An Empirical Analysis on Image of Marketing for Promotion of Cultural Tourism Destinations: A Study from Select Destinations in West Bengal

Abstract

Cultural parts generally following kinds of products are available, viz. historical, heritage, natural-based, medication- based, religious-based, cultural-based and manmade. It has been observed that till now tourism has remained neglected in India for variety of factors like lack of infrastructure, civic amenities, lack of publicity, and peoples’ ignorance in accessibility to tourist location. This present study has been focused on image of marketing for cultural tourism in West Bengal. Keeping in mind of the above stated objectives researchers were collected Primary data from filed survey, face to face interaction and observation method and Secondary data has been collected from different journals, research articles and WBTDC websites. To conduct this present study 320 respondents were selected through convenience sampling method to identify Marketing image of Cultural Tourism destination of Shantiniketan in Birbhum district and Bishnupur in Bankura district through Marketing Mix (Product, Price, Promotion and Place). On the basis of analysis it has been observed that marketing mix elements are more significant for promotional image of both destinations.