Evolution of Marketing Strategies in the Tourism Industry

Sharma  Khemraj

Authors

Sharma Khemraj Department of Business Administration, Management Science, Nanhua University. Taiwan.

Keywords:

Tourism Marketing;, Sustainable Tourism;, Tourism Strategy;, Inclusive Tourism Marketing

Abstract

The influence of the tourism sector on global economies has witnessed a significant surge in recent times. In order to meet the expectations of both local and international tourists, as well as to contribute to the national economy, there is an imperative need for enhancements in tourism strategies and plans. Eco-friendly and innovative tourist initiatives are reshaping the local industry, pushing its boundaries to ascertain its capacity to meet international demand without compromising on environmental or regulatory safeguards. An escalating number of businesses catering to tourists are embracing the concept of sustainable tourism. The UN World Tourism Organization defines sustainable tourism as an approach that fully considers its current and future economic, social, and environmental impacts, while addressing the needs of visitors, the industry, the environment, and host communities. In light of these developments and concerns, this present research aims to examine the initiatives and marketing strategies implemented by prominent tourism firms, evaluating their effectiveness in meeting the requirements of both the government and its citizens, and subsequently drawing informed conclusions. In alignment with a country's historical and global values, marketing policies related to the tourism sector should be standardized. Given the substantial size and scope of the tourism industry, it becomes imperative for the marketing plan to be adaptable to ethical, environmental, and financial considerations. The overarching goal of this research is to identify the essential requirements, establish a connection with reality, and ultimately justify the current marketing approach of tourism units by proposing appropriate sustainable growth strategies.

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