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.

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Abstract

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.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	Tourism, destination promotion, troubled region, tourism image
Subjects:	H Social Sciences > HF Commerce
Divisions:	Institute for Management and Business Research (IMBRe)
Depositing User:	Mrs Nurin Jazlina Hamid
Date Deposited:	02 Apr 2024 09:09
Last Modified:	02 Apr 2024 09:09
URI:	https://repo.uum.edu.my/id/eprint/30672

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