MARKETING OF TOURISM PRODUCTS IN KERALAMARKETING OF TOURISM PRODUCTS IN KERALA

Renjitha Rajeev

Asst. Professor, Post Graduate Department of Commerce, Government College, Chittur, Palakkad – 678 104, Kerala, Email: renju.rajj@gmail.com.

Abstract

Kerala, tourism has a significant role because of its potential in creating employment, enhancing production and productivity and contribution towards the development of the State. Effective marketing and promotional measures are essential to attract tourists and to highlight Kerala as a distinct destination. As part of tourism development, new destinations are being identified and various schemes are being implemented to develop them as important tourist spots in the State. Travel and Tourism is one of the largest industries in Kerala today, contributing Rs. 39.3 billion (US$ 791.1 million), or 3.7 per cent, to the gross state product (GSP). This is projected to rise to 5.2 per cent, or Rs. 216.5 billion (US$ 2.9 billion) of GSP, by 2013. In this context, an attempt is made here to analyse the various marketing initiatives and performance of Kerala Tourism. Key words: tourism product, marketing, tourist’s arrivals, earnings.

Key words: tourism product, marketing, tourist’s arrivals, earnings.