Hospitality & Tourism

Tourism Marketing
A Strategic Approach

Editors: Nilanjan Ray, PhD
Dilip Kumar Das, PhD
Raj Kumar, PhD

Tourism Marketing

Published. Available now.
Pub Date: August 2017
Hardback Price: $149.95 US
Hard ISBN: 9781771884709
E-Book ISBN: 978-1-315-36586-2
Pages: 346pp w/ index
Binding Type: hardback
Notes: 21 color and 42 b/w illustrations

“This is a successful attempt at sharing different types of research work that will provide a platform for new avenues in the overall socioeconomic conditions of modern tourism marketing. The volume addresses a variety of practical application, tools, skills, practices, models, approaches, and strategies of tourism marketing. I am sure that this volume will satisfy the needs of the students and researchers of tourism marketing.”
—Dr. Kaushik Chakraborty, Assistant Professor in Commerce, Netaji Mahavidyalaya, Arambagh, Hooghjly, W.B., India

“This book is a jewel for tourism education. It provides relevant information for developing strategies in the composite field of tourism marketing. It is comprised of various research studies on the marketing of tourism products, destination marketing, and relevant strategies, tools, and approaches that are presented in such a way that will be very helpful for undergraduate and postgraduate students and research scholars. The contributors have given some recommendations and have developed some strategies based on research and surveys that will be useful for government, private agencies, NGOs, destination management organisations, etc. Overall this is a very good book, and every tourism professionals should refer to this book for upgrading their knowledge.”
—Soumendra Nath Biswas, PhD, Assistant Professor Indian Institute of Tourism & Travel Management (IITTM) (An organization of Ministry of Tourism, Govt. of India)

Tourism Marketing: A Strategic Approach presents a variety of practical application tools, skills, practices, models, approaches, and strategies that are proving themselves effective in tourism marketing. The volume considers overall infrastructure, socioeconomic conditions, and modern tourism business infrastructure in discussing the efficiency of good strategies and practices and their impact on business and economic growth.

Tourism is now one of the fastest growing industries, and in the next few decades, tourism will play a role in many fields, such human resources, national economic growth, and more. As more people are interested in spending their holidays in nature, ecotourism and rural tourism have become important segments of the tourism industry. This creates opportunities in places characterized by natural attractions, wildlife and wilderness habitats, agriculture, farm stays, local crafts, bird watching, local cuisines, etc., and local communities can benefit in economic terms by the creation of employment opportunities and commitment to conservation and sustainable development.

The research in this important volume keeps this in mind by focusing on the major aspects, such as what should be the infrastructure of tourism, what are the most effective promotional strategies of tourism, and how to provide sound service for maximum satisfaction, as well as how to implement innovative modern techniques of business strategies for development of sustainable development of any country.

Topics include:

  • destination loyalty
  • ecotourism promotion
  • rural tourism
  • practical growth strategies
  • the role of service marketing
  • tourism supply chain management
  • tourist satisfaction
  • social media marketing in tourism industry
  • product diversification in the restaurant industry
The authors also share some policy recommendations for government and private agencies, including NGOs intending to promote organizational infrastructure for consistent economic development and positive social change worldwide. While mainly covering marketing aspects of tourism, the authors also the different tourism-related services, such as hospitality, destination infrastructure, service gaps, etc.

