Exploring Heritage Tourism in Jammu (A Marketing Perspective)

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About the Book This book titled" Exploring Heritage Tourism in Jammu: A Marketing Perspective" is based on the multi-disciplinary approach that takes into account the place consciousness and aesthetics of Jammu. It delves deep into the technical issues that are being faced by heritage and cultural tourism. Heritage and culture are often used interchangeably by both marketers and academicians leading to confusion while framing the tourism policies. Heritage world over has suffered in ethno religious conflict zones. Leading to vandalisation and appropriation. This book uses vast corpus of the international expertise and charters to develop a framework and a model for heritage conservation and preservation.Not only that the book offers numerous marketing startegies for the tourism professionals and heritage managers to synergise their efforts for upholding the heritage. Though the study has taken Jammu region of Jammu and Kashmir as the locale but the framework has incorporated the multitude of issues that confront all heritage destinations and heritage tourism products. Jammu region in Jammu and Kashmir has witnessed immense neglect and discrimination at policy making level and governance. The reason being pseudo narrative to give place to subversion and appropriation. There has been a concerted effort to marginalise the Dogra heritage and its patrons to delink Jammu from the national mainstream. The book argues for recognition of Jammu's Dogra heritage. So that the heritage tourism of Jammu and Kashmir is given value addition and developed as a niche destination.

The study is a focussed one. It evolves the narrative from ground zero based on primary research. It starts with history and aesthetics of Jammu from ancient times and then delves on the crystallisation of its heritage and culture in the present times, taking into account the conservation and marketing issues. Ultimately delivering the marketing strategies are rooted in Sanskrit civilizational moorings of Bharat.

This book wills serve as a handbook for experts, policymakers, heritage conservation professionals, heritage managers, tourism markerters, academicians, researchers and students who are seeking a career in heritage /cultural tourism, marketing management and allied areas of tourism management.

About the Author Dr. Mahesh Koul has a vast academic, research and teaching experience with a focus on multidisciplinary and interdisciplinary approach. He has worked as a Consultant at Centre for Good Governance, Institute of Management, Public Adminsitration & Rural Development (IMPARD). Jammu, Lecturer at MBA Department, Kathua Campus, University of Jammu & Assistant Professor at Division of Agricultural Economics & Agri Business Management (AE & ABM), Shere Kashmir University of agricultural Sciences & Technology (SKUAST), Main campus, Chatha, Jammu.

He has been a Post-Doctoral Fellow with the Indian Council of Philosophical Research (ICPR). Ministry of Education, New Delhi. His Post- Doctoral thesis was on Sri Aurobindo's Integral Yoga in the Light of Kashmir Shaivism.

He is MBA (Hospitality & Tourism) from University of Jammu, MA (Philosophy), PhD from University of Jammu. His PhD thesis was on "Marketing Strategies for Promoting Heritage Tourism in Jammu Region" He is a Visiting Faculty with Police Academy Udhampur and member of Advisory Boards of National Security Think Tanks. He is a founder of Himalayan Heritage Foundation, Jammu Diary & PATH(Preserve Art Treasure & Heritage).

His papers and articles have been published in many national and international journals. Besides he has attended many national and international conferences and seminars. He is the founder editor of Nava Uddipona an international multi- disciplinary journal on Indic tradtion, culture and heritage.

He has been an editor of the Jammu Height and Enquirer Today, monthly magazines dealing with the national security, tourism, culture, heritage, socio-cultural issues. He is on the advisory body of various research organisations involved in preservation of Sanskrit civilizational moorings of the Indian nation and national security issues. He is a life member of the Bhartiya Ithihas Sankalan Yojna devoted to historical documentation of the indigenous Indian history.

He is presently working on four books Cultural Heritage of Jammu - A Study of Tangible & Intangible Heritage of Duggar, Kashmir Shaiv Darshana The Philosophy, Practice & Place Consciousness of Kashmir Balochistan, Gilgit & Baltistan - The Indian Frontier. His has recently published his book in December 2019 titled "Jammu and Kashmir Breaking the Subversive Web & A Way Forward" that decodes the terrorism and its penetration in J and K besides the rest of India. It was weel taken by academia, national security experts and policy makers.

Preface Heritage is human refinement and leads us from precision to perfection. It has often been used synonymously with culture and rightly so. But both may coincide at times and may move parallel to each other. They will never cross each other. So that way they are not separate. They are integral. To study heritage, one needs to internalize culture. Culture is not a mere lifestyle or food habits or folk songs. It is the expression of human psychology and its infinite capacity to define tangible and intangible aspects of life in time and space. The best method to come to terms with this concept is to study genocides that have destroyed humanity at various intervals of time. Destruction makes us sensitive toward human refinement and achievements.

Introduction This book titled "Exploring Heritage Tourism in Jammu: A Marketing Perspective" is based on the multi-disciplinary approach that takes into account the place consciousness and aesthetics of Jammu. It delves deep into the technical issues that are being faced by heritage and cultural tourism. Heritage and culture are often used interchangeably by both marketers and academicians leading to confusion while framing the tourism policies. Heritage the world over has suffered in ethnoreligious conflict zones. Leading to vandalization and appropriation. This book uses a vast corpus of international expertise and charters to develop a framework and a model for heritage conservation and preservation. Not only that the book offers numerous marketing strategies for tourism professionals and heritage managers to synergize their efforts for upholding the heritage. Though the study has taken the Jammu region of Jammu and Kashmir as the locale the framework has incorporated the multitude of issues that confront all heritage destinations and heritage tourism products.