Marketing of tourism services: problems and prospects of tourism industry in Telangana

The rationale for a separate treatment of services maketing centres on the existence of a number of characteristics of services which are consistently cited in the literature: intangibility, inseparability of production and consumption, heterogeneity, and perishability (V.A. Zeithaml.et.al). In this day and age tourism has emerged as one of the fastest growing serivice industry in the world, in India and also in Telangana and registers its importance in not only developing the country and state economically but also in providing a source of income, employment, and it also brings needed infrastructural improvements which may help in regional development. It may also help in socio-cultural linkages at the national and international level. It is a multi-disciplinary subject and touches almost every aspect of human activities. It is an industry induces more employment opportunities, but also generates a further multiplier effect through a successive chain of transactions that occur. Therefore the specified significances of tourism when considered alongside the paradigm change in the concept of the term tourism, and the many linkages to different services, impelled the researcher to undertake a conventional study on the problems and prospects of Telangana Tourism Industry in the current period of rapid globalization. The paper also makes some policy suggestions to address the constraints in promoting sustainable tourism in Telangana.