International Journal of Tourism and Travel

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Internet Tourism Marketing Strategies of Leading Indian States:A Content Analysis


Affiliations
1 UGC NET – SRF, Department of Tourism Administration, Dr Babasaheb Ambedkar Marathwada University, Aurangabad, Maharashtra, India
2 Department of Tourism Administration, Dr Babasaheb Ambedkar Marathwada University, Aurangabad, Maharashtra, India
     

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Internet marketing is an indisputable element of destination marketing plan and DMOs are extensively engaging on with Internet. In this study, tourism policies of six important tourism states of India, namely Kerala, Rajasthan, Uttar Pradesh, Maharashtra, Karnataka and Gujarat have been studied using content analysis. The findings revealed that policies are mainly focused on application of various digital media, technologies for information distribution and destination marketing and mobile apps. But, the area of budget & Human resource required for internet marketing and role of internet in market research are commonly overlooked. Comparative analysis on dichotomous scale observed that the state tourism policy of Uttar Pradesh has discussed strategies thoroughly which helps in policy implementation and assessment while tourism policy of Kerala needs urgent revision.

Keywords

Indian State Tourism Policies, Internet Marketing, Content Analysis, Comparative Analysis.
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  • Internet Tourism Marketing Strategies of Leading Indian States:A Content Analysis

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Authors

Harshada Satghare
UGC NET – SRF, Department of Tourism Administration, Dr Babasaheb Ambedkar Marathwada University, Aurangabad, Maharashtra, India
Madhuri Sawant
Department of Tourism Administration, Dr Babasaheb Ambedkar Marathwada University, Aurangabad, Maharashtra, India

Abstract


Internet marketing is an indisputable element of destination marketing plan and DMOs are extensively engaging on with Internet. In this study, tourism policies of six important tourism states of India, namely Kerala, Rajasthan, Uttar Pradesh, Maharashtra, Karnataka and Gujarat have been studied using content analysis. The findings revealed that policies are mainly focused on application of various digital media, technologies for information distribution and destination marketing and mobile apps. But, the area of budget & Human resource required for internet marketing and role of internet in market research are commonly overlooked. Comparative analysis on dichotomous scale observed that the state tourism policy of Uttar Pradesh has discussed strategies thoroughly which helps in policy implementation and assessment while tourism policy of Kerala needs urgent revision.

Keywords


Indian State Tourism Policies, Internet Marketing, Content Analysis, Comparative Analysis.

References