Abstract:
The importance of marketing skill to Tourism industry is increasingly seen as a viable development
strategy to promote for sustainable economy in an effective way to counter declining tourism incomes
especially in the developing countries. The efforts associated with different strategically applications suited to
the industry in the area of marketing with an emphasis on skill assessment are found to be the need of the
hour now. The aim of this research study is to explore the essence of marketing skills and its applicability in
tourism places in Srikakulam District of Andhra Pradesh. The design of the study is descriptive type in
association of both applications of qualitative and quantitative approaches. Field surveys, focus group
discussions, interviews, questionnaires’ distribution and direct observations were the focal instruments in
data gathering. Real and practical representatives and key informants were confronted from tourism office,
government leaders, tourism businesses and tourists through both probability and non-probability sampling
techniques to understand the underlying scenarios. Qualitative approaches were used to analysis
predominantly with the variables that are subject to descriptions of phenomena and narrations, whereas
quantitative analysis was used for the quantifications of major themes and phenomena that consist
quantifiable variables expressed in numerical figures and magnitudes using Statistical Package for Social
Sciences (SPSS) 21 version software.
