Seven Ps Spectrum of Marketing in Tourism

Pillai, K R (2010) Seven Ps Spectrum of Marketing in Tourism. Indian Journal of Tourism & Hospitality Management, 1 (2). pp. 84-97.

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Abstract

Tourism, as a composite and personalised service oriented product, has manifold significance in the nature and configuration of services offered. The onsite experience of customers can create a niche in the market. Due to its intangible nature, designing a structured marketing strategy for tourism is subject to complexities. The configurations of the services offered and marketing strategy are equally important to materialize the objectives of the service providers. An ideal mix of marketing tools is an essential component of successful marketing. In this paper the researcher examines mainly the configuration of a heuristically developed service marketing mix applied in marketing of tourism programmes at Thekkady, a much sought after wildlife tourism destination in the southern peninsular India.

Item Type: Article
Uncontrolled Keywords: Tourism, Thekkady, ecotourism, nature tourism, service sector, service marketing mix, market positioning, market segmentation, community-based ecotourism.
Subjects: Management > MIM Manipal
Depositing User: MIM User
Date Deposited: 11 Nov 2014 10:24
Last Modified: 11 Nov 2014 10:24
URI: http://eprints.manipal.edu/id/eprint/141039

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