Promotion of Tourism Using Digital Technology: An Analysis of Kerala Tourism

Deleep Devasia and Sanoop Kumar P. V. ()
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Deleep Devasia: Calicut University
Sanoop Kumar P. V.: Calicut University

Chapter 19 in Handbook of Technology Application in Tourism in Asia, 2022, pp 403-422 from Springer

Abstract: Abstract In this chapter, the authors describe the concept of smart promotion of tourism in the digital marketing era, along with a case study of Kerala, an important tourism destination in India. Travel and Tourism have been in the forerun in embracing the technological trends from its beginning itself. Use of digital technology in tourism such as e-marketing, e-commerce, travel automation, travel information provision, etc. has been resulting in incremental and revolutionary changes in the industry. Web presence has become inevitable for most tourism service providers. Online booking, online reviews, and digital marketing and promotion have become the new face of the industry. Tourism industry and business in India has also been showing tremendous change in the recent years due to the usage of digital technology. Kerala, promoted as “God’s own country,” has been registering steady growth in the recent years. This chapter begins through a theoretical analysis of the different digital marketing approaches for smart promotion of tourism destinations followed by a case study of smart tourism promotion by the Destination Management Organization (DMO) of Kerala along with the approaches of digital promotion by private stakeholders of the destination. This study views “smart promotion” as a strategy to market Kerala as a destination and also as a tool for tourism crisis management.

Keywords: Digital marketing; Smart promotion; Kerala; Tourism; Disaster management (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-16-2210-6_19

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DOI: 10.1007/978-981-16-2210-6_19

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