Review of Marketing Strategies of Railway Tourism Products in India

Abstract

Tourism is considered to be the most fascinating and glooming sector and bringing not only prosperity but also exchanges socio-economic and cultural advancements across the nations. The travel and tourism industry has a remarkable presence in physical as well as virtual platforms. Presence of online availability of luxury tour awareness and knowledge, easy booking of these trips has made it at ease for the consumers to plan for their own itineraries well in advance.

The luxury travel relates to enjoying expensive trips with extra services, explore the unexplored areas. Luxury travels gives an opportunity to the areas to develop and get more monetary value to the economy. In order to provide a majestic and exclusive voyage experience to the tourists, Indian Railways introduced bunch of luxurious, semi-luxurious and special trains to its domestic as well as international tourists. The expectations of consumers are relatively high when it comes to experience luxury tours. It became important for the providers to ensure the value for consumers’ spending. Marketing of these tour plans play important role in catering the attention of travelers. There are promotional activities, blogs, you tube channels are used to market these plans by various luxury travel providers.  

These luxurious trains are managed by Indian Railways in alliance with Indian Railway Tourism Catering Corporation or State Tourism Corporations. “Deccan Odyssey” and “Maharajas’ Express” are the two luxurious trains which are listed in the top 25 luxurious trains of the World. The luxurious trains are quite popular among the international consumers.

The study makes an effort to review and comprehend the marketing strategies applied by the IRCTC and Indian Railways in order to cater the tourist’s interest towards the Indian Railway Tourism Products.