Strategic Marketing Of Meghalaya Tourism: A Conceptual Framework For Sustainable Development
DOI:
https://doi.org/10.53555/jaes.v21i2.31Keywords:
Strategic Marketing, Tourism, Strategic Marketing Mix, Meghalaya Tourism, Sustainable DevelopmentAbstract
Meghalaya is a standout travel destination because of its exceptional fusion of rich cultural heritage and scenic beauty. It has great potential for boosting the economy of the state through tourism activities. Promotion of tourist attraction in the state calls for a strategic marketing approach that encompasses various marketing strategies. Further, a holistic marketing mix that includes vital elements should be carefully planned and implemented to ensure the successful effort in communicating tourism offerings of Meghalaya. The study will delve on the significance of adopting a critical marketing theories and depicting the appropriate marketing strategies, thereby incorporating it in the selling and communicating the tourism offerings in the state of Meghalaya.
References
1. Ahmed, Z.U & Krohn, F.B .(1994). Developing a Strategic Marketing Plan for a Small Tourism Firm, Journal of Professional Services Marketing, 10(2), 111-128. http://dx.doi.org/10.1300/J090v10n02_08
2. Arnold, D.J. and Quelch, J.A. (1998). New strategies in emerging markets. Sloan Management Review, 4(1), 7-20.
3. Aghazadeh, H. (2015). Strategic Marketing Management: Achieving Superior Business Performance through Intelligent Marketing Strategy. Procedia - Social and Behavioral Sciences, 207, 125–134. https://doi.org/10.1016/j.sbspro.2015.10.161
4. Adeola, O., & Evans, O. (2019). ICT, infrastructure, and tourism development in Africa.
5. Tourism Economics, 135481661982771. doi:10.1177/1354816619827712
6. Astuti, M.T. (2020). Communication Strategy in Promoting Cultural Tourism Destinations in Semarang City. International Conference on Art, Design, Education and Cultural Studies, KnE Social Sciences, 298–335. DOI 10.18502/kss.v4i12.7606
7. Alastair, M. M. (2022). HOSPITALITY AND TRAVEL MARKETING. ROUTLEDGE.
8. Balmford, A., Beresford, J., Green, J., Naidoo, R., Walpole, M., & Manica, A. (2009). A Global Perspective on Trends in Nature-Based Tourism. PLoS Biology, 7(6), e1000144. doi:10.1371/journal.pbio.1000144
9. Cater, T. (2003). The Relevance of Four Schools of Thought on the Sources of a Firm's Competitive Advantage: A Case of Slovenian Firms. Economic and Business Review, 5(4), 309-332.
10. Cravens, D. (2006). Strategic marketing’s global challenges and opportunities. Handbook of Business Strategy, 7(1), 63–70. doi:10.1108/10775730610618639
11. Center for Responsible Travel (CREST), Strategic Plan 2023-2026 (https://app.hubspot.com/documents/ 20963731/view/522055685?accessId=d832d8)
12. Chancharat, S. (2011). Thai Tourism and Economic Development: The Current State of Research. Kasetsart Journal of Social Sciences, 32(2), 340–351. Retrieved from https://so04.tci-thaijo.org/index.php/kjss/ article/view/246746
13. Cirikoviý, E. (2014). Marketing Mix in Tourism. Academic Journal of Interdisciplinary Studies, 3(2), 111-115. E-ISSN 2281-4612 ISSN 2281-3993
14. De, U.K. & Devi, A. (2010). Nature Based Tourism, Seosonal Variation and Its Impact on Employment and Income: Evidence from Meghalaya. Journal of Environmental Management and Tourism (JEMT), 2(02), 116-131.
15. Eraqi, I. M, (2005). Tourism Strategic Marketing Planning: challenges and opportunities for tourism business sector in Egypt. Tourism Analysis,10,1-5.
