Pilgrimage Tourism Marketing Strategy: Special Reference to Destinations of Uttar Pradesh

The effect of tourism as an industry is multidimensional. Tourism industry nourishes a country’s economy, stimulates its improvement, supports restoration of cultural values and heritage and results in sustaining worldwide harmony. Religious tourism is an unexplored sector in which only a few researchers have initiated efforts in an organised manner. Religious tourism, however, is not only destination oriented. It can also imply attracting various segments of the market. Pilgrimage tourism is the kind of tourism that completely or strongly stimulates tourists for the accomplishment of their religious outlook. This research paper discusses the present scenario of Uttar Pradesh including tourism attractions, tourism services and types. The descriptive research method is used and the paper is systematised in three basic parts: first, an analysis of multidisciplinary literature which reconnoitres the existing data on the religious places; second, how government measures are used as marketing strategies; and at the end, the paper will present economic impacts along with opportunities facing the religious tourism in Uttar Pradesh.