Marketing Techniques In Tourism Industry

MARKETING TECHNIQUES USED IN PUBLIC SECTOR

The India Tourism Development Corporation Limited (ITDC)

The India Tourism Development Corporation Limited (ITDC) is an Hospitality, retail and Education company owned by government of India, under Ministry of Tourism. Established in 1966, it owns over 17 properties under the Ashok Group of Hotels brand, across India.

Ministry of tourism in India launched incredible India campaign in 2002 to promote India as tourist destination. A country like France, six times smaller than India, attracted around 20 times the number of tourists that India managed to draw. Before that the ministry of tourism used to print pamphlets and brochures to promote the tourism which was the least effective way and had almost

Main objectives of launching an incredible India campaign: To promote India as the desirable destination among international travellers from the United States, Europe and Asia Pacific. To build on the existing Incredible India campaign. To attract more visitors to India. To reach out to travellers in a cost-effective way.

India got incredible response from the online campaign to target international holiday makers while minimizing the campaign costs. Thus, the aim of promoting India as the destination of choice and present India as a complete tourist destination could be successfully accomplished through effective online marketing strategies which comprised of running colourful and enticing ads, newsletters and other emails shared with the prospective international tourists.

Incredible India undertook such a marketing strategy that not only comprised of the traditional marketing media mix but also integrated online marketing such that the Ministry of Tourism could reach the rising number of people who research their holiday destinations

Advertising: the term used to describe the paid for announcements in the print, broadcast or electronic media which attempts to attract attention to the organisation’s products/services.

Basically advertising means making consumer aware about the product so that they can buy them. This promotes the sale of the product or the services. these advertisements are carried out by the third party and they get paid. Many companies hire other companies to advertisements. Third party can be television channels or print media or radio etc.

Limitations: starting with ‘L’, a point or level beyond which a business does not or may not pass; a boundary to how the business can market their product/service

Legal constraints: marketing constraint permitted by law or enforced by the law.

Like individuals, businesses are restrained by laws and institutions that protect the well-being of society as a whole. Although companies such as Enron have received publicity for trying to profit by disregarding their legal obligations. Legal liabilities of businesses are also upright duties, and most ethically sound companies would supersede these rules whether or not they were lawfully compelled to do