A Strategy Towards Destination Promotion

Abstract

As the consumer-centric approach is evolving in the 21st century, especially in the post-COVID-19 era, people seek unique experiences. Adopting co-creation in promoting a destination implies involving tourists, stakeholders and organisers in creating value for a product or service. The innovative strategy of co-creating experiences encourages tourists' engagement, leading to destination promotion. Some notable examples of co-creation in tourism are gastronomic tours, virtual tours and travel guides. This chapter aims at the significance of co-creating experiences at events that lead to destination promotion. Co-creation of experiences at events brings the spotlight from the stage to the audience and is considered the future of the experience economy. The study presents a case study of Jal Mahotsav in Madhya Pradesh, India. The study highlights the multi-stakeholder approach adopted by the authorities to co-create the event experience.

Citation

Tiwari, P. (2024), "A Strategy Towards Destination Promotion", Tanrisever, C., Pamukçu, H. and Sharma, A. (Ed.) Future Tourism Trends Volume 1 (Building the Future of Tourism), Emerald Publishing Limited, Leeds, pp. 117-131. https://doi.org/10.1108/978-1-83753-244-520241009