16. Erkuş‐Öztürk, H., & Eraydın, A. (2010). Environmental governance for sustainable tourism development: Collaborative networks and organisation building in the Antalya tourism region. Tourism Management, 31(1), 113-124. https://doi.org/10.1016/j.tourman.2009.01.002
17. Faulkner, H.W. (1993). Marketing that takes the long-term perspective. Tourism & Travel Review, 1(8), 10-11.
18. Feurer R & Chaharbaghi K. (1995). Strategy development: past, present, and future.
19. Management Decision, 33(6), 11-21. https://doi.org/10.1108/00251749510087614
20. Vellas et al. (eds.), The International Marketing of Travel and Tourism © François Vellas and Lionel Bécherel 1999
21. Gilbert, D. (1990). Strategic marketing planning for national tourism. The Tourist Review, 45(1), 18–27. doi:10.1108/eb058038
22. Gretzel, U., et al. (2004). Tell me who you are and I will tell you where to go: Travel personality testing for destination, recommendation system. In A. J. Frew (Ed.), Information communication technology in tourism (pp. 205 215). New York/Wien: Springer-Verlag.
23. Gajdošík, T., Hrubcova, G., Sramek, J., & Tittelbachová, Š. (2015). Approaches to the economization of cultural heritage in context of destination management in the czech republic. Journal of Competitiveness, 7(1), 22-34. https://doi.org/10.7441/joc.2015.01.02
24. Hall, C.M. and McArthur, S. (1998). Integrated Heritage Management. London: Stationery Office.
25. Harris, L.C. & Emmanuel, O. (2001). Competitive advantage in the UK food retailing sector: past, present and future. Journal of Retailing and Consumer Services, 8, 157-173.
26. Holienčinová, M & Holota, T. (2018). Marketing management as a strategic part of sustainable development in the conditions of rural tourism in Slovakia. Journal of Tourism and Regional Development, 2018(9), 13–22. DOI 10.22630/TIRR.2018.9.2
27. Jamal, T., & Getz, D. (1995). Collaboration theory and community tourism planning. Annals of Tourism Research, 22(1), 186-204. https://doi.org/10.1016/0160-7383(94)00067-3
28. Jang, S. (Shawn), Morrison, A. M., & O’leary, J. T. (2004). A Procedure for Target Market Selection in Tourism. Journal of Travel & Tourism Marketing, 16(1), 19–33. doi:10.1300/j073v16n01_03
29. Kiráľová, A. (1995). Marketing ciel'ového miesta cestovného ruchu. Marketing Tourism Destination. Ekonomický časopis 43(6), 516-529.
30. Kotler, P., Bowen, J., and J. Makens .(1999). Marketing for Hospitality and Tourism (2nd ed.).
31. Upper Saddle River, NJ: Prentice Hall.
32. Kotler, P., Armstrong, G., Saunders, J. & Wong, V. (2002). Principles of Marketing. European Edition. London: Prentice Hall
33. Kotler, P. (2003), Marketing Management, 11th ed., Prentice-Hall, New York, NY
34. Keegan, W. J. (2004). Strategic marketing planning: a twenty‐first century perspective.International Marketing Review, 21(1), 13–16. doi:10.1108/02651330410522907
35. Kotler, P., Bowen, J. T., Makens, J. C., & Baloglu, S. (2017). Marketing for hospitality and tourism. Pearson.
36. Khyriem, W. (2018). Tourism: its impact on economic development of Meghalaya.International Journal of Scientific Research, 7(2), 21-23.
37. Kumar, P. (2021). Digital marketing in hospitality and tourism. In C. Cobanoglu, S. Dogan, K. Berezina, & G. Collins (Eds.), Hospitality & tourism information technology, 1–23. USF M3 Publishing. https://www.doi.org/10.5038/9781732127593
38. López, S. V. (2005). Competitive advantage and strategy formulation: The key role of dynamic capabilities. Management decision, 43(5), 661-669.
39. Lin, M. J. J., & Chen, C. J. (2008). Integration and knowledge sharing: transforming to long‐ term competitive advantage. International Journal of Organizational Analysis, 16(1/2), 83-108.
