Promotional strategies of tourism products in Andaman and Nicobar Islands

Andaman is an unexplored beauty of India. Islands are a beautiful and relatively unknown destination with unspoilt beaches. For boosting tourism in Andaman, the destination must be promoted intensively by all tourism stakeholders. Promotion is one of the most effective marketing mix elements used in marketing a tourist product. Promoting a destination is quite a complex activity because the producer is selling a thing that does not have physical existence. Hence an attempt has been made to study the promotional strategies of tourism industry in Islands. The paper deals with the methods of promotion adopted, mediums adopted for advertisement and social media sites used for promotion by the tourism service providers in Andaman. The paper also makes an attempt to examine the opinion of tourists towards the information sources that influenced them to visit the islands. The findings indicated that advertisement is the major method of promotion adopted by organizations especially through television and emails. The major social media sites used for promotion is facebook. With respect to information sources, the tourists use google to search about Andaman and also get relevant information from friends and relatives.