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This book has been inspired by the mammoth size and growth of tourism industry in India and globally. The author observed that though tourism has emerged as a major revenue driver commanding a sizable portion of GDP in many countries, tourism marketing operators are yet to adopt a scientific approach to reach its target customers. This book is an attempt to a systematic segmentation of tourism market, and though this is done in Indian context, the same approach may be replicated in other parts of the world that will help tourism marketers to better design their marketing mix thereby leveraging optimum result from their marketing efforts. This book is intended to benefit the tourism marketers and tourism departments of governments in different countries including India.

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Dr. T. K. Chatterjee is currently an Associate Professor of Marketing at Institute of Management Technology in Nagpur in India. Prof. Chatterjee has more than two decades of experience in industry and has been in academics for the last ten years. His research interests are in the field of tourism marketing.

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