Impact of e-marketing promotions on the performance of religious tourism: In case of Srikakulam District, A.P, India

Abstract

Collision of religion has been imperative for all kind of dexterous industries in India and tourism being considered as one of the profitable industries, amalgamation of religion with tourism has been identified as the most important element. To be specific and integrated as far as the marketing promotions are considered, technology which aids the promotion with respect to social media, e-mail marketing and digital marketing techniques has now a days play a vital role in line with effective reach and message impact. Researchers have aimed to evaluate the impression of e-marketing promotion mix of religious tourism on the performance of tourism in Srikakulam District where many holy destinations such as Arasavilli, Srikurmam and Srimukhalingametc exist. An exploratory and descriptive research design with convenience sampling aiming at the respondents of digitally habituated devotees in the very popular social media and other with a structured questionnaire and focus group discussions have been conducted. The results drawn with the help of SPSS 20 have been analyzed and interpreted that have shown the accustomisation of digital information seeking among different demographical groups of devotees with respect to e-marketing, transportation, accommodation and other celestial activities such as libation and poojas. Recommendations by the researcher have been offered to different communities related with tourism industry. This paper will be an advantage especially for endowment department of the government by considering the finding and conclusions of the study which are associated with all integrated promotions of e-marketing and marketing skill applications.