1. Growth Strategies: Grupo Posadas
José G. Vargas-Hernández and Pamela Macías Álvarez
2. Determinants of Tourist Visit in Destination Development: An Empirical Analysis of Sikkim
Debasish Batabyal and Sankar Kumar Mukherjee
3. Relationship Between Destination Image, Tourist Satisfaction, and Destination Loyalty
Fakhraddin Maroofi and Seyed Reza Hassani
4. Intention to Revisit a Tourism Destination: An Empirical Study of Bundelkhand-India
Saurabh Gupta and Onkar Nath Mishra
5. Role of Service Marketingin India with Reference to Tourism Industry
Sunita Jatav and Alok Mittal
6. Coordination of Tourism Supply Chain Management
Amol Subhash Dhaigude, Archit Vinod Tapar, Santosh Kumar Tiwari, and Mohammad Shameem Jawed
7. Synergy of Tourism Industry with Banking Sector in India: An Overview
Ruchi Sen and Saurabh Sen
8. Potential of Geospatial Mashups for Tourism Marketing
Somnath Chaudhuri
9. Companies’ Perspective on trust Building Factors: A Case of Online Tourism Companies in India
Nidhi Phutela and Hirak Dasgupta
10. Role of Marketing Mix (7Ps) on Development of Rural Tourism: Evidence from Kamarpukur, West Bengal India
Nilanjan Ray
11. Tourism Marketing in Nagaland: An Analytical Approach
Thangasamy Esakki
12. Promotion of Eco-Tourism in the State with Special Reference to National Park and Wildlife Sanctuaries of Sikkim
Dillip Kumar Das and Pinkila Bhuta
13. Examination of Tourism Factors Affecting in Tourists Satisfaction: Evidence from Thimphu, Bhutan
Raj Kumar, Dillip Kumar Das, and Nilanjan Ray
14. Developing Promotional Strategy of Ecotourism in Himalayan State Sikkim, India
Soumendra Nath Biswas
15. Role of Social Media Marketing in Tourism Industry
Devesh Ranjan Tripathi
16. Development of Tourism in Myanmar
Somnath Chaudhuri and Panacea Yamin
17. Product Diversification in the Restaurant Industry as a Competitive Advantage
José G. Vargas-Hernández and L. E. Juan Luis Martinez Padilla

About the Authors / Editors:
Editors: Nilanjan Ray, PhD
Assistant Professor, School of Commerce and Management, Adamas University, West Bengal, India

Nilanjan Ray, PhD, is currently an Assistant Professor in the School of Commerce and Management at Adamas University, West Bengal, India. He has teaching experience in BBA, MBA, and BCom programs as well as several years of research experience. He has guided over 50 postgraduate students’ projects. Dr. Ray has published over 40 research papers in national and international refereed, peer-reviewed journals and proceedings, and he has edited research handbooks from IGI-Global USA. He has been a reviewer for the journals Tourism Management, the Journal of Service Marketing, the Journal of Business and Economics, and the Research Journal of Business and Management Accounting and has served as an editorial board member of several refereed journals. He has also chaired in a technical session at the IJAS Conference 2012, at Harvard University, Boston, USA. Dr. Ray is a life-member of the International Business Studies Academia. He has obtained his PhD, M.Com (Marketing), and, MBA (Marketing), and STC FMRM (IIT-Kgp) degrees.

Dilip Kumar Das, PhD
Assistant Professor, Department of Tourism, University of Burdwan, Bardhaman, India

Dillip Kumar Das, PhD, is currently working as an Assistant Professor in the Department of Tourism at the University of Burdwan in Bardhaman, India. He was awarded a PhD in tourism from Utkal University, Bhubaneswar, Orissa, on the topic “Economic, Socio Cultural and Environmental Impact of Tourism: A Case Study on Puri, Konark and Bhubaneswar”. He completed a Master in Tourism Management from the Indira Gandhi National Open University (IGNOU), and also twice qualified by the University Grants Commission (UGC) National Eligibility Test (NET) in lectureship. He has also completed a master degree in economics from Ravenshaw University, Cuttack, India. His areas of research interest are ecotourism, tourism impact studies, and travel agency management. He has over 15 years of academic experience in tourism education. Dr. Das is now currently associated with many different universities and institutes of repute in India, including IGNOU, the Indian Institute of Tourism and Travel Management (IITTM), Magadh University, and Utkal University.

Raj Kumar, PhD
Director, Head and Professor, Institute of Management Studies, Benaras Hindu University, India

Raj Kumar, PhD, has over 33 years of teaching and research experience. His areas of specialization are insurance, capital markets, and management of microfinance institutions. He has authored four books and completed three research projects. He has contributed many research papers to national and international seminars, conferences, and workshops. He has also coordinated a refresher course, an entrepreneurial development program, and four qualified institutional placement (QIPs). Prof. Kumar was an executive member of the LIC Policy Holder Council and All India Commerce Association. He has special interests in contemporary issues such as micro insurance, corporate governance, and public system management. He is currently Director, Head and Professor of the Institute of Management Studies at Benaras Hindu University, India. He was formerly Coordinator at Technical Cell, V.C. office, Banaras Hindu University, Varanasi, India. He holds several degrees, including DLitt, PhD, MBA, and MCom.

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