Tourism Marketing: A Service Marketing Perspective

Tourism is a service sector which earns a substantial foreign exchange to developing countries. In India, Kerala is one of the important destination for the international tourists with its unique nature beauty with backwaters, mountains and beaches. To make the tourism a great success one has to take advantage of the modern technology to full extent. Present paper is an attempt to market tourism by adapting the service marketing approach for achieving great success. Kerala has won the best state award for tourism instituted by Union Government of India. It won seven of 2004 year's awards. It received the best eco-friendly project award for the Thenmala project, the best wildlife sanctuary award for Periyar wildlife sanctuary, for innovative use of IT in tourism.