Marketing Strategy of Tourism in Bihar: An Evaluation

In tourism sector, all activities starts and ends with the tourist. The needs of the tourist should be identified, according to which the tourism product should to be designed and developed. Tourism marketing plays a major role in this sector. Where, initially market research is done to identify the needs of the tourist, to achieve the objectives of the organization by increasing the sales volume by gradually improving the satisfaction level of the tourist for a long term, to excel the competitor with unique product quality. Apart from segmenting the needs of the tourist, targeting the potential tourist and positioning the product in the minds of the tourist, it is also important to implement the concepts of tourism marketing mix to convert the potential tourist into actual tourist. Hence secondly, tourism marketing mix concepts should be studied to explore its significance with tourist satisfaction. Tourism product formulation, price policies and strategies formulation, designing distribution networks and improving promotional channels, proper environment to deliver the product, skilled and trained employee should be deputed to deliver the service and further the activities taken to deliver the services. Hence with the implementation of seven P's marketing mix strategies will increase the level of performance which will obviously perceive the highly satisfied tourist response. Thus, tourism industry is totally tourist centred. The present Bihar State is bounded by Nepal on the north. West Bengal on the east, Jharkhand on the south and Uttar Pradesh on the west. The State has huge potentialities for the development of tourism sector. Benefits can be reaped by diversifying the marketing mix, increasing the member of tourists as well as their spending, promoting newer variants of tourism like eco-tourism, rural tourism etc. and above all, creating a positive image of Bihar. For the successful execution of marketing strategies or for translating the strategies into the meaningful purposes, it is essential to have a detailed knowledge of the changing behaviour of users or services. There are different categories of users like domestic and foreign, rural and urban, literate and illiterate, rich and poor etc. It is very natural that tourist organisations in particular are well aware of their behaviour. This simplifies their task of creating and stimulating demand. SWOT Analysis is important when creating strategies for marketing. With the help of executing Suitable marketing efforts, we can change the present scenario and Tourism can be made a significant contributor of foreign exchange, employment and income in Bihar.