Tourism Marketing: A Strategic Approach (Hardback) book cover

Tourism Marketing

A Strategic Approach

Edited by Nilanjan Ray, Dilip Kumar Das, Raj Kumar

© 2017 – Apple Academic Press

330 pages | 21 Color Illus. | 42 B/W Illus.

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Hardback: 9781771884709
pub: 2017-09-14
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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 one of the fastest growing industries, and in the next few decades, it will play a role in many fields, such human resources, national economic growth, and more.


"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."

—Dr. Soumendra Nath Biswas, Assistant Professor Indian Institute of Tourism & Travel Management (IITTM) (An organization of Ministry of Tourism, Govt. of India)

Table of Contents

Growth Strategies: Grupo Posadas. Determinants of Tourist Visit in Destination Development: An Empirical Analysis of Sikkim. Relationship between Destination Image, Tourist Satisfaction, and Destination Loyalty. Intention to Revisit a Tourism Destination: An Empirical Study of Bundelkhand-India. Role of Service Marketing in India with Reference to Tourism Industry. Coordination of Tourism Supply Chain Management. Synergy of Tourism Industry with Banking Sector in India: An Overview. Potential of Geospatial Mashups for Tourism Marketing. Companies’ Perspective on Trust Building Factors: A Case of Online Tourism Companies in India. Role of Marketing Mix (7Ps) on Development of Rural Tourism: Evidence from Kamarpukur, West Bengal, India. Tourism Marketing in Nagaland: An Analytical Approach. Promotion of Eco-Tourism in the State with Special Reference to National Park and Wildlife Sanctuaries of Sikkim. Examination of Tourism Factors Affecting in Tourists Satisfaction: Evidence from Thimphu, Bhutan. Developing Promotional Strategy of Ecotourism in Himalayan State Sikkim, India. Role of Social Media Marketing in Tourism Industry. Development of Tourism in Myanmar. Product Diversification in the Restaurant Industry as a Competitive Advantage.

About the Editors

Nilanjan Ray, PhD, is currently Associate Professor and Director of R & D at Cell Bakhtar University in West Bengal, India. He has obtained his PhD; MCom (Marketing); MBA (Marketing), STC FMRM (IIT-Kgp). He has nine years teaching experience in BBA, MBA, and BCom programs and six years of research experience. He has guided over 50 postgraduate students’ project. Dr. Ray has contributed over 40 research papers to reputed national and international referred, peer reviewed journals and proceedings, and he has edited research handbooks with IGI-Global USA and one research volume with Apple Academic Press. He has been a reviewer of several journals, including Tourism Management, Journal of Service Marketing, Journal of Business and Economics, and Research Journal of Business and Management Accounting, and is also an editorial board member of several referred journals. He has chaired a technical session at International Journal of Arts and Sciences (IJAS) Conference 2012, at Harvard University, Boston, USA. Dr. Ray is a life member of the International Business Studies Academia.

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’s 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’s 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, 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 Chief Coordinator of Industry Institute Partnership Cell (AICTE sponsored) in the Faculty of Management Studies. He was formerly Coordinator at Technical Cell, V.C's office, Banaras Hindu University, Varanasi, India. He holds several degrees, including DLitt, PhD, MBA, and MCom.

Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / Sales & Selling
BUSINESS & ECONOMICS / Industries / Hospitality, Travel & Tourism