Recovery Marketing Strategy: A Case Study of Kashmir Tourism
This case study narrates the experience of a young tourism marketing officer named Lucky who was recruited by the Government of Jammu & Kashmir, India after his master degree graduation. Being a fresh graduate, Lucky was initially overwhelmed by the responsibility to market Jammu & Kashmi...
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| Main Authors: | , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2022
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| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/30672/1/7th%20ICSC%202022%2063-76.pdf https://repo.uum.edu.my/id/eprint/30672/ |
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| Summary: | This case study narrates the experience of a young tourism marketing officer named Lucky who
was recruited by the Government of Jammu & Kashmir, India after his master degree
graduation. Being a fresh graduate, Lucky was initially overwhelmed by the responsibility to
market Jammu & Kashmir as these are troubled regions that have badly suffered from the image
of violence and war due to the sporadic conflicts and tensions between India and Pakistan.
Though Kashmir & Jammu is a region known as ‘paradise on earth’ by many, Lucky knew that
marketing a destination with a poor image is not easy, especially where tourists safety is
concerned. His education has made him aware of the amount of work and effort required to lure
tourists to visit a troubled destination, no matter how beautiful it is. But Lucky also knew that
his boss expected his to perform his job well. Therefore he must try his hardest. He had to spend
months researching ways to understand the advantages and disadvantages of the region and to
promote or elevate the image of Jammu & Kashmir as an attractive and safe tourist destination
for everyone wishing to visit the region. Finally he came up with several strategies to help him
fulfil his boss expectation of him. |
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