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Enhancing Tourism Entrepreneurship in Karnataka through Strategic Digital Marketing Practices

Year: 2025

Type: article

Abstract: Tourism in Karnataka has emerged as a dynamic sector contributing significantly to regional development, employment generation, and cultural preservation. With the rise of digital technologies, entrepreneurial ventures in tourism—especially small and rural enterprises—are increasingly leveraging digital marketing to enhance visibility, attract diverse audiences, and streamline operations. This study explores the strategic role of digital marketing in optimizing entrepreneurial growth within Karnataka’s tourism ecosystem. Through a mixed-methods approach combining secondary data analysis and case studies from key destinations such as Mysuru, Hampi, Kodagu (Coorg) and Gokarna the research identifies how tools like social media, search engine optimization (SEO), influencer outreach, and e-commerce platforms empower local entrepreneurs. The findings reveal that digital marketing not only reduces entry barriers but also fosters innovation, customer engagement, and sustainable business models. However, challenges such as digital literacy gaps, infrastructural limitations, and uneven access to technology persist. The paper concludes with actionable recommendations for policymakers, educators, and tourism stakeholders to build inclusive digital capabilities and promote entrepreneurial resilience across Karnataka’s tourism landscape.

Source: International Journal For Multidisciplinary Research

DOI: 10.36948/ijfmr.2025.v07i05.57707

Authors: GANGADHAR HUGAR, RAJSHEKHAR BASAVAPATTAN

Institution: Visvesvaraya Technological University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

SDGs: Decent work and economic growth, Industry, innovation and infrastructure

Open Access status: hybrid

OpenAlex ID: W4415114953