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Modern Marketing in Indian Tourism: A Digital Approach
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Author(s): Barkha Jamwal (School of Open Learning, University of Delhi, India), Abhishek Janvier Frederick (Joseph School of Business Studies and Commerce, India)and Aniruddh Vijay (School of Open Learning, University of Delhi, India)
Copyright: 2025
Pages: 34
Source title:
Empowering Sustainable Performance and Competitive Advantage in Tourism
Source Author(s)/Editor(s): Mario Silic (Swiss School of Business and Management, Switzerland), Mahesh Luthia (Chetana's Institute of Management and Research, India), Faizan Ahmad (Cardiff Metropolitan University, UK)and Partha Pratim Chakraborty (Chetana's Institute of Management and Research, India)
DOI: 10.4018/979-8-3373-4546-8.ch012
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Abstract
This chapter explores the transformation of the Indian tourism sector driven by modern marketing and technology. Techniques like SEO, AI-powered personalization, and VR experiences enhance visibility and engagement, while sustainable tourism initiatives attract eco-conscious travelers. Data analytics and localized strategies improve targeted outreach, and tools such as CRM systems and festive marketing rekindle interest among past visitors, expanding the tourist base. However, rural community-based tourism faces branding gaps and misalignment with SDGs like poverty alleviation (SDG 1) and decent work (SDG 8). Artisan enterprises struggle with marketing innovation, emphasizing the need for indigenous branding and market orientation. E-tourism digitizes processes, reduces costs, eliminates intermediaries, and fosters growth by adapting to evolving consumer behaviors. This chapter examines these advancements and challenges, showcasing how they contribute to enhancing India's tourism competitiveness globally.
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