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Recovery Marketing Strategy: A Case Study of Kashmir Tourism

This case study narrates the experience of a young tourism marketing officer named Lucky who was recruited by the Government of Jammu & Kashmir, India after his master degree graduation. Being a fresh graduate, Lucky was initially overwhelmed by the responsibility to market Jammu & Kashmi...

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Main Authors: Magray, Ahsan-Ul-Haq, Kasim, Azilah
Format: Conference or Workshop Item
Language:English
Published: 2022
Subjects:
HF Commerce
Online Access:https://repo.uum.edu.my/id/eprint/30672/1/7th%20ICSC%202022%2063-76.pdf
https://repo.uum.edu.my/id/eprint/30672/
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spelling my.uum.repo.306722024-04-02T09:09:29Z https://repo.uum.edu.my/id/eprint/30672/ Recovery Marketing Strategy: A Case Study of Kashmir Tourism Magray, Ahsan-Ul-Haq Kasim, Azilah HF Commerce This case study narrates the experience of a young tourism marketing officer named Lucky who was recruited by the Government of Jammu & Kashmir, India after his master degree graduation. Being a fresh graduate, Lucky was initially overwhelmed by the responsibility to market Jammu & Kashmir as these are troubled regions that have badly suffered from the image of violence and war due to the sporadic conflicts and tensions between India and Pakistan. Though Kashmir & Jammu is a region known as ‘paradise on earth’ by many, Lucky knew that marketing a destination with a poor image is not easy, especially where tourists safety is concerned. His education has made him aware of the amount of work and effort required to lure tourists to visit a troubled destination, no matter how beautiful it is. But Lucky also knew that his boss expected his to perform his job well. Therefore he must try his hardest. He had to spend months researching ways to understand the advantages and disadvantages of the region and to promote or elevate the image of Jammu & Kashmir as an attractive and safe tourist destination for everyone wishing to visit the region. Finally he came up with several strategies to help him fulfil his boss expectation of him. 2022 Conference or Workshop Item PeerReviewed application/pdf en https://repo.uum.edu.my/id/eprint/30672/1/7th%20ICSC%202022%2063-76.pdf Magray, Ahsan-Ul-Haq and Kasim, Azilah (2022) Recovery Marketing Strategy: A Case Study of Kashmir Tourism. In: 7th International Case Study Conference, 13 - 15 September 2022, aia Hotel & Convention Centre, Terengganu, Malaysia.
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutional Repository
url_provider http://repo.uum.edu.my/
language English
topic HF Commerce
spellingShingle HF Commerce
Magray, Ahsan-Ul-Haq
Kasim, Azilah
Recovery Marketing Strategy: A Case Study of Kashmir Tourism
description This case study narrates the experience of a young tourism marketing officer named Lucky who was recruited by the Government of Jammu & Kashmir, India after his master degree graduation. Being a fresh graduate, Lucky was initially overwhelmed by the responsibility to market Jammu & Kashmir as these are troubled regions that have badly suffered from the image of violence and war due to the sporadic conflicts and tensions between India and Pakistan. Though Kashmir & Jammu is a region known as ‘paradise on earth’ by many, Lucky knew that marketing a destination with a poor image is not easy, especially where tourists safety is concerned. His education has made him aware of the amount of work and effort required to lure tourists to visit a troubled destination, no matter how beautiful it is. But Lucky also knew that his boss expected his to perform his job well. Therefore he must try his hardest. He had to spend months researching ways to understand the advantages and disadvantages of the region and to promote or elevate the image of Jammu & Kashmir as an attractive and safe tourist destination for everyone wishing to visit the region. Finally he came up with several strategies to help him fulfil his boss expectation of him.
format Conference or Workshop Item
author Magray, Ahsan-Ul-Haq
Kasim, Azilah
author_facet Magray, Ahsan-Ul-Haq
Kasim, Azilah
author_sort Magray, Ahsan-Ul-Haq
title Recovery Marketing Strategy: A Case Study of Kashmir Tourism
title_short Recovery Marketing Strategy: A Case Study of Kashmir Tourism
title_full Recovery Marketing Strategy: A Case Study of Kashmir Tourism
title_fullStr Recovery Marketing Strategy: A Case Study of Kashmir Tourism
title_full_unstemmed Recovery Marketing Strategy: A Case Study of Kashmir Tourism
title_sort recovery marketing strategy: a case study of kashmir tourism
publishDate 2022
url https://repo.uum.edu.my/id/eprint/30672/1/7th%20ICSC%202022%2063-76.pdf
https://repo.uum.edu.my/id/eprint/30672/
_version_ 1795292270913650688
score 13.211869

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