Asian Journal of Research in Social Sciences and Humanities
Year : 2011, Volume : 1, Issue : 4
First page : ( 221) Last page : ( 228)
Online ISSN : 2249-7315.

Impact of socio-demographic factors and marketing strategies on tourism industry: A case study of varanasi

Dr. Ansari Irfan Ahmed*, Faculty

*Institute of Tourism Studies, Mahatma Gandhi Kashi Vidyapith University, Varanasi.

Online published on 3 January, 2012.

Abstract

While considering Varanasi as a tourist destination for International tourist to India one may cherish upon the basic inquisitiveness of these tourists to have encounter with its age old traditions and country life. The tourists to Varanasi are normally confined to the Ghats (Ganges’ river front) and Sarnath which have become stereotype for the city as a tourist destination. Hence it is seriously felt that the tourism in Varanasi must look for some greater enchantment for tourists by taking them to such areas and localities and thereby to acquaint them with such socio-religious practices of the country folks which can make their visit even more worthwhile.

For the purpose of study the sample size is 100 International (high end) tourists staying at star category hotels of the city. The views of tourists, service providers, and host population have been studied with a predesigned schedule and relevant data collected through direct interview method. The data so collected was classified and analyzed with the help of simple percentages and frequency distribution in order to establish a Socio-Demographic profile of such tourist under study and to come out with a relevant Marketing Strategy.

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Keywords

Inquisitiveness, Stereotype, Socio-Demographic and Marketing Strategy.

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