A Study on Effect of Marketing Mix Components on Sustainable Development of Tourism in South Tamil Nadu


  • K. P. Karthilingam


The best possible combination of components of marketing mix is helpful for attainment of comparative advantage and competitiveness in tourism marketing and development of tourism in long run. Significant difference is prevailing in marketing mix components of tourism among demographics of tourists. Product, distribution and promotion have positive and significant effect on sustainable development of tourism, whereas, price has negative and significant effect on sustainable development of tourism. Hence, in order to develop tourism in a sustainable manner, tourist places should be maintained very clean and they must be equipped with good modern sanitation facilities. Price of services of tour should be reasonable and tour guides must meet demand of tourists, In addition, guidelines and information provided must be useful to tourists andinformation on tourist places must be available in various languages.