40. Lee, C.-C., & Chang, C.-P. (2008). Tourism development and economic growth: A closer look at panels. Tourism Management, 29(1), 180–192. doi:10.1016/j.tourman.2007.02.013
41. Lee, T. H. (2013). Influence analysis of community resident support for sustainable tourism development. Tourism Management, 34, 37–46. doi:10.1016/j.tourman.2012.03.007
42. Lyngdoh, B.F. (2022). An Exploration of Tourism Development of Meghalaya, India: What is the way forward?. Atna-Journal of Tourism Studies, 17(1), 143-166. DOI:https://doi.org/10.12727/ajts.27.6
43. Monison, Alastair M., 1989, "Hospitality and Travel Marketing," Delmer Publishers, Albany, New York
44. March, R.(1994). Tourism marketing myopia. Tourism Management, 15(6), 411–415. doi:10.1016/0261-5177(94)90061-2
45. Moss, D., & Warnaby, G. (1998). Communications strategy? Strategy communication? Integrating different perspectives. Journal of Marketing Communications, 4(3), 131–140. doi:10.1080/135272698345807
46. Mehmetoglu, M. (2007). Typologising nature-based tourists by activity—Theoretical and practical implications. Tourism Management, 28(3), 651–660. doi:10.1016/j.tourman.2006.02.006
47. Maurer, C. (2021). Digital Marketing in Tourism. In: Xiang, Z., Fuchs, M., Gretzel, U., Höpken, W. (eds) Handbook of e-Tourism. Springer, Cham. https://doi.org/10.1007/978- 3-030-05324-6_82-1
48. Naidoo, P., Ramseook-Munhurrun, P., & Seegoolam, P. (2011). An assessment of visitor satisfaction with nature-based tourism attractions. International journal of management and marketing research, 4(1), 87-98.
49. Novitaningtyas, I, Achsa, A & Rahardjo, B. (2019). ANALYSIS OF THE BASIC ELEMENTS OF TOURISM DESTINATION AND MARKETING POTENTIAL IN BRAJAN TOURISM VILLAGE. Jelajah: Journal Tourism and Hospitality, 1(1),27-35. https://scite.ai/reports/10.33830/jelajah.v1i1.451
50. Porter, M. & Kramer, M. (2006). Strategy and society: the link between competitive advantage and corporate social responsibility. Harvard Business Review, 84(12), 78-89.
51. Palatková, M. (2012). Travel and Tourism Marketing – Review. Czech Journal of Tourism,1(2012), 30-52.
52. Pavia, N., Gržinić, J. and Floričić, T. (2014). The Perception of Gastronomic Events within the Framework of Sustainable Tourism Development. Sustaible Tourism VI, Witt Press, Southampton, UK., 277-289
53. Prakasa, Y., Danar, O. R., & Fanani, A. A. (2019). Urban tourism based on social capital development model. Eurasia: Economics & Amp; Business, 19(1), 37-42. https://doi.org/10.18551/econeurasia.2019-01.05
54. Peinlang, B.L. (2019). The Scope of Tourism in Meghalaya. Journal of Tourism & Hospitality, 8(1), 1-3. doi: 10.35248/2167-0269.19.8.397
55. Pratiwi, R., Wardhani, W N., & Kusumaningrum, R. (2020). Crowdworking, is it Beneficial in Destination Marketing?. Advances in Economics, Business and Management Research, 149, 232-237. DOI: 10.2991/aebmr.k.200812.040
