It gives us immense pleasure to present this book on Tourism Marketing Management for the students of Third Year Bachelor of Commerce (Management Studies), Semester V, prepared in accordance with the National Education Policy (NEP) 2020 and the revised syllabus of the University of Mumbai, implemented from the Academic Year 2026–27.
The book has been designed to provide students with a comprehensive understanding of the concepts, principles, and practices of tourism management. It covers the fundamentals of tourism, tourism destination planning, market segmentation, tourism marketing, travel agencies, international tourism, sustainable tourism development, and various tourism schemes introduced by the Government of India.
The contents are presented in a simple, systematic, and student-friendly manner with suitable examples to facilitate better understanding. Special emphasis has been given to contemporary developments in the tourism industry, making the subject both academically relevant and practically useful.
Contents –
1. Introduction to Tourism
– Tourism: Concept and Definition, Characteristics, Importance, Types of tourist: Visitor, Excursionists
– Types of Tourism: Medical, Adventure, Rural, Cultural, Religious, Dark, MICE, Eco-Tourism, Cruise Tourism, Tourism Industry: Concept, and Components
– Tourism Destination Planning: Concept, Elements, Tourism Destination Planning: Process and Importance
– Positive and Negative Impacts of Tourism: Economic, Socio-Cultural, Environmental Impact and other impacts, Sustainable Tourism
2. Tourism Market Segmentation & 4 A’s of Tourism
– Tourism Market Segmentation
– Meaning, Bases, and importance of Market Segmentation in Tourism, Tourist Typology: Cohen’s Typology, Plog’s Typology
– 4 A’s of Tourism: Attraction, Accommodation, Accessibility and Amenities Meaning, Meaning and importance
– India as a Tourist Destination: A conceptual framework, Destination Image, Building Brand India, Incredible India Campaign
– Challenges: Indian Tourism Industry, Tourist, Policy makers
3. Tourism Marketing & 4 P’s of Tourism Marketing Mix
– Tourism Marketing: Meaning, Objectives of Tourism Marketing, Importance of Tourism Marketing, Problems of Tourism Marketing, Tourism Marketing Mix
– Tourism Product: Concept, Types, Tourism Product Planning Need
– Price: Meaning, Factors Influencing Tourism Pricing, Tourism Pricing Objectives, Tourism Pricing Policies
– Place: Meaning, Factors Influencing Tourism Distribution, Tourism Distribution System, Functions of Middlemen, Meaning and essentials of ideal Travel Guide
– Promotion: Tourism Advertising, Tourism Sales Promotion Technique, Personal Selling in Tourism, Skills required for Selling Tourism Product, Electronics Channel of Tourism
4. Travel Agency and International Tourism
– Travel Agency and Tour Operators: Definition, Types, Importance and Functions of travel agency, Major Tourism schemes of Government of India
– International Tourism: Approval from Ministry of Tourism and IATA, International Tourism Concept, Role of International Tourism Organisations WTTC, IATO, TAAI, ITDC
– Sustainable Tourism Development: Concept, Principles, Approaches to Sustainable Tourism, Code of Conduct for safe and sustainable Tourismin India
– Schemes of Tourism: Visa on Arrival (VoA), PRASAD Scheme, HRIDAY Scheme, Travel Circuits, Prime force in expansion of tourism
