Drafting A Conceptual Marketing Framework For The Growth Of Ayurveda Wellness Tourism

Abstract

Ayurveda is a well-established traditional alternative healthcare system popular in South Asian countries, and Kerala is considered to be the Mecca of it. This has made Kerala the primary tourism hub for Ayurveda. Even though Kerala is in an advantageous position, it lacks a proper marketing and promotion framework for Ayurveda tourism. This article explores the marketing strategies currently employed by the Ayurveda wellness tourism sector in India, with special reference to Kerala. With this aim in mind, the relevant theoretical literature was analysed and the prominent gaps in marketing strategies were identified. The results showed that the growth of Ayurveda tourism is attributed mainly to word of mouth, medical professionals' opinions and suggestions, and other organic ways of marketing. Hence, this sector requires an urgent initiative to develop a holistic marketing strategy involving all the stakeholders in this field. Therefore, understanding the factors that influence the formulation of a conceptual marketing framework for the promotion of Ayurveda wellness tourism is considered worthwhile. Four pillars - Tie-ups and Collaborations, Diversification and Integration, Blending of Online and Offline Marketing Avenues, and Government and Policymakers of the marketing sector– have been identified and a conceptual marketing framework has been drafted.