An empirical analysis of tourism destination marketing case study of golden triangle of odisha

Abstract

newline It has been significantly observed that there is a craze for the tourism all over the globe in newlinerecent time. It may be for generating foreign exchange or creating employment newlineopportunities. However the major outstanding contribution of tourism is undoubtedly newlineraising the national economy. The growth of tourism in the country like India under the newlineumbrella of Incredible India is remarkably significant over a decade. Odisha is a state newlinehaving tremendous tourism potential which could be able to attract a huge numbers of newlinetourists from all corners of the globe. The mostly preferred tourist destination which has newlinebeen sold like hot cake is Bhubaneswar-Puri-Konark. This tourist circuit is popularly newlineknown as golden triangle of Odisha. However no endeavour has been made till date for the newlinedevelopment of this tourist destination in an organised way in the perspectives of newlinemarketing. However the urgent need for this has been felt by each and every stakeholder newlineof this field including government of Odisha. The marketing of tourist destinations is very newlinemuch complex by nature as it is associated with numerous components and various newlinedimensions. The most important thing is all the tourist destinations are distinguished from newlineeach other in respect of various attributes in the perspectives of marketing. In the tourism newlinearena, destination marketing is one of an emerging area and it needs huge information, newlineknowledge, and skills for its operation. This tourist destination, Bhubaneswar-Puri-Konark newlineis universally renowned for the temples and art and architecture. Among them the three newlinemighty temples of golden triangle circuit are lord Jaganatha temple, Lingaraj temple, and newlineworld heritage Sun temple Konark really proclaims the artistic beauty mingled with newlinecultural and religious essences that has been always the tourist s first and foremost newlineinclination towards the visit of Odisha. As the destination marketing builds on the newlineparameters like image of the destination, destination market position, and over all tourists newlinesatisfaction as well as tourists experience about the destination, these factors are taken newlineinto consideration for designing the conceptual framework for this research study. The newlineprime objectives of this study is to explore the dimensions of destination marketing newlineattractiveness, also to investigate the cause- effect relationship between various newlinepromotional measures and destination market image. The other objectives of this study are newlineto investigate the underlying dimensions of tourist s overall satisfaction and finding the newlinecasual relationship between experience during visit and market position in the tourist s newlinemindset are also given same importance in this study. The research adopted in this thesis is newlinebasically problem solving by nature and its main goal is to determine the distinct problems newlinerelated to the destination marketing in the context of golden triangle of Odisha, including newlineviii newlinebrand