ABSTRACT
This study tried to investigate role of service marketing in India with reference to tourism industry. Tourism industry is one of the fastest growing industries in India as well as around the world. The study concentrated on services marketing pattern and involvement of tourism in services industry with the help of classification and a wide variety of services available in Indian market. Tourism industry in India occupies a very significant place being a major contributor toward growth of Indian economy. Various initiatives have been undertaken at state level and by other organizations for ensuring creation of multiple opportunities for growth in tourism industry.
