COLLABORATIVE
DESTINATION MARKETING: THE CASE OF BUDDHIST CIRCUIT
CASE
ABSTRACT
This
case study examines collaborative
destination marketing in the context of Buddhist Circuit (BC) in India.
The Buddhist Circuit is a religious network of destinations, based on the
footprints of the Lord Buddha across the Bihar and Uttar Pradesh. This iconic
circuit includes High Significance Holy Sites (HSHS) where the Buddha actually
spent time. The
complex cultural landscape of Buddhist Circuit incorporates a wide variety of
stakeholder interests. Some of the prominent stakeholders are international
Buddhist community, local and regional authorities, urban and tourism planners,
entrepreneurs, shopkeepers, vendors, agricultural labourers, NGOs and domestic
and international travellers. This
religious network of destinations marked a turning point in the transformation
of destination’s spatial landscape from a contested site of religious faith to
an international Buddhist destination. To promote the Buddhist
Circuit as a single tourist destination, all the tourism stakeholders are giving
attention on Co-branding, joint advertising campaigns and public relations
exercises in major tourist-generating regions, offering thematic packages and
itineraries, promotional prices on tour packages and jointly participation in travel marts/fairs
and road show.
PEDAGOGICAL OBJECTIVES:
After completing this case study, learners should
be able to:
· Provide a
comprehensive understanding to and explanation of the collaborative marketing as
a core concept to the marketing of a tourist destination.
· Identify the stakeholders
and their roles in collaborative destination marketing.
· Assess the
relationship between destination marketing and networking, in developing
collaborative marketing strategies.
· Analyse the
factors that influence collaborative destination marketing among the
stakeholders.
CASE
POSITIONING AND SETTING:
This case study can used in MBA, MBA (Tourism),
PGDM (Tourism & Travel) and Certified Destination Management Executive (CDME)
Programmes and in the teaching the nuances of collaborative marketing
to senior destination managers and tourism planners.
Keywords: Buddhist Circuit, Collaborative Marketing, Networking, Stakeholders.
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