• Dr. Dikshit Gupta

While analysing markets & developing strategies to increase visitation with optimised profits remain the core focus area of tourism marketers, it is not enough in itself to achieve the Sustainability in Touristic developments. Present paper is an attempt to reconceptualise the tourism marketing - planning relationship, with a prelude that existing practices of tourism marketing approach are in conflict with community based tourism planning and with Sustainable development in a broader perspective. Present marketing-planning relationship can be best summarized as being in equipoise par se titled in favor of marketing goals of profitability & economic viability on having a closer look. A potential symbiosis between tourism marketing and tourism planning is tempered for being this relationship as one of the conflicting zone in most parts of the world. An analysis of various tourism planning thoughts over the years & a closer examination of participatory tourism planning as a pathway to Sustainable Tourism Development coupled with emerging marketing concepts in general & Societal marketing in specific has provided the theoretical basis for a participatory planning – marketing model aimed at destination promotion on a sustainable development pathway.

Tourism Planning, Destination Marketing, Participatory Tourism Planning, Sustainable Tourism Development.

"Role of Community Based Planning & Marketing for Tourism Development", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.1-9, June 2019, Available :http://www.jetir.org/papers/JETIR1906I31.pdf

"Role of Community Based Planning & Marketing for Tourism Development", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp1-9, June 2019, Available at : http://www.jetir.org/papers/JETIR1906I31.pdf