SWOT Analysis of Marketing Strategies Applied by MTDC for Promotion of Maharashtra Tourism
DOI:
https://doi.org/10.12727/ajts.20.6Keywords:
Tourism Internet Marketing, MTDC, DMO, SWOT analysis, data triangulationAbstract
With the increasing role of the Internet in Marketing, Destination Marketing Organisations (DMOs) are focusing on the application of the Internet in destination promotion activities. The present study aims to evaluate the application of Tourism Internet Marketing Strategies by Maharashtra Tourism Development Corporation (MTDC), India. Data Triangulation Method was used for detailed understanding of the phenomenon. Further, the researchers have provided a SWOT Analysis of these strategies, which would be helpful for destination planners and marketers in improving destination competitiveness.
References
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ETC, & UNWTO. (2003). NTO marketing activities guidelines for evaluation. Madrid, Spain: UNWTO. Govt of Maharshtra. (2016). Maharashtra tourism policy 2016. Mumbai: Department of Tourism and Cultural Affairs, Government of Maharashtra. Joshi, V. M. (2014). Development and marketing of tourism in Maharashtra. IJMBSPrint) International Journal of Management & Business Studies, 4(21), 2230–9519. Retrieved from http:// www.ijmbs.com/Vol4.4/spl1/4-Dr-Vandana-M-Joshi.pdf Kamble, P., & Sawant, M. (2017). No Title. Unpublished raw data.
Maharashtra Tourism SWOT Analysis, USP & Competitors. (2017). Retrieved July 4, 2017, from http://www.mbaskool.com/ brandguide/tourism?and?hospitality/3331?maharashtra?tourism.html
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MTDC. (2005). The information of Maharashtra tourism development corporation limited. Mumbai: MTDC. Retrieved from https:// www.maharashtratourism.gov.in/mtdc/about MTDC. (2015). Tourism Survey for the State of Maharashtra April 2014 to March 2015.
Mumbai. Pike, S. (2004). Destination Marketing Organisations. London: Elsevier Ltd.
Satghare, H., & Sawant, M. (n.d.). Evaluation of official destinationwebsite of Maharashtra state (India) from the customer perspective. Submitted for publication in Journal of Global Scholars of Marketing Science: Bridging Asia and the World. Tanrisevdi, A., & Duran, N. (2011). Comparative evaluation of the official destination websites from the perspective of customers. Journal of Hospitality Marketing & Management, 20(7), 37–41. http:// doi.org/ 10.1080/19368623.2011.577708
Thadani, M., & Roy, S. (2017). India State Ranking Survey. Gurugram. Retrieved from http://www.travelbizmonitor.com/ ArticleImages/ 2017/11/30/State Ranking Survey 2017 .pdf Tourism. (2014). Retrieved from http:// planningcommission.gov.in/ plans/stateplan/sdr_maha/ch-12-14-02-05.pdf
Yayli, A., & Bayram, M. (2010). Web-based destination marketing: Do official city culture and tourism websites‟ in Turkey consider international guidelines? Tourism: Preliminary Communication, 58(1), 51–60.
Yeasmin, S., & Rahman.K.F. (2012). 'Triangulation‟ research method as the tool of social science research. Bup Journal, 1(1), 154–163. Retrieved from http://bup.edu.bd/assets/uploads/journal_content_file/1511259502154-163.pdf.
Elbe, J., Hallén, L., & Axelsson Björn. (2009). The destination-management organisation and the integrative destination-marketing process. International Journal of Tourism Research, 11, 283–296.
ETC, & UNWTO. (2003). NTO marketing activities guidelines for evaluation. Madrid, Spain: UNWTO. Govt of Maharshtra. (2016). Maharashtra tourism policy 2016. Mumbai: Department of Tourism and Cultural Affairs, Government of Maharashtra. Joshi, V. M. (2014). Development and marketing of tourism in Maharashtra. IJMBSPrint) International Journal of Management & Business Studies, 4(21), 2230–9519. Retrieved from http:// www.ijmbs.com/Vol4.4/spl1/4-Dr-Vandana-M-Joshi.pdf Kamble, P., & Sawant, M. (2017). No Title. Unpublished raw data.
Maharashtra Tourism SWOT Analysis, USP & Competitors. (2017). Retrieved July 4, 2017, from http://www.mbaskool.com/ brandguide/tourism?and?hospitality/3331?maharashtra?tourism.html
MoT GoI. (2016). India Tourism Statistics at a glance 2015. Ministry of Tourism. New Delhi: Ministry of Tourism, GoI. http:// doi.org/ 10.1787/eag-2013-en
MTDC. (2005). The information of Maharashtra tourism development corporation limited. Mumbai: MTDC. Retrieved from https:// www.maharashtratourism.gov.in/mtdc/about MTDC. (2015). Tourism Survey for the State of Maharashtra April 2014 to March 2015.
Mumbai. Pike, S. (2004). Destination Marketing Organisations. London: Elsevier Ltd.
Satghare, H., & Sawant, M. (n.d.). Evaluation of official destinationwebsite of Maharashtra state (India) from the customer perspective. Submitted for publication in Journal of Global Scholars of Marketing Science: Bridging Asia and the World. Tanrisevdi, A., & Duran, N. (2011). Comparative evaluation of the official destination websites from the perspective of customers. Journal of Hospitality Marketing & Management, 20(7), 37–41. http:// doi.org/ 10.1080/19368623.2011.577708
Thadani, M., & Roy, S. (2017). India State Ranking Survey. Gurugram. Retrieved from http://www.travelbizmonitor.com/ ArticleImages/ 2017/11/30/State Ranking Survey 2017 .pdf Tourism. (2014). Retrieved from http:// planningcommission.gov.in/ plans/stateplan/sdr_maha/ch-12-14-02-05.pdf
Yayli, A., & Bayram, M. (2010). Web-based destination marketing: Do official city culture and tourism websites‟ in Turkey consider international guidelines? Tourism: Preliminary Communication, 58(1), 51–60.
Yeasmin, S., & Rahman.K.F. (2012). 'Triangulation‟ research method as the tool of social science research. Bup Journal, 1(1), 154–163. Retrieved from http://bup.edu.bd/assets/uploads/journal_content_file/1511259502154-163.pdf.
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Published
2018-07-01
How to Cite
Satghare, H., & Sawant, M. (2018). SWOT Analysis of Marketing Strategies Applied by MTDC for Promotion of Maharashtra Tourism. Atna Journal of Tourism Studies, 13(2), 79-95. https://doi.org/10.12727/ajts.20.6
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