Services Marketing Strategies: A Case study of APTDC
Published: 2013
Author(s) Name: Hemant Kumar Shastry, I. Anand Pawar |
Author(s) Affiliation: Dr. B. R. Ambedkar Open University, Hyderabad (A.P) India
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Abstract
Tourism has long been recognized as a fast
growing industry and has been noted as possibly the
worlds largest industry. Andhra Pradesh has
tremendous potential to become one of the foremost
states in the tourism map of the country. The service
marketing mix consists of 7 P(s) as compared to the 4
P(s) of a product marketing mix. In simple words, the
service marketing mix assumes the service as a
product itself. However it adds 3 more P(s) which
are required for optimum service delivery.The aim
of this research is to analyze the effectiveness of
APTDC using service marketing mix strategy 3Ps
(people, process and physical evidence) and intention
to visit. The present study is designed to make an
attempt to understand the services marketing
strategies adopted by APTDC and to examine
critically the extended 3p of marketing only. APTDC
is a state government agency which promotes tourism
in Andhra Pradesh, India. APTDC is a body of the
Government of Andhra Pradesh responsible for
development of tourism in the state.
Keywords: N.A.
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