Excelsior Correspondent
JAMMU, Mar 24: A national conference on “Integrated Strategies for Marketing Tourism and Allied Services” (Under UGC SAP-DRS-II) was organized by The Business School, University of Jammu.
JU Vice-Chancellor Prof R D Sharma was chief guest on the occasion. He said that the Tourism education should be directed towards the pragmatic concepts of Peter Drucker and quoted that destination should be prepared in such a manner that the total output delights the clients and tourists.
Prof Nimit Chowdhary from Indian Institute of Travel and Tourism Management (IITTM) Noida, in his key note address, highlighted the need to understand that every destination has a unique personality and personality of the destination should be the focal point of marketers for devising the integrating marketing strategies.
Prof Anu Singh Lather, GGS Indraprastha University, Delhi and Member of the SAP Advisory Committee, shared her experiences and nostalgic memories about the destinations around the globe.
Earlier Prof Versha Mehta, Director TBS, elaborated on the outline of the initiatives undertaken by The Business School to promote academic research.
Prof Keshav Sharma, Dean, Faculty of Business Studies and Coordinator, UGC SAP DRS-II, stressed the need to amalgamate cultural resources and spiritual moorings to develop marketing strategies comprehensively.
Prof Neelu Rohmetra, Deputy Coordinator, UGC SAP DRS-II, said that tourism market strategy must embrace potential allied services, develop wholesome packages and should revolve around market penetration, extension and development.
Dr Nirupa Rai, Joint Director Tourism Jammu, talked about the growth and employment generating aspect of tourism.
During the function the conference proceedings were also released. Dr Vinay Chauhan presented a formal vote of thanks while Dr Komal Nagar conducted proceedings of the inaugural function.
Later during the day, a panel discussion was organized which was moderated by Prof Ashok Aima of CUJ and coordinated by Dr Rajendra Mishra of TBS. The panelists included Ujjwal Kant, Vice President, Cox and King, Jyoti Bhatti, Principal, FCI, Jammu and V K Sehgal, Founder Chairman, Jammu, Kashmir & Ladakh Tourism Promotion Council.
Five technical sessions were also held wherein around 60 papers were presented on the diverse issues related to the identified themes of the technical sessions.
In the valedictory session S S Beloria, former Vice-Chancellor, Central University of Jammu, enlightened the audience with the birds eye view of tourism potential of Jammu region.
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