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Today, marketing is not simply a business function rather it’s a philosophy, a way of thinking, and a way of sailing a business in the vibrant marketplace. Marketing offers complex experiences and services to its customers in a very competitive and global marketplace. The marketers deal with issues relating to the identification of target market/consumers, adopt suitable strategies to promote the product and finally to ensure customer value, satisfaction and loyalty from this consumption. Therefore, marketers must have the sense to satisfy consumer needs, contribute to developing products/services that provide superior values and distributing them effectively. The tourism and hospitality products, because of their unique intrinsic qualities are difficult to promote to potential consumers. In the current marketing context, a new marketing paradigm has evolved where there was once division between marketing and IT teams now there is unity. Where technology once struggled to meet marketing objectives without clear attribution, now it’s deployed to support business goals with rich analytics. This is a time period where the role of “marketing” is being redefined faster than most organizations can respond.


The current one-on-one world with a personalized touch and experience with customers helps in achieving this new marketing paradigm and also face challenges. The new marketing practices use current digital technology platforms to sustain and grow in the market. World-class organizations achieving this new paradigm are taking a unique approach. They are creating incremental transitions from their data warehouse with The Customer Data Platform, BI tools, advanced AI and analytics etc.


Therefore, the aim of the present Global Hospitality and Tourism Conference on Contemporary Marketing Paradigms (GHTC-2022) is to bring together leading academicians, researchers, and practitioners to exchange and share their experiences and research results on all aspects of contemporary marketing and changing marketing paradigms with advertising and brand management, consumer behaviour, services marketing, digital marketing, tourism marketing, sustainable marketing, general marketing and many more.  It also provides a premier interdisciplinary platform for researchers, practitioners, and educators to present and discuss the most recent advancement of the field, innovations, and practical challenges encountered and solutions adopted.

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