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

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.