Indian Journal of Marketing


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Tourism is the world’s largest and fastest growing industry. As more and more economies are relying on tourism as one of their growing sectors, tourism industry is receiving its recognition and importance. The tourism industry is highly employment intensive and can earn significant revenues including foreign exchange. It offers immense socio- economic development potential. It generates high levels of economic output, with minimum capital investments. India’s tourism potential is unlimited. It is a land of colorful contrasts; modern projects of science and technology, the wild grandeur of the Himalayas, the historical monuments, forts and palaces, the varied flora and fauna, a wide variety of costumes and a diversity of customs make India a desirable destination for domestic and foreign tourists.