SWOC Analysis of Heritage Tourism Marketing in Pune City: An Exploratory Study

Abstract

India has been famous for its rich culture and ancient heritage. In the last few years, heritage tourism has registered an immense growth ever since additional initiatives were taken by the government of India to boost India's image as a destination for heritage tourism. Heritage tourism marketing plays a significant role to attract tourists to heritage destinations. Pune city is endowed with historical and archaeological sites. Pune has all the potential to be an important heritage destination in India. Well planned and aggressive marketing of the heritage sites is required to attract domestic and foreign tourists. This study identifies important heritage tourism products in Pune city. The purpose of this paper is to investigate the present status of heritage tourism marketing and to develop SWOC analysis of heritage tourism in Pune city.