Perspective of Tourism Marketing in the Post-War Jaffna District: A Phenomenological Research

Abstract

Deficiency of research on tourism marketing and the extant research on tourism marketing packages lacks in phenomenology based frameworks that explains what managerial implications are appropriate for the marketers in the Jaffna district post war marketing context. Present study explored managerial implication for hoteliers and public in Jaffna market. Using qualitative phenomenological approach, data were collected from 3 hoteliers in Jaffna and one foreign tourist from Basque country by using preset questions based on a primary interview question as open- ended question format and codes were developed by the researcher. This paper is a key resource for marketing practitioners wanting to focus on future potential areas and also marketing academics interested in tourism marketing that want to stay at the forefront of their research area of expertise. Through the concepts development, the researcher has found that vast gap is there in tourism marketing in Jaffna district.

Keywords: Tourism marketing, development, tour package, post war