Marketing mix and its implications in the tourism marketing-A study

Tourism plays a pivotal role in promoting goodwill among the people and thereby fostering socio-economic development of the country. Tourism has become a very important and dynamic sector both in the world economy and particular in the developing countries. Its growth affects not only the activities directly linked to tourism but also other sectors. Developing countries have some common characteristics, such as extreme poverty and widespread conflict (including civil war and ethnic clashes), extensive political corruption, lack of political and social stability, human resource weakness (human assets index, nutrition, health, education and adult literacy), and economic vulnerability. Tourism as an industry helps to earn huge foreign exchange reserves and creates direct and indirect employment opportunities to a very large section of the society. Tourism is a very complex industry due to its multiple activities, which satisfies the needs of the tourist (customer). The present study reveals that the growth and diversification of tourism industry in India and India tourism has become one of the major sectors of the economy, contributing to a large proportion of the National Income and generating huge employment opportunities and also focusing on marketing mix strategies for tourism marketing in India.