JJEM: Special Edition 4 (May 2025)
JJEM: Special Edition 4 (May 2025)
2025-05-31
Integrating Events: A Marketing Mix for Karnataka's Heritage Tourism
M V PoornaRaghavendra, Dr H N Ramesh
Karnataka is one of India's states which boasts a rich and diverse culture with a full range of historical, religious, and cultural landmarks from which one could benefit tremendously in terms of heritage tourism. One effective marketing tool has indeed been to appropriate events so that the best of Karnataka's rich and varied heritage-culture-and architecture was presented, increasing tourism along with it. This paper explores the way Karnataka can integrate cultural and religious events into its wider tourism marketing strategy. An analysis of key heritage festivals, the integration of tourism products, and the role of stakeholders in crafting a dynamic marketing approach illustrates how Karnataka can position itself as a leader in event-based heritage tourism. The research calls for sustainable tourism practices that demand cooperation among government agencies, local communities, and the private sector to ensure the long-term preservation of the heritage of Karnataka.
Karnataka, heritage tourism, event-based tourism, marketing mix, sustainable tourism, cultural heritage, tourism promotion, community involvement, digital marketing, event management.