56. Runyon, K. E. (1984). Advertising, Charles E. Menill Publishing Co. Co- lumbus. Ohio, 277- 278.
57. Riege, A.M & Perry, C. (1998). National marketing strategies in international travel and tourism. European Journal of Marketing, 34(11/12), 1290-1304
58. Priyanka, P.S & Devarani, L. (2022). Capturing Community Participation in Rural Tourism through PRA: A Study in Meghalaya. Indian Journal of Extension, 58(2), 35-41. http://doi.org/10.48165/IJEE.2022.58207
59. Riege, A. M., & Perry, C. (2000). National marketing strategies in international travel and tourism. European Journal of Marketing, 34(11/12), 1290–doi:10.1108/03090560010348452
60. Selin, S. (1999). Developing a Typology of Sustainable Tourism Partnerships. Journal of Sustainable Tourism, 7(3-4), 260–273. doi:10.1080/09669589908667339
61. Soteriades, M.D & Avgeli, V.A. (2000). Promoting tourism destinations: A strategic marketing approach. Tourism Review, 55(3), 335-345
62. Slater, S.F. & Olson, E.M. (2001). Marketing’s Contribution to the Implementation of Business Strategy: An Empirical Analysis. Strategic Management Journal, 22 (11): 1055-1067
63. So, S-I. A., & Morrison, A. M. (2004). Internet Marketing in Tourism in Asia: An Evaluation of the Performance of East Asian National Tourism Organization Websites. Journal of Hospitality & Leisure Marketing, 11(4), 93–118. doi:10.1300/j150v11n04_07
64. Soteriades, M. (2012). Tourism destination marketing: approaches improving effectiveness and efficiency. Journal of Hospitality and Tourism Technology, 3(2), 107–120 doi:10.1108/17579881211248781
65. Štefko, R, Kiráľová, A & Mudrík, M .(2015). Strategic Marketing Communication in Pilgrimage Tourism. Procedia - Social and Behavioral Sciences, 175(2015), 423 – 430. doi: 10.1016/j.sbspro.2015.01.1219
66. Shrivastava, S & Dawle, A. (2020). An Overview of Marketing Communication Strategy: A Descriptive Study. International Journal of Current Research, 12(10), 14502-14504. DOI: https://doi.org/10.24941 /ijcr.39886.10.2020
67. Sharma, A., Arora, S. (2024). Understanding the Role of Stakeholders in Sustainability of Travel and Tourism Industry: Future Prospects. In: Sharma, A. (eds) International Handbook of Skill, Education, Learning, and Research Development in Tourism and Hospitality. Springer International Handbooks of Education. Springer, Singapore. https://doi.org/10.1007/978-981-97-4318-6_44
68. Trombetta, W, L. (1976). An Empirical Approach to Marketing Strategy for the Small Retailer. Journol of Small Business Mananemenl, 4(4), 55-58.
69. Tasci, A.D.A & Kozak, M.(2006). Destination brands vs destination images: Do we know what we mean?. Journal of Vacation Marketing 2006, 12(4), 299–317. DOI:10.1177/1356766706067603
70. Talabi, F.O, Chile, S.T & Abubakri, O.R.(2012). Making Slogans and Unique Selling Propositions (USP) Beneficial to Advertisers and the Consumers. New Media and Mass Communication. 3(2012).30-35. ISSN 22243267.
71. Tran, N.L & Rudolf, W.(2022). Social Media and Destination Branding in Tourism: A Systematic Review of the Literature. Sustainability 2022, 14(13528), 1-18. https://doi.org/10.3390/ su142013528
72. Williams, P. W. (1999). Strategic partnership development in small and medium sized tourism enterprises. The Tourist Review, 54(4), 20–35. doi:10.1108/eb058319
73. Wang, Y., & Fesenmaier, D R. (2007). Collaborative destination marketing: A case study of Elkhart county, Indiana. Tourism Management, 28(3), 863-875. https://doi.org/10.1016/j.tourman.2006.02.007
74. Wijayanti. A & Dewi, I.J.(2016). Analysis of The Four Pillars of Tourism Development Planning in The Tourism Areas of Kretek, Bantul, Yogyakarta, Indonesia. The 12th Biennial Conference of Hospitality and Tourism Industry in Asia (ATF-16), 154-158
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Wallamkupar Dkhar, Dr. Benjamin .F. Lyngdoh (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
