Digital Marketing in Tourism Services in India

Abstract

The tourism sector has grown substantially during the last two decades in many countries, including India. The growth in income levels, increased work pressures, change in lifestyles, investments in development of tourist destinations, expanded transport facilities and hospitality, and modern digital technologies are responsible for such an impressive performance of the sector. This chapter analyses the growth of tourism in India digital marketing initiatives, and finds the potential for digital applications in the marketing of tourism services. The study emphasizes the need for more digital applications to reach greater market segments in the domestic as well as international markets. The tourism sector widely uses information and communication technologies and other digital devices to create accessibility, information, expectations, and convenience to the potential tourists; and also to promote tourism in many new segments. This inquiry will be beneficial to the practitioners who play a pivotal role by adopting digital marketing practices in the tourism sector.