Public private partnership for marketing of tourism services in Karnataka
Srikanth HS, Dr. Kumaraswamy M
Tourism industry being labour intensive has potential to solve the problem of unemployment and reducing poverty. Moreover, tourism is most effective instrument for national integration, harmony and thus leading towards social transformation and upliftment of rural poor. Domestic tourism is generally thought to be up to five times that of international arrivals. The major highlights of Karnataka tourism are the following: Helping to preserve and retain our rich cultural heritage, Giving more marketing innovative promotional measures for tourism, Increase in international trade, Progress in healthcare industries, Increase in GDP making tourism industry a unifying force, Growth in hotel industry, Focus on rural tourism, Advancement with sophisticated communication network, Enriching peripheral services like developing websites for Karnataka tourism, and offering hotel, hospitality, booking tickets online etc. The concept of tourism is so complex to define though several attempts have been made by renowned writers to explain it. In a broader sense, a public-private partnership could be described as a set of joint initiatives by the public and the private sectors (profit and non-profit), in which each participant brings some capital to provide the basis for participation in planning, decision making and the distribution of benefits. This study discuss the services marketing through PPP in Karnataka tourism, its promoting and made an attempt to market tourism by adapting the service marketing through PPP. In a more narrow sense, PPP refers to tangible cooperation activities in which the public and the private sectors combine their resources and knowledge in order to satisfy the domestic tourist as well as foreign tourist needs of their milieu.