Case study on Travel Marketing and Destination Management

It has been observed that community-based tourism programmes focus on protection and promotion of natural area. Developing a place as a destination and formulation of its management strategies through local community involvement is relatively a new phenomenon. Community based tourism programmes mainly assume the responsibility of conservation and management by the community members through different institutional frameworks, thereby they become principal actors and prime beneficiaries. Ultimately, these programmes ensure means of livelihood to the participants, who were, hitherto, excluded from the mainstream of the society, owing to lack of resources or their inability to use the resources due to various reasons.  This case study attempts to examine destination management model of beach destination of Kerala from an integrated perspective, including sustainability and destination quality in its fold, and the role played by beach hostess in destination management, including their contribution in maintaining quality and sustainability. A case study approach is being used by citing the operations of Beach hostess, a programme initiated by department of tourism of Kerala in association with various SHG’s in the state.