National Marketing Strategies in Travel and Tourism

Focuses on how national travel and tourism authorities can market a country as a tourist destination, with particular reference to the marketing of India. India is going to be far the most important tourist generating countries for world and there has been a recent substantial increase in the value of national and international travel and tourism revenues and promising future prospects. However, there is little research emphasizing specific marketing and distribution strategies that may be applied by travel and tourism organisations, airlines and intermediaries to market a tourist destination successfully in overseas markets. This research collected data using in-depth interviews with 10 experienced practitioners in India, and analyzed the data with a rigorous case study methodology. The results of this research assist in clarifying the conceptual issues provided in the literature, linking theoretical marketing knowledge about strategies in the discipline of national & national and international travel and tourism marketing.