Internet of Things (IoT) and Transformative Marketing in Heritage Tourism: A Systematic Review in the Context of India
Keywords:
Internet of Things (IoT)Abstract
The growth of the Internet of Things (IoT) and transformational marketing practices have the potential to revolutionize the heritage tourism sector of India where millions of visitors visit annually in the rich cultural and historical sites all over the country. This paper is a small attempt to provide a review of how IoT applications in the sector can be used through transformational marketing strategies. From the Indian context, this review will explore how IoT can enhance the visitor experience through various internet-connected services, and data-driven marketing and also improve the management of the sites.
By reviewing over 30 related studies, this paper suggests the pathway for Indian heritage tourism to utilise the power of IoT for sustainable growth, including the challenges, recent trends and future directions. The key findings reveal that IoT-enabled smart tourism systems can provide personalised experiences, improve preservation of historical sites, protect visitors, enhance information for tourists, increase public-private partnerships as well as improve visitor experience. As the number of tech-savvy tourists increases, it is important to cater to their evolving needs and new marketing strategies need to be implemented in this sector as well.
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