UGC Approved Journal no 63975(19)

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Published in:

Volume 6 Issue 4
April-2019
eISSN: 2349-5162

UGC and ISSN approved 7.95 impact factor UGC Approved Journal no 63975

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Published Paper ID:
JETIR1904P02


Registration ID:
207810

Page Number

7-13

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Title

Collaborative Marketing for the Sustainable Development of Rural Tourism Destination: A Case Study of Mangalajodi, Odisha

Abstract

This paper is a case study of the village Mangalajodi, one of the emerging rural tourism destinations of Odisha. Erstwhile, the local community people were making their livelihood by fishing from the Chilika Lake and poaching of migratory birds. But, the large-scale poaching activities led to the ecological imbalance and biodiversity degradation at this Birds Paradise. It also brought defamation, unsustainable livelihood practices and cultural deterioration to the region, badly affecting the socio-economic condition of the local community. With the introduction of eco-tourism, a remarkable rejuvenation has been observed at this rural destination. Tourism has not only provided alternative livelihood to the villagers but also encouraged the conservation of natural and cultural resources. The collaborative marketing of tourism at Mangalajodi by various stakeholders is signified as the key to the sustainable development taking place over there. This paper elaborates the roles of various stakeholders, mainly the holistic involvement of local community, NGOs, Government, private organizations, tour operators and travel agents, tourists in this regards. It also discusses the major challenges and possible way ahead for the effective implementation of collaborative marketing for the destination. Insights drawn from this would be useful not only for the betterment of the present scenario of Mangalajodi but also for the sustainable development of other rural destinations having similar potentials by using collaborative tourism marketing as a reliable tool.

Key Words

Rural Tourism, Eco-Tourism, Stakeholders, Collaborative Marketing, Sustainable Development

Cite This Article

"Collaborative Marketing for the Sustainable Development of Rural Tourism Destination: A Case Study of Mangalajodi, Odisha", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 4, page no.7-13, April-2019, Available :http://www.jetir.org/papers/JETIR1904P02.pdf

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2349-5162 | Impact Factor 7.95 Calculate by Google Scholar

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 7.95 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Cite This Article

"Collaborative Marketing for the Sustainable Development of Rural Tourism Destination: A Case Study of Mangalajodi, Odisha", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 4, page no. pp7-13, April-2019, Available at : http://www.jetir.org/papers/JETIR1904P02.pdf

Publication Details

Published Paper ID: JETIR1904P02
Registration ID: 207810
Published In: Volume 6 | Issue 4 | Year April-2019
DOI (Digital Object Identifier): http://doi.one/10.1729/Journal.20518
Page No: 7-13
Country: Bhubaneswar, Odisha, India .
Area: Management
ISSN Number: 2349-5162
Publisher: IJ Publication


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