Analysis of Marketing Strategies Adopted by Travel Agencies to Promote Community-Based Tourism: A Case Study of Garhwal Region, Uttarakhand
Tourism is a major social and economic activity, but the rural communities that host much of it are social-ecological systems under growing strain from global environmental change. This study approaches community-based tourism in the Garhwal region as a possible strategy for those communities to adapt to that mounting pressure on their economies and surroundings.
Set against the backdrop of travel and tourism marketing, the research investigates the factors that influence community-based tourism as an effective adaptation strategy for rural communities facing environmental change. It also examines the marketing patterns that travel agencies use to raise customer awareness, since tourism provides a platform through which hotels, restaurants, and rental services reach visitors and offer incentives and discounts that improve customer satisfaction.
By linking adaptation and promotion, the study frames community-based tourism not only as a livelihood but as a deliberate response to environmental pressure on rural areas. Its focus on the Garhwal region of Uttarakhand grounds these wider questions in a specific setting where marketing, customer awareness, and community resilience meet.
Community-based tourism in the Garhwal region is examined here as a strategy for rural communities to adapt to global environmental change. The study investigates the factors shaping such tourism as an adaptation approach and the marketing patterns travel agencies use to raise customer awareness, framing tourism as both a livelihood and a response to environmental pressure.
- The study frames rural communities as social-ecological systems under strain from global environmental change, and positions community-based tourism as a potential strategy for adapting to that pressure.
- It investigates the factors that influence community-based tourism as an effective adaptation strategy for rural communities, situating the analysis within the Garhwal region of Uttarakhand.
- A second aim is to explore the marketing patterns travel agencies use to increase customer awareness, recognising tourism as a platform that connects hotels, restaurants, and rental services with visitors.
- By linking adaptation with promotion, the study treats community-based tourism as both a livelihood for rural areas and a response to environmental change, rather than a purely commercial activity.
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