Jungle Book - Fantasy, Feeling and Fun: Experiential Marketing in Ecotourism

Goa has been one of the favorite destinations right from the late 60s with major emphasis on beach tourism. Besides the beaches, Goa is endowed with lush forests, backwaters, forts, temples, churches and rich Portuguese culture which have been beautifully tapped by Jungle Book eco resort. This paper...

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Bibliographic Details
Published in:ICFAI journal of business strategy 2020-09, Vol.17 (3), p.46-68
Main Authors: D'Souza, Lyseth M, Desai, Vimlesh Prabhu
Format: Article
Language:English
Subjects:
Beaches
Consumption
Culture
Ecotourism
Forests
Holidays & special occasions
International relations
Marketing
Resorts & spas
Tourism
Vacations
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Summary:Goa has been one of the favorite destinations right from the late 60s with major emphasis on beach tourism. Besides the beaches, Goa is endowed with lush forests, backwaters, forts, temples, churches and rich Portuguese culture which have been beautifully tapped by Jungle Book eco resort. This paper discusses the experiential activities staged at Jungle Book resort by using strategic experiential modules developed by Schmitt (1999). Jungle Book attributes its success to delivering a unique and complete holiday experience by forging new relationship amongst the tourists and the environment. But the changing tourism dynamics, government regulations, fierce competitions from other eco-resorts and foreign countries' aggressive marketing have adversely affected the business of Jungle Book. Barretto (the owner) has to think of innovative ways to survive in these turbulent times.
ISSN:0972-9259