Abstract
With the extensive influx of start-ups in the already cluttered Indian travel and tourism sector; it was increasingly becoming challenging for experiential tourism players to carve a niche for themselves. Mr. Naveen, founder of ToRoots Explorers Pvt. Ltd., a start-up company in Pune (India) offering "experiential tourism" realised that travellers were not only demanding conventional sightseeing tours but preferably looking for meaningful, memorable and transformative tourism experiences. Customers were spoilt for choices in terms of wide array of travel and tourism packages and experiences available. Since its launch in June 2016, the start-up firm faced challenges in terms of amplifying the user experience (UX) in order to enhance overall customer experience and engagement (CX). Navin was contemplating to sustainably enhance the client engagement pre and post journey, increase revenue and scale-up the business. One of the challenges was to engage customers with the experiential tourism service brand. Hence, it was of paramount importance to devise an effective digital strategy that would help ToRoots to convey the "value proposition"- of its curated travel and tourism experiences - in the most convincing and creative way possible.
Keywords
Experiential tourism, Slow Travel, Customer Engagement, Digital Strategy, and Business Model, etc.
Recommended Citation
Pandey, Shailesh; Chaudhary, Prashant; and Darda, Pooja
(2021)
"TOROOTS: Marketing and Promoting the Experiential Travel and Tourism,"
Management Dynamics: Vol. 21:
No.
2, Article 5: 27-41
DOI: https://doi.org/10.57198/2583-4932.1045
Available at:
https://managementdynamics.researchcommons.org/journal/vol21/iss2/5
