and trend analysis of quarterly foreign tourist arrivals in India. Journal of Soft Computing Paradigm (JSCP), 2(01), 57-82.

Han, J. S., Lee, T. J., & Ryu, K. (2018). The promotion of health tourism products for domestic tourists. International Journal of Tourism Research, 20(2), 137-146.

Jørgensen, H. (2019). Postcolonial perspectives on colonial heritage tourism: The domestic tourist consumption of French heritage in Puducherry, India. Annals of Tourism Research, 77, 117-127.

Bosangit, C., Hibbert, S., & McCabe, S. (2015). “If I was going to die, I should at least be having fun": travel blogs, meaning, and tourist experience. Annals of Tourism Research, 55, 1-14.

Vernekar, S. (2015). The Growth Of Travel And Tourism: An Overview. Journal of Commerce and Management Thought, 6(3), 547-557.

Sunitha, W. (2019). The Tourism industry-An Economic Outlook. Shanlax International Journal of Economics, 8(1), 60-66

Jayadatta, S., & Benakatti, P (2020). A Theoretical Study on Possible Opportunities, Challenges and Prospective Progress Avenues and Emerging Issues of India’s Tourism Industry. GIS Business, 15(4), 1078-1095.

Ahamed, M. (2018). Indian tourism – the Government endeavours resulting into tourism growth and development. International Journal on Recent Trends in Business and Tourism (IJRTBT), 2(1), 7-15.

Vijayanand, S. (2012). Socio-economic impacts in pilgrimage tourism. International Journal of Multidisciplinary Research, 2(1), 329-343.

Ahmad, M. K., & Hussain, M. (2017). Tourism's Potential to Contribute in Improvement of Income of Hazaribagh Population, Jharkhand. Research Journal of Humanities and Social Sciences, 8(4), 401-408.

Turtureanu, A. G. (2005). Tourism products: Characteristics and forms. Acta Universitatis Danubius. Œconomica, 1(1), 141-157.

Dwyer, L. (2015). Globalization of tourism: Drivers and outcomes. Tourism Recreation Research, 40(3), 326-339.

Kumar, V., & Komaraiah, J.B. (2014). Role of Indian Railways in Promotion of Tourism in India: A Case Study of Foreign Tourists, IOSR Journal of Humanities and Social Science (IOSR-JHSS), 19(1), 22-32.

Shruthi. D. B., (2016). Marketing of Tourism: Roles and Responsibilities of Tourism Department, International Education & Research Journal, 2(9), 31-34.

Shukla, S. & Kumar, S. (2016). Tourism Promotion in India, International Journal of Core Engineering & Management (IJCEM), 2(10), 25-41.

Hampanna, M. & Prasanthi, M. (2019). Study on Promotional Strategies for the Development of Tourism Industry With Reference to APTDC, ZENITH International Journal of Multidisciplinary Research, 9(1), 145-149.

Kumar, S.P. (2014). Role of Media in the Promotion of Tourism Industry in India, an Online International Research Journal, 1(3), 187-192.

Sharma, M., & Hazarika, D. D., (2017). Tourism Marketing in India: A Case Study, Pacific Business Review International, 10(5), 83-91.

Chatterjee, J., & Dsilva, N.R. (2020). A study on the role of social media in promoting sustainable tourism in the states of Assam and Odisha, Tourism Critiques: Practice and Theory, 2(1), 74-90.

Salehi, H., & Farahbakhsh, M. (2014). Tourism Advertisement Management and Effective Tools in Tourism Industry, International Journal of Geography and Geology, 3(10), 124-134.

Sahoo, S.S., & Mukunda, B.G. (2017). Role of Social Media in Promoting Tourism Business – A Study on Tourism Promotion in Odisha, International Journal of Creative Research Thoughts (IJCRT), IJCRTICPN042, 272-281.

Venugopal, K., & Murty, V. (2019). Impact of E-Marketing Promotions on the Performance of Religious Tourism: In Case of Srikakulam District, A.P, India, International Journal of Engineering and Advanced Technology (IJEAT), 8(6S3), 1289-1292.